Consumer interest in healthy beverages has led to an evolving marketplace within the industry, experts note. For instance, the tea category has experienced sales increases due to consumer emphasis placed on healthy living habits, according to a January report from Santa Monica, Calif.-based IBISWorld titled “Tea Production in the US.”

Ito En North America Inc., Brooklyn, N.Y., a subsidiary of Ito En Ltd., will debut bottled Shincha green tea in the United States. Shincha is the year’s very first harvest of green tea, which is known for its fresh and lively flavor, sweet finish, and smooth umami character, the company says. The company plans to bottle the tea, which is only accessible for a few months each year, under its Oi Ocha green tea brand and release it online and at select U.S. retailers for a limited time.

The old saying goes, “An apple a day keeps the doctor away,” but consumers also are turning to beverages such as tea to support their health.

Honest Tea, a Bethesda, Md.-based independent operating unit of The Coca-Cola Co., recently crossed a major milestone, selling more than 1 billion beverages since its founding in 1998.

Nestea, a brand of Stamford, Conn.-based Nestlé Waters North America, announced the revival of the brand’s “Nestea Plunge” marketing effort with the new 2014 advertising campaign. This updated communication strategy is designed to promote Nestea’s new recipe, which features more flavor and fewer calories, the company says.

Known for its ready-to-drink line of Teas’ Tea beverages, Ito En North America Inc. has entered the coffee segment with its new ready-to-drink Jay Street Coffees.

Honest Tea, an independent operating unit of The Coca-Cola Co. based in Bethesda, Md., released its zero-calorie Unsweet Lemon Tea nationwide.

Herbal Water Inc. launched Ayala’s Herbal Teas in Peppermint Melissa Spearmint, Nutmeg Cacao Nibs Cardamom, Chamomile Bergamot Vanilla and Rooibos Cinnamon Rose Petal varieties.

The Double Cola Co. introduced its first line of ready-to-drink teas.

Following Seattle-based Starbucks Coffee Co.’s acquisition of Atlanta-based Teavana Holdings Inc. at the end of 2012, the tea industry is waiting for the hot tea segment to boom, according to experts.