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Article: JAPAN'S ITO EN TO CHANGE TASTE OF ITS POPULAR GREEN TEA.

Article from:
AsiaPulse News
Article date:
April 5, 2005
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TOKYO, April 5 Asia Pulse - Ito En Ltd. (TSE:2593) plans in May to revamp the taste of Oi Ocha, its leading green tea beverage, for the first time in 17 years in an effort to fend off competitors.

The company expects shipments of 75-80 million cases and sales of 160 billion yen (US$1.5 billion) for fiscal 2005.

Green tea is one of the few bright spots in the market for soft drinks and competition is bound to intensify as new green tea products enter the market and major players refresh their lineups.

Oi Ocha was introduced in ...

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