According to Mintel’s report, “Tea and RTD Tea--U.S.--May 2007,” tea sales reached more than $3 billion in the U.S. alone, a growth of almost 30% since 2001. Tea, as an ingredient, has also been the nucleus of product innovation across food and beverage categories. Whether used as a flavor or functional ingredient, tea and its health benefits are resonating with manufacturers and consumers. Although not a common ingredient, green tea extract appears in a number of hot and cold cereals, typically positioned as a heart-healthy antioxidant.
Kashi has taken the use of tea in cereal one step further, by adding decaffeinated white tea extract in Heart to Heart Honey Toasted Oat Cereal. Kashi has already formulated its cereal with green tea extract, but the addition of white tea is a first in the category. In addition to containing antioxidants (including green tea extract, grape seed extract, vitamins E and C, and beta-carotene), white tea supports healthy arteries, the company notes.