Ito En has rebranded “matcha LOVE,” a matcha brand created by ITO EN (North America) INC. in 2013, and will propose new ways of enjoying matcha—already spreading overseas—in Japan as well.
Under the concept, “Free matcha, loved by the world,” the company has re-imported ways of enjoying matcha combined with a variety of ingredients, including fruit and almond milk.
Tatsuya Yoshida, Brand Manager of the Green Tea Brand Group, said: “When Japanese people hear the word matcha, they tend to picture a formal tea ceremony. Overseas, however, there are free ways of drinking it that do not exist in Japan, such as mixing it with strawberry or coconut. By re-importing popular North American menu items, we want to further broaden the ways matcha can be enjoyed in Japan as well.”
Between March and April, the company launched six new products: the bottled-can products “Matcha Very Berry Latte,” “Matcha Almond Latte,” and “Matcha Panna Cotta”; “Matcha Cloud Coconut” and “Matcha Lemonade,” which can be easily enjoyed simply by dissolving them in water or another beverage; and “Matcha Latte CUP,” which comes as a set with a cup.
“At cafés in North America, matcha lattes are standard menu items, and arranged drinks with seasonal fruits and other ingredients are also commonplace. With menu items that boldly take this approach to the fullest, we want mainly younger consumers to enjoy a new style of matcha,” he said.
