NHB Partners with Major Tea Brand on National Retail Promotion

When many people think of honey, they think of tea; the pairing has been one that has stood the test of time and is still considered a favorite today. Because of the romance between these two flavorful kitchen staples, the National Honey Board (NHB) has been working to bring a tea and honey partnership to life at retail and is excited to announce its partnership with popular tea brand Celestial Seasonings.

Founded in 1969, Celestial Seasonings is the largest specialty tea producer in North America and is also the number one brand purchased when honey is in the consumer’s shopping basket (per Catalina, 2017 data). With honey holding strong in the top ten for fastest-growing grocery categories and continued household penetration growth, honey is in a unique position to benefit from a strong promotion with Celestial Seasonings, which is stocked in over 90% of all food retailers.

This partnership is designed to drive impulse sales of honey with a high-value offer at retail. The campaign will feature a free-standing insert in the Sunday coupon section to be delivered to on February 25. This insert will contain a beautiful image of honey and Celestial Seasonings as well as an instant-redeemable coupon for $2.50 off the purchase of Celestial Seasonings tea and any honey 12 oz. or larger. Coupons can be redeemed for instant savings at your favorite food retailer.

Because honey and tea come in such a wonderful range of flavor profiles, the NHB asked Tea Sommelier Cynthia Gold to recommend some of her favorite tea and honey pairings. Here are her observations, designed to elevate your experience.

ALFALFA
This delicate and lightly spicy honey goes particularly well with a Bai Mu Dan white tea, bringing out the tea’s brightness and clarity.

ORANGE BLOSSOM
Natural complement to the subtle floral and fruit notes of a Chinese Bai Mudan White Tea; wonderful balancing effect on Oolong Teas.

CLOVER
This mild honey, grassy with hints of vanilla, produced a beautiful, lively finish to a slightly earthy and nutty Chinese Dragonwell Green Tea.

SAGE
Pairing perfectly with an earthy Pu-Erh, this lightly floral honey also smoothes, rounds and balances the astringency of Black and Oolong teas.

TUPELO
The honey’s bright herbal spiciness and buttery undertones deepen and round the flavors of the Chinese Dragonwell Green Tea.

WILDFLOWER
A natural with Oolong teas, particularly the heavier oxidation Da Hong Pao, making the floral notes more distinct.

BUCKWHEAT
This dark, earthy, slightly malty honey was a natural to pair with the full-bodied Yunnan.

With the vast selection of tea varieties offered by Celestial Seasonings coupled with the coupon savings on honey and Celestial Seasonings tea, it is easy for tea lovers to create their own favorite flavor pairings! Honey and tea have been perfect partners for centuries, but our new partnership with Celestial Seasonings promises to take that enjoyment to the next level.

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