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Time of India
3 days ago
- Health
- Time of India
Ube, taro, matcha: Milk gets a colourful boost
Milk, the quintessential household staple, has been transformed into a colourful and aesthetic beverage with a range of flavours added to it. While milk retains its fundamental relevance, it's the flavour innovations that are truly capturing attention. A recent report highlights this shift, noting that Gen Z often perceives traditional, plain milk as a 'Boomer beverage'. This demographic's influence has ushered in an era where milk is not just about nutrition, but also about personalised experiences and visual appeal. ' Flavoured milk can be a nutrient-dense beverage option' Flavoured milk drinks often evoke a strong sense of nostalgia, transporting many back to childhood. However, in today's health-conscious landscape, this emotional resonance is overshadowed by the functional benefits sought by consumers. 'With better formulations, including options with lower sugar, functional nutrients and cleaner labels, flavoured milk has become a part of a healthy diet. It is a convenient source of quality protein and carbohydrates for someone with a high energy need. It can be a nutrient-dense beverage option that contributes to recovery and energy without being 'indulgent',' says Dr Simrat Kathuria, a celebrity dietician and wellness coach. Gen Z is highly trend-aware, often discovering global influences online and expecting local offerings to meet the same standards. They demand authenticity and want to see real ingredients to know what they are consuming YuSung Eo, co-founder of a tea brand 'It has the perfect carb to protein ratio for post-workout recovery' While taste remains important, factors like nutritional benefits, ingredients, etc, are also vital. 'Flavoured milk has the perfect 4:1 carb-to-protein ratio for post-exercise muscle recovery. Using low-sugar flavoured milks can provide hydration, satiety, and recovery – all in one beverage,' explains Dr Kathuria. Maryam, a marketing professional, avoids anything too sugary, 'Sugar spikes my energy level. So, I check the protein to carb ratio, and sugar content. I like to know whatever I am consuming is doing something positive for my body,' she says. 'Flavoured milk can be customised for dietary needs' Today, customisation is a lifestyle for consumers. 'Milk is already an integral part of Indian consumption habits. Flavoured milk resonates with people because it builds on something deeply familiar. What makes it exciting is the ability to customise and express individuality through flavour, texture and presentation,' says YuSung Eo, co-founder of a tea brand. Meera, a student in Kolkata, who recently started working out at the gym, has never enjoyed the taste of a protein shake. 'Flavoured milk is not heavy, and tastes far better than a protein shake in plain milk. It is like a little post-workout sweet treat for me,' she shares. 'I prefer to have oat-based flavoured milk because I am lactose intolerant. It not only tastes amazing, but doesn't upset my stomach either. Choosing dairy flavours that help my dietary needs is a blessing in today's time,' says Meher, a chartered accountant in Pune. Popular types of flavoured milks Taro milk, Matcha milk, Protein chocolate milk, Pumpkin spice milk, Ube milk, Banana milk, & Rose milk Get the latest lifestyle updates on Times of India, along with Eid wishes , messages , and quotes !
Hindustan Times
17-05-2025
- Lifestyle
- Hindustan Times
Move over matcha: The warm, nutty hojicha is taking over
As India's culinary horizons continue to expand, Japanese cuisine has become a particular favourite. While the madness over matcha caught on with a sudden quickness, another Japanese tea has quietly been making its mark in the country. Meet hojicha — a roasted green tea with a warm, nutty aroma and a sweet, mellow flavour. Unlike its vibrant, almost floral cousin, matcha, hojicha's signature reddish-brown hue and low bitterness make it a soothing and highly approachable gateway into roasted teas. Rich in antioxidants and low in caffeine, it's comfort in a cup that additionally aids digestion and relaxation. Experts in the food and beverage industry tell us it has less to do with wellness, but rather a global matcha shortage. While hojicha hasn't overtaken its green counterpart, this growing preference for something warmer could be the next big wave in tea culture. Chef Suvir Saran says, 'Hojicha is not just a trend—it's the warm, roasted cousin of matcha. It's smooth, comforting, and hits the Indian palate just right. Think roasted barley meets gentle coffee.' At his soon-to-open Jaipur café, hojicha will star in a limited-time special. 'We're also launching a hojicha dessert at Newmar alongside our mango menu—it's soft, bold, and unforgettable.' Yu Sung Eo, one of the founders of bubble tea company Got Tea, shares that they introduced hojicha to their menu a few months ago. 'When we launched matcha in 2020, it didn't get a great response as it is an acquired taste, but as it became a craze, we started seeing an uptick in signs of acceptance from customers. The introduction of hojicha on our menu has had a similarly quiet response, but we're hoping it will become as big,' he muses. Despite its more muted footprint, Umesh Kapoor, co-founder of Pour Over Coffee Roasters sees hojicha becoming a staple in premium beverage offerings. He also envisions a new movement: Indian tea brands roasting local green tea in Hojicha's style, creating a fusion product that's both familiar and exotic. 'Picture hojicha lattes, sparkling hojicha sodas and cold brews in cafés across urban India. It's comforting, photogenic and ripe for Reels and even branding,' Umesh states. Chef Dheeraj Mathur, cluster executive chef at Radisson Blu, Kaushambi adds that India's growing appetite for international cuisine makes it fertile ground for roasted tea. 'Restaurants and cafés could introduce it as a specialty tea to create a distinctive menu experience. Hojicha's toasty flavour and low caffeine content make it ideal for consumption and digestive comfort,' he explains. The best part? 'It pairs beautifully with Indian desserts like gulab jamun or jalebi, and there's exciting potential for use in marinades, sauces, or even fusion creations like Hojicha kulfi,' he notes, before adding, 'But awareness is key — consumers need to understand its benefits and unique flavour.' Hojicha is made by roasting green tea leaves at high temperatures, which gives it a reddish-brown colour and toasty aroma. To prepare, steep one teaspoon of hojicha in hot water (about 80°C) for 30–60 seconds. Available both in powdered and loose leaf forms, It can be enjoyed hot, iced or as a latte with milk. If you're looking to expand your tea repertoire, check out brands offering hojicha products in India, such as ILEM Japan, Karma Kettle, Brown Living, Dancing Leaf, Sancha Tea Boutique, Satori and Chiran Tea. Hojicha and matcha are both Japanese green teas but differ significantly in flavour, appearance, and use. While complementary, they have distinct places in the culinary and wellness worlds. While hojicha is made by roasting green tea leaves at high temperatures, matcha is a powdered, shade-grown tea known for its vibrant green colour, grassy taste. Matcha is bold, intense and high caffeine content — perfect for an energy boost. Hojicha, on the other hand, is a mellower experience that is more soothing and easier on the gut.
