Mighty Leaf Tea Celebrates 20th Anniversary with New Brand Look

Mighty Leaf Tea has unveiled a new look as it celebrates its 20th anniversary. In June, the company will introduce a new pyramid pouch, new flavors, new certifications, and new branding—all at a new suggested retail price of $6.99/everyday across grocery and natural trade channels.

“Mighty Leaf Tea has built its reputation on providing the highest quality whole leaf teas available and constantly innovating. We are thrilled to unveil our retail brand makeover that now positions us as the market leader in premium whole leaf tea,” says Sheila Stanziale, Mighty Leaf Tea’s chief executive officer. “Our new package for our retail partners has been modernized to appeal to today’s shoppers, including the fast-growing segment of millennial tea drinkers. In addition to the new design, it features a lower price, new flavors and new certifications, all while maintaining the tea quality and quantity. This adds up to an outstanding value for consumers and greater sales for our retail partners.”

In June, new Mighty Leaf packaging with pyramid pouches will launch in grocery and natural stores across the country. The pyramid pouches feature the same great Mighty Leaf teas, as well as the same commercially-compostable, silken fabric. The shape allows plenty of room for the leaves to unfurl as they steep and has been welcomed by the consumer. The original stitched pouch will remain available in foodservice and at mightyleaf.com with new branding to follow this fall.

The cartons, each containing 15 pyramid pouches, will be priced between $6.50 to $7.50 each – representing a 20 percent to 25 percent lower retail price, say company officials. The new low price makes Mighty Leaf the most competitively-priced whole leaf tea in grocery and natural trade channels. 

Mighty Leaf will introduce three organic flavors in the new pyramid pouches this June: Organic Almond Spice (Fair Trade Certified green tea), Organic Coconut Assam (Fair Trade Certified black tea) and Organic Emerald Matcha (green tea). All teas across the range are now certified kosher, gluten-free and vegan. The company is also committed to organic ingredients and now has 14 certified organic teas, comprising over half of its line up. Five teas are also Fair Trade Certified on top of these other certifications.

As a clear differentiator for consumers, the company is also launching a new campaign with the tagline “The Whole Leaf. The Whole Flavor.” designed to communicate Mighty Leaf’s commitment to the highest grade, whole leaf teas which deliver big but nuanced taste. The company is investing in consumer marketing, public relations, and in-store programs to drive awareness and demand. 

The brand’s logo has been refreshed and now includes the words “Whole Leaf Tea.” In addition to the new logo, the new retail packaging features a cleaner, more modern design with a dripping pouch of tea to highlight the beautiful whole leaf teas inside the new pyramid pouch.

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