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Photo courtesy of Organic India<\/p>\n
partnered with the and magazine to create a wellness teas collection that bridges the gap between dietary supplements and good-tasting tea.<\/p>\n
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Kyle Garner, photo courtesy of Organic India<\/p>\n
Boulder, Colo.-based Organic India supports the Rodale Institute because of its work with regenerative agriculture. The two organizations have partnered for the last few years. Rodale Publishing, which publishes Prevention<\/em> magazine, formed the Rodale Institute. Research showed that Prevention<\/em>\u2019s readers were feeling \u201cpill fatigue.\u201d \u201cThey wanted to take on healthier living \u2026 but they were just tired of taking pills and there was a lot of interest in drinking tea,\u201d said Kyle Garner, the CEO of Organic India. The two companies also saw common themes in issues with which people were struggling, including digestive health, energy support and immune support.<\/p>\n Garner added, \u201cWe said, \u2018Hey, what if we were able to create a line of teas that actually provided a health benefit and worked together with their great amount of knowledge\u2014one of the leading health publications in the world\u2014along with our experience in Ayurvedic medicine and tea formulation. Could we create some products that tasted good so people would want to drink them, but also provided a clinically proven benefit?\u2019\u201d<\/p>\n Advertisement <\/p>\n The two companies\u2019 research and development teams collaborated to form a line of teas that support wellness and agreed to a partnership that included co-branding. Organic India also intends to expand its consumer base with this collaborative effort.<\/p>\n They launched three teas. Two of the three are: Thrive, which provides energy support, and Balance, which supports digestive health. The energy support tea contains green tea, which provides sustained energy, rather than the jolt that energy drinks induce. It also has Ayurvedic herbs, such as tulsi and ashwagandha. The digestive aid tea contains ginger, which is known as a digestive tonic, along with Ganeden BC30 probiotic, which delivers a clinically proven immune health benefit, and peppermint. The partnership could result in additional new tea and herbal blends.<\/p>\n Garner believes retailers can benefit in three ways. First of all, retailers can profit from selling teas that not only serve wellness purposes, but also taste good. \u201cThere are not many teas with the amount of clinical research that we\u2019ve seen on these,\u201d said Garner, who believes that this factor, along with the good taste of the teas, sets them apart. Secondly, though Organic India\u2019s brand awareness is growing, the public awareness of Prevention<\/em> has been established over the last 50 years. \u201cA publication like Prevention<\/em> has 10 to 20 times the awareness that our brand would have and it\u2019s a well-known and trusted brand \u2026 So we think with that name it\u2019s the kind of product that will drive people into the store \u2026 and actually buy [the tea], so I think it\u2019s a traffic driver,\u201d said Garner. The third reason is that medicinal teas are often placed with supplements and flavored teas are placed in the grocery section of stores. \u201cWe basically had the grocery and the supplement buyers vying for this because they both saw the fit and we said how do we use this as a way to bridge those two categories together and get consumers to think about supplementation beyond taking a capsule all the time. So I think from a retailer\u2019s standpoint they can benefit by getting creative with how they bridge the two categories together,\u201d said Garner.<\/p>\n This new tea line allows for more freedom of product placement for grocers and can encourage consumers to transfer between retail categories and departments while shopping. \u201cWe think there\u2019s a lot of opportunity for cross selling that could be good for basket size for retailers,\u201d said Garner.<\/p>\n Organic India is a Certified B Corporation, all of its products are 100 percent USDA Certified Organic, non-GMO, kosher and vegan. \u201cSo, the people that are out seeking the best-quality products know that they can trust us even though we\u2019re partnering with another brand name,\u201d said Garner.<\/p>\n Photo courtesy of Organic India partnered with the and magazine to create a wellness teas collection that bridges the gap between dietary supplements and good-tasting tea. Kyle Garner, photo courtesy of Organic India Boulder, Colo.-based Organic India supports the Rodale Institute because of its work with regenerative agriculture. The two organizations have partnered for the<\/p>\nRelated Posts:<\/h3>\n
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