The instructions say 1 minute of steeping and I can see why. As soon as the hot water hits the tea bag, it gives off that red color. Which concerns me a bit, is there food coloring? Other cinnamon teas don't tend to do this. In fact, you have to let them steep for a while to get as red as this tea. Other than that, it tastes good, and if it's really "organic", another plus!