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Noguchi Tokutaro Shoten has developed and released Cha no Tane Ryokucha, a powdered Japanese green tea product with tea seeds. The seeds contain oleic acid, believed to reduce bad cholesterol, while the leaves contain dietary fiber and vitamins. The product is targeted at health-conscious consumers and is sold mainly by mail order. It consists of powdered sencha (medium quality green tea leaves) and tea seeds without shells. A cup of tea takes 0.3g tea powder and 100ml hot water. Oleic acid is also found in olive oil and some food companies advertise its health benefits. The tea leaves themselves do not contain oleic acid, but because of the seeds, the new product contains 400mg oleic acid per 100g. The company has created a new brand, Shin Kenbi Seikastu ("new health and beauty life") and has released the new item as the flagship product. Noguchi has been putting effort into technology to make powdered tea from whole tea leaves without losing flavor and substance. It has already created powdered green tea, brown rice tea, medium quality green tea and roasted (low-grade) green tea products. To sell the new powdered tea, it is emphasizing the fact that these are different from matcha (powdered green tea) which is made of crushed tea leaves without veins. The company is also considering OEM and overseas sales.