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Cusa Tea Announces Key Hire, New Herbal Tea Line and Nationwide Launch with Vitamin Shoppe

Revolutionary Premium Tea Brand Adds Herbal Line and More National Distribution, and Hires VP of Sales


Boulder, CO (November 6, 2019) - Cusa Tea, the world's first premium and organic instant tea, announced that it has hired a VP of Sales, added an herbal tea line and launches nationwide with Vitamin Shoppe this week.

Founded in 2016, Cusa Tea uses only hand-selected, premium organic teas and real fruit, spices and herbs to make a delicious and convenient tea that's ready to drink, hot or cold, in seconds. Cusa Tea’s revolutionary products are available in ten different varieties, have no sugar, additives, fillers, or preservatives, and can be dissolved in a 12-14 oz. cup instantly. 

Launch with Vitamin Shoppe

Vitamin Shoppe will launch seven Cusa Tea products - three herbal teas, three green and black teas, and the Cusa Tea Variety Tea Pack. With the addition of Vitamin Shoppe, Cusa Tea’s products are available in more than 2,000 retail locations, including partners like Sprouts, REI, King Soopers, Safeway, HEB and Cost Plus World Market, as well as online via Amazon and

Herbal Tea Line

Cusa Tea's herbal tea line was developed in response to consumers' demands for caffeine-free options, as well as the success of functional teas on the market. To develop the line, they worked with a Denver-based licensed herbalist who studied Chinese Medicine at Bastyr University, Nicholas Wismann.

Three of the line's flavors, Everyday Wellness, Deep Doze and Slim Savvy, will be sold at Vitamin Shoppe, who has three-month retail exclusivity to sell the new products. Two more herbal flavors, Immune Boost and Mellow Movement, will be released in January 2020.

VP of Sales Beata Pabian

In addition to the new products and distribution, Cusa Tea has brought on board a Vice President of Sales, Beata Pabian. Pabian brings a wealth of experience, having begun her career with a decade at General Mills. From there she went into the organic and natural foods industry as a category manager and buyer for Wild Oats Markets, working with star-ups and leading companies driving innovation and progress in the industry.

From there she moved on to SPINS and then Data Darden, and then into buying and category management at KeHE Distributors. Ultimately she moved back into manufacturing, joining The Jackfruit Company and growing the business into multiple categories. After a quick stint at Lily's Sweets, Beata joined Cusa Tea in late October as a VP of Sales, where she will harness her past experience in the natural foods industry she’s helped to grow over the last 25 years.

About Cusa Tea 

Cusa Tea is the world's first premium organic instant tea. Made from organic tea with zero sugar, preservatives, or additives, you get a perfect cup every time. At Cusa Tea, our mission is to recreate the taste and experience of tea found in the traditional Asian tea shops. Cusa Tea’s convenient, single-serving packets will deliver a precisely brewed cup of delicious tea that’s free of chemicals, additives, fillers, or excess sugar when you need it.

Media Contact

Robin Shelley
Marketing Manager

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