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A new kind of tea: Ocha Shincha

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Bottled Shincha, the year’s first harvest of green tea, is available in the U.S. For centuries, Shincha has been eagerly anticipated and celebrated in Japan for its fresh and lively flavor. The “new tea” (“Shin” means new in Japanese, and “cha” means tea) is available for only a few precious months (perfectly timed for this summer heat) and is actually better for you than typical green tea: it has higher concentrations of the amino acid L-theanine, catechin antioxidants and Vitamin C, and it’s also lower in caffeine.

For centuries, Japan has had its Shincha: the year’s very first harvest of green tea, celebrated for its fresh and lively flavor, naturally sweet finish and smooth umami character. Accessible for only a precious few months, the much anticipated first harvest will be introduced to Americans for the very first time in convenient ready to drink bottles, capturing the season’s most refined flavors, under ITO EN’s leading Japanese brand of green tea, Oi Ocha.

In Japanese, “shin” means new and “cha” means tea. Shincha’s singular character derives from its harvest starting in early April, when young green tea leaves contain naturally higher concentrations of nutrients and vibrant flavors, the result of wintertime dormancy. Fresh Shincha leaves are distinct from latter-harvested green teas, with a subtle sweetness attributed to a higher content of the amino acid L-theanine and a lower caffeine content. The rich and vividly green tea leaves are not only fragrant and fresh in taste, but higher in Vitamin C and catechin antioxidants than regular green tea.

“Americans’ evolved palates are appreciating the flavor nuances among green teas, making this the optimal time to introduce Shincha in a modern and convenient way,” says Rona Tison, Sr. V.P. of Corporate Relations of ITO EN (North America) INC. “Authentically brewed and bottled to preserve the young green tea’s essence, Oi Ocha’s Shincha is an experience like no other.”

ITO EN, the innovators of the Oi Ocha brand, is Japan’s leading purveyor of green tea. The company has been a major force in cultivating the green tea movement in America, introducing the first unsweetened bottled green teas to the US in 2001. ITO EN has unmatched access to Japan’s highest-quality Shincha and other green tea leaves, owing to its direct network of tea growers and farmers. The long-running and deep supply relationships enable the company to consistently realize the world’s highest quality tea leaves.

Benefits of Green Tea

  • Improves health and brain function.
  • Enhances physical performance and increases fat burning.
  • Lowers risk of various types of cancers.
  • Can kill bacteria and improve dental health.

Oi Ocha Shincha is available in 16.9 fl. oz., BPA-free recyclable bottles at select retailers and at www.itoen.com.

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