Green tea beverage company ITO EN is set to launch a lineup of new ice-steeped cold brew ready-to-drink (RTD) teas across its two brands, matcha LOVE and TEAS’ TEA Organic.

The products will be launched at Natural Products Expo West, which is being held from 9 March to 12 March.

Each new drink leverages the Japanese cold brew processes and ice-steeps the tea to bring out the smooth, naturally mellow sweetness of green and black teas.

ITO EN's North America senior vice-president Rona Tison said: “Consumer demand for cold brew beverages is at an all-time high, and we believe the launch of our new matcha LOVE and TEAS’ TEA Organic Cold Brew teas will help us establish a new segment in the RTD tea category.

"We’ve elevated the simple essence of our tea leaves and created a more delicate taste with a smooth, clean finish."

“Given ITO EN’s deep-rooted expertise in Japanese cold brew methods called Mizudashi, we feel there’s an enormous opportunity for us to take the leadership role for this innovative set. We’ve elevated the simple essence of our tea leaves and created a more delicate taste with a smooth, clean finish.”

ITO EN claims its new cold brew creations will be available in two organic varieties – Matcha + Green Tea (unsweetened and Non-GMO Project Verified) and Lemon Matcha + Green Tea.

TEAS’ TEA Organic Cold Brew is crafted through meticulous brewing methods, which provide a more refined and smoother taste than conventional teas.

TEAS’ TEA Organic Cold Brew will be available in two varieties – Pure Green Tea (unsweetened and Non-GMO Project Verified) and Raspberry Black Tea.

Image: ITO EN to launch a lineup of new ice-steeped cold brew ready-to-drink teas matcha LOVE and TEAS’ TEA Organic. Photo: courtesy of Business Wire.