Vivid Matcha has gone beyond green tea for the first time with the addition of SuperLatte.
Created to tap the Instagram craze for colourful ‘latte art’, the five-strong powdered range of superfood lattes comprises Turmeric, Beetroot, Blueberry, Ginger and Cacao (rsp: £4.95/seven sachets) – none of which contain matcha.
While the caffeine-free drinks can be made with water or milk, they were designed with milk alternatives in mind. Vivid said it was “currently in talks with one of the leading non-dairy milk brands to form a long-term partnership, which will help promote usage occasions for both brands”.
Set to roll out next months to Ocado, the SuperLatte lineup would “breathe life back into the subdued hot beverage category”, Vivid said.
Younger shoppers had become bored with traditional hot beverages, said Vivid founder James Shillcock. “They want organic, sustainable; they want single ingredients rather than blends because they want flexibility and versatility from their purchases. They want great taste from interesting, exotic and health-led ingredients.”
Shillcock launched Vivid in 2013 with green tea RTDs made with matcha from Kagoshima in Japan – “an area renowned for its matcha”. The business now offers three variants of its drinks as well as a green tea powder, and has listings in Tesco, Waitrose, Boots and Holland & Barrett.
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