Celestial Seasonings reverts to old design, adds new teas
Celestial Seasonings has reverted to traditional packaging design to counter falling sales following customer dissatisfaction and confusion. The company also took the opportunity to introduce five new varieties to the range, including matcha, as well as to bring back a fan favorite. According to the founder and CEO of the company, the new modern and more minimalist designs lacked some of the "magic" associated with the brand. Celestial Seasonings also expanded the product portfolio with herbal, green and matcha varieties. An integrated marketing campaign around "the magic of tea" will support the relaunch.