Rapidly growing speciality coffee brand Grind is to extend into matcha tea.
It has launched a new matcha collection via DTC featuring ceremonial-grade tea sourced from Uji, Japan.
The collection includes a green-coloured matcha tin and 30g refill pouch (rsp: £20), a 30g matcha refill pouch (rsp: £20), a ready-to-drink Iced Oat Matcha Latte (rsp: £16/8x250ml), and a limited-edition ‘on a matcha run’ baseball cap (rsp: £20).
A Matcha Tea Set including bamboo matcha whisk, ceramic whisk holder, ceramic matcha bowl and bamboo serving spoon are set to launch at a later, unspecified date.
The launch came with Grind having seen a 106% uplift of matcha drinks sales in the space of a year in its cafés, CEO David Abrahamovitch told The Grocer.
“When we launched our first matcha retail product back in June – a ready-to-drink Iced Matcha Latte made in collaboration with American rock band Green Day – it was a huge success, selling out in under six hours,” he said.
“It became clear that the demand for high-quality matcha exists and is only growing,” Abrahamovitch continued. “So it feels like our matcha powder and ready-to-drink Iced Oat Matcha Latte cans are very natural additions to our at-home range, sitting alongside our speciality-grade coffee.”
Read more: Why PerfectTed’s Nespresso pods are a potential game-changer for matcha
Grind was the fastest-growing ground coffee brand out of the top 30 in UK retail last year, with sales climbing 462% to £1.5m [NIQ 52 we 7 September 2024].
Its ground, whole bean, RTD and pod-based coffee products are sold in Waitrose and Tesco, as well as on Ocado.
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