30/01/08 Celestial Seasonings, a leader in the specialty tea category, recently launched a new line of gourmet whole bean coffee. These 100 percent natural coffees are USDA Organic and Fair Trade Certified, and are available in five distinctive flavors.

"Nearly 40 years of excellence and innovation in tea-making has made Celestial Seasonings a recognized leader in the hot beverage category," said David Ziegert, acting general manager at Celestial Seasonings. "With the introduction of coffee we are leveraging our flavor expertise and equity in this category. Additionally, our research found that tea drinkers enjoy coffee several times each week, so we are providing them with another great-tasting, high-quality option from Celestial Seasonings."

Coffee flavors include Morning Thunder, Decaf Morning Thunder, French Roastaroma, Caramel Mocha and Vanilla Hazelnut. The coffees are packaged in a unique re-sealable zipper lock bag that helps prolong the freshness of the beans and preserve the flavor.

Celestial Seasonings coffees are shade grown to promote a healthy environment for migratory birds in the growing region, and to support biodiversity that helps sustain rainforests. Shade also helps enhance the bean's flavor profile, as it matures more slowly out of the sun. Additionally, the line is Fair Trade Certified, which guarantees fair prices for farmers and improves their opportunities for health care, housing and education.

The beans are roasted using a distinctive process that has been perfected over the last 60 years. Rather than applying a direct flame, which can burn the beans and result in a bitter taste, Celestial Seasonings roasts its coffee beans using an indirect but powerful stream of hot air, resulting in a more flavorful and aromatic coffee.

The coffee is available online at www.celestialseasoningscoffee.com and at select retail outlets at a suggested retail price of $9.99 per 12-ounce bag. National distribution of the product is expected beginning 2008.