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STEAZ: Making The Case For The Benefits Of Green Tea By Richard Davis(Adds details, byline, to previous story)NEWTOWN, Penn.,--(BEVERAGE MARKETING)--Monday, December 27, 2004Green Tea (Camellia sinensis) may not be cool or sexy, but Japan is awash in the stimulating herb and it is the hot new nutraceutical ingredient in many of Japan's latest health drinks. Japanese shell out a lot of yen to get their daily fix of green tea, which contains the essential tranquilizing amino acid Theanine, on the surface Japanese green tea looks rather innocuous, but if you drink green tea all day and into the night, typically the need for sleep lesions and a state of pseudo-euphoric relaxation and well-being can be achieved, according to the Shinto monks. But, unlike caffeine, theanine increases GABA (gamm-amino butyric acid), an inhibitory neurotransmitter that diminishes stress. And. Japanese researchers have documented that theanine also increases the levels of dopamine in the brain, the dopamine hormone is depleted by stress, overwork and caffeine.Green tea is deeply embedded in the Japanese culture, they simply refer to it as 'o-cha', meaning just green tea. Recently, however, quite removed from the traditional way of drinking the brew is the new phenomenon of consuming green tea heath drinks, that has been spreading across Japan. These packaged health drinks are sold everywhere from vending machines to supermarkets, a "green tea aficionado" said the reason for the steep price of Japanese green tea is only superficial like the domestic price of saké or what they call 'water from heaven', saying there is no significant benefit over non-Japanese grown green teas, in fact, only the domestic tax. Why should anyone care about the price of green tea, if we don't even drink the stuff, given the headlines in the medical journals about the nutraceutical health benefits, we may soon be drinking green tea in one form or another.Green tea is also rich in catechin tannins (pronounced CAT-ih-kins), research suggests that catechins may be more powerful than vitamins C and E in stopping free radical damage to cells that may have other disease-fighting properties in addition. Perhaps, if I am reading my tea leaves correctly, the latest upcoming trend may hold a green tea soft drink in ones future, perhaps a Steaz Green Tea Soda from "The Healthy Beverage Company" who has taken a cultural cue from Japanese green tea experience. Where as most Japanese health drinks just aren't up to snuff, for the occidental sweet tooth or they are just too expensive for the natural foods marketplace. This Pennsylvania start-up aims to change all that with just one sip of their Steaz Green Tea Soda. It may just change the way you feel about that bitter cup of green tea forever. Each bottle is micro-brewed fresh from the finest Ceylon green tea, grown high in the fog-shrouded, mountains of Sri Lanka. To make it sweet and healthy they blend in the highest quality organic cane sugar on the planet. The result is a tantalizing green tea soda that will sure to "pleaz the palate". Steaz Green Tea Sodas are available in six popular flavors including cola, lemon dew, raspberry, orange, key lime, and even root beer. It is one of the first soda brands ever to be branded with the USDA Certified Organic seal and they are even kosher approved. Steaz Green Tea Soda comes in 12 oz. glass bottles, sold separately or in 12 and 24 count cases. They are 100% natural and contain no preservatives and also come in slimming diet versions. Co-founded in October 2002 by Eric Schnell and Steve Kessler, neither is new to the beverage biz. Eric is the former president of Long Life Organic Teas, and Steven is the past president of Iceland Spring Bottled Water. Both have a background in the natural foods industry. So coming up with Steaz Green Tea Soda was a natural. For more healthy inf. check out their web site at http://www.steaz.com.CONTACT:Organic Works Marketing, LLCCheryl Roth, 212/253-0474cheryl@organicworksmarketing.com http://www.organicworksmarketing.com
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