Gyokuro – A Green Tea For A More Discerning Palate

(PRLEAP.COM) ITO EN (North America), INC., the world’s premiere green tea company, will introduce a ready-to-drink gyokuro (pronounced g’yoh-koo-ro) green tea in the U.S. market. Under the DR. ANDREW WEIL FOR TEA line of products, the tea’s English translation is ‘jade dew,’ and it is made using only the earliest leaf buds of the spring season. This is the first time that gyokuro tea will be available as a ready-to-drink beverage and an 8.2 fl oz. serving will retail for approximately $1.99. Orders can also be placed through the company’s website located at www.itoen.com.

“Growing and harvesting Gyokuro is very labor intensive but results in an incredibly fragrant and delicate tea,” said Rona Tison, vice president of corporate relations for ITO EN (North America), INC. “Here in the U.S., we are seeing a trend among green tea drinkers that they are moving toward a more sophisticated palate in their green tea selection. ITO EN is the only company producing a 100% gyokuro beverage and we are thrilled that we can bring the top tier of all green teas to market through our DR. ANDREW WEIL FOR TEA line of tea.

Gyokuro is grown under shade cover for 20 days before harvesting begins. This reduces photosynthesis in the young leaf buds and, as a result, produces more chlorophyll, which changes the proportions of the sugars, amino acids, caffeine and flavanols that contribute to the color, aroma and taste. Processing the shade grown leaf buds is tightly monitored because the leaves are much softer and retain more moisture than other types of green tea. First the leaves are gently steamed to prevent oxidation. Then, they are rolled and air-dried before a second, tighter rolling takes place to develop the teas’ shape and flavor. After several more rolling and drying processes, the tea develops a needle-like form and is then left to settle for a week to further develop its characteristic flavor.

In addition to the ready-to-drink gyokuro tea, consumers can also purchase a pre-packed canister of loose leaf gyokuro through ITO EN. A 3 oz. tin is available for $45.00.

Since establishing their U.S. operations in 2001, Tokyo-based ITO EN has introduced the green tea culture to the American market through the TEAS’ TEA line of all natural, unsweetened ready-to-drink teas, which received the ‘Best Flavor’ and ‘Best Packaging’ awards from the 2005 World Tea Expo. The company also imports and markets Sencha Shot and the award-winning Tea Apple from their line of natural fruit teas. Recently, the company acquired Mason Distributors, a Florida-based vitamin and supplement manufacturer, which gains them entry to the ever-growing U.S. supplement market. The ITO EN Tea Shop, located on Manhattan’s Madison Avenue, has received the 2005, 2006 and 2007 Zagat Gourmet Marketplace award for ‘Best Tea’, and the company also operates the renowned KAI and Donguri restaurants in New York City.

To access more information or order from the entire line of ITO EN products, please visit www.itoen.com/weil.
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Established in 1966, Japan-based ITO EN, LTD. was founded to market green tea, a traditional Japanese beverage. Today, ITO EN, LTD. is firmly positioned as the world’s leading supplier of green tea leaves and green tea beverages, developing a steady stream of new products that specifically address customer needs and lifestyles. Known as a trendsetter in Japan’s beverage industry, intensive research and development has allowed the company to cultivate better tea, and positioned them as the first company to create a patented method of bottling green tea in a manner that carefully preserves its distinct flavor and integrity. Additional information can be accessed through www.itoen.com.

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