ITO EN (North America) INC. was founded in May 2001 with the mission of introducing ITO EN's line of green tea products and establishing a green tea culture and interest in the United States and beyond. In 2002, the Teas' Tea line of natural, unsweetened bottled tea was launched. The product line functions as the centerpiece of ITO EN (North America) Inc. for it upholds ITO EN's principles of Natural, Safe, Healthy, Well-Designed, and Delicious. The product was first introduced through wholesale distribution in New York City and the Tri-State area.