Mitsui & Co.’s affiliate Mitsui Norin Co., Ltd., leader of Japan’s black tea industry, has launched ‘Oriens,’ a new premium black tea brand. On August 28, 2017, an initial line-up of four products went on sale — Darjeeling Splendour, Earl Grey Awakening, Oriental Queen, and Tea Anthology.
The concept behind the new brand is one of enjoying your own time with the satisfying flavor of Oriens, which is the Latin term for orient. Mitsui Norin was established in 1909, and over this extended period has been developing products based around Nittoh Black Tea, its core brand. This new brand was created with quality backed by over 100 years of experience and technology, and represents the company’s full-scale regeneration and evolution which will lead it through the next 100 years of tea culture.
Mitsui Norin offers 3 product lines: tea bags and powder products under the Nittoh Black Tea brand for retail channels; powder and liquid products for food services and vending machine channels; and tea ingredients for RTD (Ready-To-Drink) tea channels, with all three pillars creating a total annual revenue of JPY 25.6 billion (USD 228 million). By launching Oriens, Mitsui Norin will enter into the premium market, and aims to continue to support tea market revitalization and adding value to black tea.