Gen X'd Out

Why did the Hain Celestial Group recently revive its 45-year-old tea brand? As the company’s top executive explains it, ‘Millennials are big tea users, and I think they looked at Celestial (Seasonings) maybe as their father’s Oldsmobile.’

Irwin Simon, founder, president and chief executive officer of the Lake Success, N.Y.-based company, said the brand’s consumers were primarily ‘aging baby boomers.’

Leave a Reply

Your email address will not be published. Required fields are marked *