Celestial to revert to original design after sales dip
Celestial Seasonings plans to revert to its classic packaging following a slump in sales attributed to a recent design revamp. Hain Celestial Group announced plans to return to the previous look following a drop in tea sales, and research suggesting that core consumers were confused by the new packaging design, which may have led some to purchase another brand instead. The introduction of a new, slicker design in August 2015 benefitted from a lot of marketing support in-store and online, and was aimed at a younger generation of drinkers who may have considered the brand outdated. But the plan seems to have backfired and the company is expecting to revert to the classic design by September in order to bring back its core customers.