Matcha LOVE® CULINARY MATCHA Wins Award at World Tea Expo 2015

ITO EN, the premier leading green tea company, announced that its new Matcha LOVE CULINARY MATCHA won the “Best New Product-Tea as an Ingredient” award at the recent World Tea Expo 2015, the leading trade show and conference focused 100 percent on premium tea and related products.

“We are greatly honored with this award as we invite more aspiring cooks to explore the purity and vitality of the entire green tea leaf,” said Rona Tison, SVP of corporate relations. “The fresh balance of sweetness and herbaceous grassiness is a taste profile and sensation like no other.”

Fast becoming a popular ingredient for its rich umami taste and antioxidant-rich benefits, Matcha LOVE’s CULINARY MATCHA is the new must-have ingredient for the modern pantry. The finely milled green tea powder, traditionally used in Japanese tea ceremonies, is made from premium-quality whole tea leaves. Today a versatile ingredient used for baking or cooking, whether for sweet or savory dishes, it is also a favorite in smoothies and super drinks. Celebrated for its powerful EGCG tea antioxidants and vitamin C, matcha is considered a natural energy boost with a “calm alertness.”

Rich in L-theanine, the amino acid necessary to create what scientists and renowned chefs refer to as “umami synergy,” matcha generates new layers of amplified flavors with a sweet lingering taste sensation. Bold and rich in flavor with an herbaceous finish, a little matcha goes along way.

The new CULINARY MATCHA joins the Matcha LOVE^® line of ceremonial matcha powder, teabags and convenient on-the-go “no fuss” Matcha drinks, available in unsweetened and sweetened. A modern take on an ancient ritual, the innovative Matcha LOVE^® line is making its way into the urban lifestyle for its fresh authentic taste and restorative powers. Matcha LOVE^® is available in specialty food stores, natural and mainstream markets nationwide. For more information, please visit www.matchalove.com or www.itoen.com.