Japanese organic food business Clearspring has introduced an organic hojicha tea powder in the UK.
Organic Japanese Hojicha Powder is made from gently roasted green tea leaves and billed as a “soothing alternative” to coffee.
The roasting process created “a deliciously smooth, mellow taste”, while the use of mature leaves resulted in a lower caffeine content, Clearspring said.
The NPD has launched on Ocado, ahead of a wider retail rollout later this summer (rsp: £8.99/40g).
It comes amid rising demand for powdered Japanese teas, driven by the matcha boom.
Hojicha powder was “one of the hottest new trends coming out of Japan”, Clearspring said, adding hojicha lattes were “becoming increasingly popular in coffee shops across the UK”. Last month, matcha chain Jenki said iced hojicha latte sales had climbed 55% across its six London cafés from January to April, compared with the same period in the year prior.
When mixed with milk, hojicha had a “nutty aroma and gentle smoky flavour” with “toasty and earthy notes of caramel and cocoa”, said Clearspring.
Clesrspring’s hojicha powder could also be “baked into aromatic biscuits and cakes, blended into ice cream and smoothies, or simply whisked in hot water for a mindful tea moment”, it added.
“We’re beyond excited to introduce a powdered version of our organic Japanese hojicha, a delicious, versatile green tea with a wonderfully smooth roasted flavour,” said Maria Dawson, Clearspring managing director. “Hojicha lattes have now become incredibly popular in Japan and are even available in leading chain coffee shops.
“I truly believe Japanese hojicha powder has the potential to take off globally just like matcha has, and soon many more people will be joining the Clearspring family to discover its unique flavour and comforting qualities.”
Other suppliers to sell powdered hojicha tea in the UK include PerfectTed and OMGTeas.
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