• Brandweek, Thursday, March 27, 2008 11:47 AM

Honest Tea--invigorated with an infusion of a reported $43 million that Coca-Cola spent for a 40% stake in February--is introducing five new or reformulated flavors of its organic ready-to-drink teas to mainstream stores next month.

The flavors are Citrus Green Energy Tea, Honey Green Tea, Lemon Black Tea, Peach White Tea and Pomegranate White Tea with Acaí. Each is slightly sweeter than the core line sold at health food stores, and bears a fruitier taste. All are USDA Certified Organic.

To promote the brand, Honest Tea will kick off a year long, 10-city sampling tour. "We're trying to become more accessible," says Jesse Merrill, director of marketing at Honest Tea. Part of its strategy to attract consumers ages 18-34 is to revamp its packaging. Each SKU now shows a picture of its ingredients with a black "T." Packaging reads: "Just a tad sweet."

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