This represents the third line of natural shots under the Celestial Seasonings brand name, preceded by Kombucha Energy Shots and ENERJI Green Tea Energy Shots. Late last year, the Sleepytime brand expanded its reach even further, entering the sleep aid segment with Sleepytime Snooz Natural Sleep Aid herbal supplement “We started to see that there was this growing trend in shots … and felt that we could really get out there with the Sleepytime name and really drive that category,” Stolte says. The tea also is fortified with vitamin C, Stolte notes. Research discovered that parents were already giving their children Sleepytime tea, so the company developed Sleepytime Kids, which features a Grape flavor and is sweetened with stevia to better suit the taste profiles of children. The company also launched Sleepytime Kids last year to reach a younger demographic. This was a great opportunity for a need state in the evening that wasn’t being addressed by green, so we were able to fill that and we’re seeing great success with this.” “A lot of consumers drink their green tea in the morning, they drink it in the afternoon, but because of the caffeine they don’t drink it at night. “Sleepytime Decaf Green Tea was satisfying a need state that was missing for consumers,” she explains. This month, the brand launched Sleepytime Decaf Blackberry Pomegranate Green Tea in response to the success of its Sleepytime Decaf Lemon Jasmine Green Tea, Stolte says. “Our Sleepytime business this hot tea season is up almostģ0 percent.” Hot tea season operates from October through March, the company notes. “When we extend it to like vanilla and peach and then we bring it into the green family and then into the wellness family, it’s a natural extension of developing the Sleepytime franchise,” Burns says.
Last year, original Sleepytime tea sales increased approximately 10 percent, she adds. The Sleepytime franchise alone accounts for nearly 6 percent of the total share of specialty tea, says Jennifer Stolte, senior director of marketing. In some cases, the nature of the item means that it is non-returnable, for example, due to hygiene/health and personal care/wellness/consumable nature of the product.Building on the product’s equity, the Sleepytime brand now extends across all of the company’s major segments of tea, including its green teas, wellness teas and flavored herbal teas. Office Products and Wireless Returns Policy
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