It's green, tastes grassy and is everywhere... what's the appeal of matcha?
It's as green as Kermit the Frog and has a unique taste that's grassy according to some. Glance at any trendy coffee shop or tea room menu around Nottingham and you'll see matcha in some incarnation.
It's not new - it first started creeping into drinks in the UK around a decade ago. I remember sipping on a matcha latte years ago, wondering if it would ever catch on but now the slime-coloured beverage, which looks like it's been dredged from the River Trent, seems to have become an obsession especially with Gen Z thanks to social media trends and purported heath benefits.
The global matcha market is currently valued at £1.8 billion and rather than a passing fad it's become a lifestyle staple. Google searches for "matcha near me" have skyrocketed by over 5,000% in the past year alone.
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So what is matcha? It's a vibrant Japanese green tea powder made from finely powdered dried tea leaves.
Originating in China, it has been around for centuries and be traced back to the Tang Dynasty in the 7th century. A Buddhist monk is credited with bringing the seeds to Japan in the 1100s where it was turned into powered green tea. Considered to be the highest quality tea leaves in the country, it was used at tea ceremonies.
Fast forward to 2025 and you'll find matcha used for much more than lattes. You can have it hot or cold. Look out for matcha frappuccinos, milkshakes, flavoured matcha teas, smoothies, lemonade and even cocktails. And chances are anyone who has ever eaten at one of Nottingham's most popular restaurants, Kushi-ya, has had matcha cheesecake for dessert.
Matcha is Bird & Blend's fastest growing product range. The company says its a reflection of the growing demand for natural feel-good energy as coffee drinkers replace their morning caffeine boost with antioxidant rich matcha, which delivers lasting energy alongside the additional benefits of traditional green tea.
The Nottingham tea shop is putting its own twist on the flavour for summer with an iced mint choc chip matcha latte and butterscotch matcha latte.
Matcha enthusiasts can also experiment with a selection box of 12 with the goodness of the base ingredients and extra flavour such as gingernut, birthday cake, salted caramel, banana and peaches and cream.
Joyce Maina, head of tea at Bird & Blend said: 'We've seen a continued rise in matcha's popularity over the past few years, driven by a growing interest in wellness, Japanese culture, mindful rituals and clean energy. At Bird & Blend Tea Co, we're passionate about making matcha fun and accessible and now have the largest range with pure, ceremonial grade and a wide variety of flavoured matcha in Europe.
"We add tasty ingredients and sugar-free natural flavouring to our matcha to make it more accessible to first-time drinkers and to put a fun, modern twist on a traditional Japanese drink. Our newest flavours include Honey Bunny Matcha, Butterscotch Matcha and Tutti Frutti Matcha and are made with pure, ceremonial grade matcha to ensure a smooth, rich flavour that sets it apart from lower grades.
"Making yourself a matcha invites you to slow down and savour the moment, and that's something we believe more people are craving today. It is also a great alternative to coffee, full of antioxidants and naturally caffeinated, it gives the drinker feel-good energy without the jitters."Coffee chain Caffè Nero has just launched it's first matcha range after "overwhelming" calls on social media. They said every detail, from the velvety vanilla infusion to the ceremonial-grade matcha, has been obsessively fine-tuned.
If you've never tried it before the summery strawberry and vanilla iced matcha latte is a good starting point. Because it can be an acquired taste, the jammy kick of sweet strawberries tempers the earthy matcha taste. It's made with a ceremonial grade, single-origin PerfecTed matcha (reflected in the price of £4.60), now the number one matcha in the UK after the founders appeared on BBC's Dragon's Den.
Popularity stems from the many reported health benefits. High in antioxidants, research shows that it could boost brain function and may help protect against heart disease.
"This is the matcha worth waiting for," says Will Stratton-Morris, CEO of Caffè Nero UK. "We've seen the demand and taken our time to perfect it.
"What we've created is something we're incredibly proud of – a matcha that stands out in both taste and quality. And judging by the sales just days after launch, it's clear our customers feel the same."
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