Peet’s Coffee Launches Mighty Leaf Iced Teas, Infusions
New beverages marks the third launch of a campaign that includes Javiva blended iced coffee, cold brew coffee and signature cold brew drink, The Black Tie
Peet’s Coffee introduced Mighty Leaf iced teas and iced tea infusions at its retail locations nationwide. The company has been on an innovative streak this year, introducing a series of new handcrafted iced beverages as part of its summer refreshment campaign. The new Mighty Leaf iced teas and iced tea infusions mark the third launch of the campaign that includes Javiva blended iced coffee beverages, cold brew coffee and its new signature cold brew drink, The Black Tie.
“Admittedly, Peet’s has been underdeveloped in the iced beverage category. We’ve been aggressively innovating this year to change that as Javiva has driven significant growth, cold brew coffee is flying out of our stores, and we believe Mighty Leaf will now be a home run in elevating our tea experience.”
“With the majority of Peet’s stores in California, we’re in the midst of a heat wave, so it couldn’t be a better time to help customers cool off with our refreshing, small-batch brewed Mighty Leaf iced teas and iced tea infusions” said Tyler Ricks, chief marketing officer of Peet’s Coffee and board member of Mighty Leaf Tea. “Admittedly, Peet’s has been underdeveloped in the iced beverage category. We’ve been aggressively innovating this year to change that as Javiva has driven significant growth, cold brew coffee is flying out of our stores, and we believe Mighty Leaf will now be a home run in elevating our tea experience.”
Mighty Leaf Iced Teas & Iced Tea Infusions
Mighty Leaf’s new iced teas are all natural, flavor forward, and fresh brewed in small batches every day while the iced tea infusions are handcrafted using lemonade or limeade and hints of mint, tropical fruits and berries. These drinks replace Peet’s former iced tea and tea cooler beverages. Mighty Leaf iced tea drinks range from $1.85 to $2.85 (depending on size) and iced tea infusions range from $2.85 to $3.85. The complete Mighty Leaf iced tea drink menu includes:
- Summer Solstice Iced Tea – refreshingly rich black tea that is smooth and mildly brisk with a lightly toasty character.
- Mango Sunrise Iced Tea Infusion – bright, sweet black tea with ripe mango and tart lemonade.
- Green Tea Tropical Iced Tea – Mighty Leaf’s best-selling smooth green tea balanced with tropical fruit notes.
- Green Tea Mojito Iced Tea Infusion – alcohol-free, sweet tropical green tea with tangy limeade and hint of mint.
- Herbal Pomegranate Berry Iced Tea – caffeine-free blend of tangy pomegranate, berries and citrus with hibiscus and rose hips.
- Herbal Pomegranate Blueberry Iced Tea Infusion – caffeine-free Mighty Leaf Pomegranate Berry iced tea with lemonade and hint of blueberry.
Peet’s Unifies All Teas Under Mighty Leaf Brand
Later this summer, Peet’s will unite its entire tea assortment under one brand, Mighty Leaf Tea. The tea assortment will include Mighty Leaf products as well as existing Peet’s tea products that will be rebranded as Mighty Leaf Tea over the next several months. Last year, Peet’s Coffee acquired Mighty Leaf Tea to gain a stronger presence in the high-growth premium tea category.
“Tea is the second most popular beverage in the world behind water, and Americans drank nearly four billion gallons of tea last year alone,” added Ricks. “Mighty Leaf and Peet’s teas are built on the highest standards of craft and quality. We’re uniting these exceptional teas under the Mighty Leaf brand to give tea lovers a focused, premium tea experience in our stores with more innovative, artisanal blends and handcrafted tea beverages.”
Mighty Leaf Tea continues to operate as a full-functioning, stand-alone company. In April, former PepsiCo. and Diageo executive Sheila Stanziale was appointed as Mighty Leaf’s CEO to further strengthen the brand’s global market position. Mighty Leaf Tea products are currently available in Peet’s U.S. retail stores, major grocery stores, wholesale channels and foodservice, specialty retailers, high-end restaurants and premier hotels and resorts.