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Tea Drinkers Experience an Adventure at Every Turn With a Book Club by Celestial Seasonings®

Dec 11 2007 - 9:06am

Celestial Seasonings® partners with Random House, Inc. to deliver a book club with multi-sensory appeal

(NASDAQ:HAIN)

BOULDER, Colo., Dec. 11 /PRNewswire/ -- Celestial Seasonings introduces "Adventure at Every Turn," a Web-based book club designed to bring to life the company's new positioning, "Tantalizing Adventures for the Senses." Celestial Seasonings is partnering with Random House, Inc. to feature noteworthy books that take readers on global adventures without leaving home to emphasize the worldly nature of Celestial Seasonings teas and the adventurous spirit of the company.

"Adventure at Every Turn" book club members gain access to themed tea selections, recipes using Celestial Seasonings teas as an ingredient, and decor, music and activity tips inspired by the featured book and designed to engage each of the senses. Along with downloadable book discussion guides and e-mail invitations, these features enable members to organize and host memorable, thought-provoking book discussion events.

In preparation for the launch of the brand's new direction, Celestial Seasonings recently conducted research to learn more about their consumers' tea-drinking habits and lifestyle preferences. When asked about their preferred form of leisure activity, 70 percent of tea drinkers said "reading books," and 70 percent said nothing was more important to them than friends and family.

"Our research tells us that our tea drinkers enjoy reading and spending time with family and friends. A book club is a great way to combine these interests and offers us the opportunity to reinforce the new direction of our company," said David Ziegert, acting general manager at Celestial Seasonings. "Book club members will be involved in an experience that engages each of the senses, including the extraordinary flavors and aromas of our teas."

The book club features a new book published by Random House, Inc. every other month beginning in December, and the introductory book selection is The End of the Alphabet by CS Richardson. Members will have access to content related to both the currently featured book and past selections at all times through the book club Web site, http://www.celestialseasoningsbookclub.com/.

To join, consumers are required to visit the Web site and submit UPC codes from two boxes of Celestial Seasonings tea. Upon registering, members receive an e-mail confirmation along with a promotional code entitling them to free shipping for featured books purchased through the Random House, Inc. Web site, http://www.randomhouse.com/. Members gain access to the Web site via a personal password.

While quantities last, members will receive a book club starter kit designed to complement The End of the Alphabet. The kit features tea pairings and book club information, recipe cards and bookmarks to be shared with club members, and samples of Celestial Seasonings tea. The kit provides everything members need to host their first discussion group.

Celestial Seasonings introduced new packaging, a bold new logo and an exciting new approach to how it delivers tea in July 2007. The company's new positioning of "Tantalizing Adventures for the Senses" is at the core of all future initiatives, including the "Adventure at Every Turn" book club, new packaging and exciting new product introductions. This direction communicates the differentiating product attributes that most resonated with consumers, according to research conducted by Celestial Seasonings. These attributes include high-quality ingredients, variety and uniqueness of flavors, and the teas' inviting aromas and flavors that engage the senses.

Celestial Seasonings

Celestial Seasonings, a brand of The Hain Celestial Group, creates delicious, all-natural specialty teas that offer a variety of extraordinary tea-drinking experiences. Each of the more than 100 flavors is expertly crafted using only the highest quality 100 percent natural herbs, teas, spices and fruits to produce fresh, delicious tea. For nearly 40 years, Celestial Seasonings has blended unique and healthful herb, green, white, black, red, organic, chai and wellness teas, each adorned with beautiful imagery and inspiring words and designed to delight your palate, nourish your body and feed your mind and spirit. For more information, visit http://www.celestialseasonings.com/.

The Hain Celestial Group

The Hain Celestial Group (NASDAQ: HAIN), headquartered in Melville, NY, is a leading natural and organic food and personal care products company in North America and Europe. Hain Celestial participates in almost all natural food categories with well-known brands that include Celestial Seasonings®, Terra®, Garden of Eatin'®, Health Valley®, WestSoy®, Earth's Best®, Arrowhead Mills®, DeBoles®, Hain Pure Foods®, FreeBird™, Plainville Farms™, Hollywood®, Spectrum Naturals®, Spectrum Essentials®, Walnut Acres Organic™, Imagine Foods™, Rice Dream®, Soy Dream®, Rosetto®, Ethnic Gourmet®, Yves Veggie Cuisine®, Linda McCartney®, Realeat®, Lima®, Grains Noirs®, Natumi®, JASON®, Zia® Natural Skincare, Avalon Organics®, Alba Botanica® and Queen Helene®. For more information, visit http://www.hain-celestial.com/.

SOURCE: Celestial Seasonings

CONTACT: Tracie Lesser of Burson-Marsteller, +1-312-596-3521,
Tracie.Lesser@bm.com

Web site: http://www.celestialseasonings.com/
http://www.hain-celestial.com/
http://www.celestialseasoningsbookclub.com/
http://www.randomhouse.com/