ITO EN 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, ITO EN's line of natural unsweetened bottled tea was launched. The product line functions as the centerpiece of the company 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. The breadth of ITO EN is increasing through the development of new beverage and loose leaf tea products, the expansion of its distribution network to a national level, and the growth of its e-commerce operations. With the attention of industry, the media, and the public, ITO EN is well on its way to making green tea a true part of the North American culture.