Numi Organic Tea Unveils Plant-Based Packaging

Numi Organic Tea is unveiling new plant-based packaging and a brand refresh featuring a bright, bold, ingredients-focused look along with introducing two new products, Sweet Slumber Tea and Drinking Chocolates.

“Our new packaging is more eco-friendly than ever with the launch of our new, plant-based tea wrappers. We still use 90 percent post-consumer wastepaper cartons, soy-based inks, and biodegradable Manila hemp tea bags, as we’ve done for the past 20 years,” explained Reem Hassani, Numi Organic Tea co-founder and chief brand officer. “Equally important is the new brand refresh, featuring package imagery and typography that engage our consumers in a way that’s relevant, inclusive and hopeful. Each side of the carton tells a different story — from our ingredients to our Foundation. We want to bring more people in to join our movement for a better world.”

The new tea wrappers represent a project ten years in the making in collaboration with OSC2 Packaging Collaborative, which was co-founded by Numi CEO Ahmed Rahim. With its new plant-based overwrap, Numi has subverted the packaging industry’s status quo. The new wrapper features a thin, non-GMO PLA layer made from renewable sugarcane, and 100% FSC certified paper, which guarantees no eco-toxicity when it breaks down. The plant-based wrapper requires less carbon to produce than traditional plastic, and is made from renewable resources, which reduces reliance on fossil fuels. This project has opened pathways into a fossil fuel-free future while paving the way for other brands that can benefit from increased access to plant-based flexible film.

Numi also introduced two new drinks that move the brand squarely into the wellness and functionality markets. Sweet Slumber is a new tea featuring a dreamy blend of sweet flowers and potent valerian root that relieves stress and inspires rest and relaxation. The low-sugar, paleo-friendly, gluten free line of Drinking Chocolates, which are crafted from pure organic cacao blended with organic cocoa butter, are available in four SKUs: Touch of Chili, Dash of Salt, Kick of Mocha, and Shroom Power.

“Numi has always been committed to the wellness of our customers, and that’s why we’re happy to announce these new products that cater to specific emotional and physical health needs,” said Rahim, CEO and co-founder of Numi. “A recent report from Gallup showed that many Americans experience stress during the day, and consumers are seeking easy, safe solutions to counter their stress. Ingredients like valerian root, lavender, and chamomile continue to trend and grow in popularity given their natural, effective relief from stress, anxiety, and insomnia. That’s why we’ve included these ingredients in Sweet Slumber, which can help people to calm down and sleep soundly at the end of the day.”

Sweet Slumber features a variety of herbal ingredients for a calming bedtime experience, including chamomile flower sourced from tea farms in Faiyum, Egypt, valerian root, shown in several studies to improve the ability to achieve high-quality sleep without grogginess, hop flowers, lavender flower, and lemon balm leaf. Sweet Slumber is organic, caffeine-free, non-GMO Verified, and made with Fair Trade Certified ingredients.

Sweet Slumber will be available in February 2020 and retail for $6.99 for a 16-count box on numitea.com.

Numi marked its shift from tea to wellness with the introduction of its award-winning Daily Super Shots last year. With the introduction of Sweet Slumber and Drinking Chocolates, the company demonstrates its commitment to innovation in response to consumer demand for functional, better-for-you beverages.
Founded in 1999 by brother and sister Ahmed Rahim and Reem Rahim, Numi Organic Tea is an award-winning social enterprise, founding B Corporation member, and leading purchaser of organic, Fair Trade teas distributed in more than 50 countries. Still family-owned and headquartered in Oakland, California, Numi supports community development projects both locally and internationally that create lasting positive impacts for people and the Earth. To date, Numi has contributed more than USD $1 million in Fair Trade Premiums in its tea farming communities. Numi’s Fair Trade and fair labour commitments have helped sponsor schools, hospitals, community centers, road construction and other improvements for living standards.

To learn more, visit Numitea.com.

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