The coffee and juice chain has partnered with broadcaster Maya Jama to launch Maya Jama’s Matcha, a limited-edition collagen-infused matcha drink as it looks to capitalise on rising demand for functional beverages in the UK.
Available across all 91 of its sites for a limited time, the drink combines matcha with a black sesame, sea salt, and agave blend, served with Sproud Zero M*lk.
As well as having the functional properties of collagen, which is said to provides structure, support or strength to skin, muscles and bones, the drink taps into the rise of ‘swavoury’ flavour profiles where sweet meets savoury.
Matcha has experienced rapid mainstream adoption across UK foodservice sector and accounts for approximately 4% of all cafe drink sales, with volumes more than double in peak summer trading periods. In December last year Caffè Nero delivered record UK sales, which is attributed to a rise in demand for matcha-based drinks.
At the same time, the functional drinks category continues to expand with sales of functional drinks such as kombucha, kefir and matcha having grown by 54% over the past year, according to data from Ocado Retail, and health-led beverages such as matcha, adaptogenic drinks and collagen-infused products increasingly replacing traditional coffee and alcohol consumption among Gen Z customer.
“At Joe, our mission has always been to make high quality, freshly prepared food and drinks part of people’s everyday routines,” says Jon James, UK managing director.
“Maya Jama is the perfect partner to bring this to life – her influence, cultural relevance and connection with our audience make this collaboration a natural fit.
“The flavour combination brings something different to the market, while the addition of collagen taps into growing demand for more functional options.”
The launch is being supported in-store with a limited-edition Matcha Bar, featuring flavour pairings including sesame and dark chocolate, designed to drive trial and increase engagement with the wider matcha category.
