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August 2006 |
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Product Reviews / Main Nibbles / BeveragesIto En Sencha ShotPowerhouse In A Can
CAPSULE REPORT: High-antioxidant sencha green tea in a can is the Japanese equivalent of an espresso—quick, strong and invigorating. But espresso doesn’t have green tea’s health-giving catechins. This green tea has such depth of flavor, body and mouthfeel, even espresso-loving Italians may become fans. It used to be folk medicine that an apple a day would keep the doctor away. Now we know scientifically that a few cups of green tea will more likely do the trick. Ito En, the leading tea company in Japan, has already helped Americans get their EGCGs with a delicious line of bottled iced teas called Teas’ Tea. To this they have added the Sencha Shot, 6.4 fluid ounces of brewed, unsweetened sencha* tea in a can. (The can is steel, by the way—many Japanese soft drinks are in steel cans because Japanese consumers prefer the higher quality, feel and aesthetic of steel.) *Sencha was invented in the 18th century by a Japanese tea producer who used a method of steaming, drying and rolling the tea called sencha. It is made from the young leaves of uncovered plants. The can, just four inches high, holds enough tea to deliver 152 mg of the cancer-fighting catechin, EGCG. That’s 5 times more EGCG than the average ready-to-drink green tea, according to the USDA, and roughly the amount that studies have shown is beneficial to reduce the potential for prostate and breast cancer and is heart-healthy. It also contains 140% of the USDA-recommended amount of Vitamin C. There are 40 mg of caffeine—less than coffee, slightly more than most sodas. The naturally-occurring amino acid theanine allows for the slow release of the caffeine and produces a calming effect rather than jittery energy. The green tea saponins work against obesity, allergies and inflammation, and fluoride strengthens teeth and bones.
The only thing working against Sencha Shot, in our opinion, is that the can looks like something from an Asian grocery store. Unlike the sophisticated Teas’ Tea iced tea packaging, which appeals to a chic American consumer, the can looks a bit alien, or at least like old-fashioned health food. It doesn’t market itself well. Since packaging is everything to Americans, and since even the most educated Americans don’t understand why they should take a look at something called Sencha Shot, the package could be vastly improved to make more of a “buy me” statement. Perhaps that can be corrected in the next round, because we want this product to be a big success. But as far as what’s inside the can goes, we can only say, “Barkeep, line ‘em up.” At zero calories per shot, you can enjoy shots ‘til the cows come home—and be all the better for it.
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Ito En is known for its pioneering brewing methods. Sencha Shot is made with an advanced, deeper brewing method that yields both a high content of natural catechin tea antioxidants and a more full-bodied green tea taste. But the tea also tastes exquisite and is a refreshing pick-me-up. This is no delicate green brew, but a full-strength, assertive tea. You can believe the copy on the can, that it is brewed from premium sencha leaves. You can taste the leaves. Although this tea has no leaf fiber or “pulp” of any kind, it seems as thick and viscous on the palate as a pulpy orange juice. Yet, pour it into a glass and you see a liquid as pale and golden as apple juice. 
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