ITO EN (North America) INC. the Brooklyn based creators of green tea beverages and award-winning TEAS' TEA line - will launch in partnership with Whole Foods Market, an Unsweetened Matcha product line under its innovative brand - Matcha LOVE.

Taking a modern approach to the ancient ritual of Matcha, the finely milled green tea powder made from premium green tea leaves is taking new heights for its fresh taste and nutrient-rich energy boost. The new Organic Matcha LOVE will be brewed with 100% Organic Matcha and whole green tea leaves, offering an authentic experience with restorative powers.

"We're excited to partner with Whole Foods to highlight ITO EN's matcha expertise in response to the rapidly increasing demand for matcha. Our Matcha LOVE brand is an affordable and convenient beverage for any occasion," says Adam Hertel, Sales VP of ITO EN (North America) INC.

Each bottle will offer 350 mg of Catechins, the EGCG tea antioxidant that helps maintain overall good health and 240 mg of Vitamin C. Available in three (3) Unsweetened flavors- Traditional, Ginger and Vanilla, the teas will be packaged in 16.9 fl oz BPA free PETE bottles. Naturally zero calories with no artificial colors or additives, consumers can now enjoy Matcha beyond the traditional ceremonial use with the full health benefits of consuming the entire tea leaf.

Matcha celebrated for its "umami" flavor, a fifth taste sensation known for its savory subtle sweetness, is a result of the amino acid, L-Theanine, known to help with mental clarity and "calm altertness." With a refreshingly bold and smooth taste, the convenient on-the-go bottles are perfect for the lifestyle of the active and health conscious consumer.

"With our green tea expertise and proprietary brewing methods, we've created a fresh tasting tea that captures the purity and vitality of Matcha," says Jim Hoagland, C.O.O. of ITO EN (North America) INC. "Customers can now enjoy the refreshingly rich flavors and benefits of Matcha without the fuss of the traditional preparation."

The new Matcha LOVE will retail at $2.29-$2.49. For more information please visit matchalove.com or www.itoen.com.