Tazo Tea Company (TAZO) is a tea and

herbal tea Herbal teas, technically known as herbal infusions, and less commonly called tisanes (UK and US , US also ), are beverages made from the infusion or decoction of herbs, spices, or other plant material in hot water. Often herb tea, or the plai ...

blender and distributor founded in

Portland, Oregon Portland ( ) is the List of cities in Oregon, most populous city in the U.S. state of Oregon, located in the Pacific Northwest region. Situated close to northwest Oregon at the confluence of the Willamette River, Willamette and Columbia River, ...

. It is now a

Lipton Teas and Infusions LIPTON Teas and Infusions B.V. is a Dutch multinational company headquartered in Amsterdam, that produces tea and other herbal drinks. Founded as a spin-off from Unilever in 2021, it is the largest tea company in the world, owning brands, ...

division and is based in Kent, Washington.

History

Tazo () Tea was founded in 1994 by Steven Smith. The manufacturing and distribution was maintained by North American Tea & Coffee, a Canadian-based food manufacturing company. Tazo approached then

Starbucks Starbucks Corporation is an American multinational List of coffeehouse chains, chain of coffeehouses and Starbucks Reserve, roastery reserves headquartered in Seattle, Washington. It was founded in 1971 by Jerry Baldwin, Zev Siegl, and Gor ...

CEO Howard Schultz in 1998, seeking further investment partners. The company was purchased by Starbucks in 1999 for $8.1 million. Starbucks opened the first Tazo-branded tea shop in November 2012. It closed a year later and was converted into a

Teavana Teavana Corporation was an American tea company, which previously had locations throughout the United States, Canada, Mexico, and the Middle East. Starbucks acquired Teavana in 2012, and in 2017, Starbucks announced it would close all Teavana loc ...

store. In November 2017, Starbucks sold Tazo to Unilever for $384 million. Unilever reached an agreement in November 2021 to sell the majority of its tea business to private equity firm CVC Capital Partners for €4.5 billion. This included the Tazo business. The sale was completed in July 2022, with the new company named Lipton Teas and Infusions.

Marketing

The company uses "

New Age New Age is a range of Spirituality, spiritual or Religion, religious practices and beliefs that rapidly grew in Western world, Western society during the early 1970s. Its highly eclecticism, eclectic and unsystematic structure makes a precise d ...

"-style marketing and product labeling. For example, every box of tea was once labeled as "blessed by a certified tea shaman" and an original tag line was "The Reincarnation of Tea." Until 2013, the logo used the Exocet

typeface A typeface (or font family) is a design of Letter (alphabet), letters, Numerical digit, numbers and other symbols, to be used in printing or for electronic display. Most typefaces include variations in size (e.g., 24 point), weight (e.g., light, ...

, slightly modified. For example, the T in Tazo was changed for readability purposes in 2006 by sliding the cross-piece toward the top of the letter.

References

External links

Official Website
{{Starbucks Tea companies of the United States Tea brands in the United States Lipton Teas and Infusions Former Unilever brands Starbucks Food and drink companies established in 1994 American companies established in 1994 Food and drink companies based in Washington (state) Companies based in Kent, Washington 1994 establishments in Oregon 1999 mergers and acquisitions 2017 mergers and acquisitions American subsidiaries of foreign companies

History

Marketing

See also

References

External links