Hain Celestial Celestial Seasonings tea
Hain's Celestial Seasoning packaging refresh failed to resonate with consumers.

Lesson learned

One of the hard lessons learned for Hain Celestial during the past year involved efforts to revitalize the Celestial Seasonings tea brand with modern packaging. The company had hoped to make an impact with millennials, but the contemporized tea packaging failed to appeal to new and core consumers, prompting a decline in sales for the brand during the recent quarter. By September, the company had transitioned back to its classic packaging.

“We changed our packaging, and consumers didn’t like it,” Mr. Simon said. “I guess you could say we made a mistake. We are going back to our original packaging. Celestial is a great brand, the No. 1 herbal tea, specialty tea, an exciting brand, and that is some of the things that hurt our growth.”