The powdered green tea is appearing in a growing number of drinks and desserts. Matcha — bitter, grassy, and gritty — doesn’t stand out as an obvious candidate for a trending ingredient, but many customers have taken a shine to it for its health halo as well as the vibrant green color that makes it pop visually. The Japanese powdered tea, milled from dried premium tea leaves, is traditionally drunk hot and unsweetened, but these days it’s often mixed with different flavors and frequently consumed cold. It’s also used as an ingredient in desserts. “Our most popular matcha drinks are often indulgent, fun, and visually appealing,” said The Human Bean’s chief marketing officer, Janie Page. “Our customers really enjoy adding fruity flavors like peach and strawberry, and sweet flavors like vanilla and white chocolate.” In March, the chain introduced a lavender cold foam matcha, which incorporated the herb into the foam. “Matcha has become an increasingly important part of our beverage lineup,” she added. “Sales of matcha-based drinks at The Human Bean have grown by approximately 50% year-over-year, underscoring its strong momentum with our customer base.” Technomic Ignite data reports that mentions of matcha on menus increased by 21.6% between the first quarters of 2024 and 2025, with notable growth in nonalcoholic beverages and desserts. The Matcha Croissant at High Street in Philadelphia features an unusual shape and color, appealing to young and middle-aged adults who lean towards healthier, more adventurous choices. Matcha is considered good for you, offering antioxidants and caffeine, yet its rising popularity has caused prices to spike. Despite this, matcha pastries continue to sell out fast, indicating a strong demand among health-conscious consumers.
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