A matcha boom is sweeping UK high streets as retailers race to capitalise on the green tea-based beverage’s viral appeal to younger consumers.
Sales of matcha drinks in UK cafés more than doubled in June and July this summer compared with last year, according to data from payments company Square. They made up 4 per cent of all drinks sold in its sample of cafés, equal to 1.6mn matchas and more than ￡7mn in sales.
Matcha — a Japanese powdered green tea with a vibrant hue and earthy flavour — has been gathering steam globally over the past decade, spurred by a growing interest in health and wellness, Asian culture and food and drink that looks good on social media.
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