Created in the US 40 years ago, Good Earth became part of Tata Global Beverages in 2005.

Good Earth stands for exceptional flavour through sumptuous blends of natural ingredients, produced and delivered in a responsible way. The identity was designed to help the brand engage consumers emotionally, clearly evoking the comforting, sumptuous experience delivered through every consumer touchpoint. The packaging creates impact and drama in store, while the brand architecture promotes ease of navigation through a wide range of varieties.

The new packaging launched in the US at the end of 2011.