Putting matcha on the menu

As sales of green tea continue to rise, PureChimp hope their new retail offering, combined with an exciting marketing campaign, will help put matcha on everyone’s shopping list.

Sales of green, fruit, herbal and other speciality teas now account for 29 per cent of the overall tea market, up from 24 per cent in 2013. It’s therefore no surprise that matcha, one of the most revered teas in the world, has begun to appear as an ingredient in everything from ice cream to coconut water. British start up PureChimp believe there hasn’t been a authentic matcha powder product for entry level consumers until now however…

“There are a number of matcha tea bags available, but these are a long way from genuine matcha tea, which of course be in powder form. Those powder products that are available are unfortunately priced at a premium that is prohibitive for many shoppers wanting to try matcha for the first time. We’ve worked hard to produce a product that is of the very highest quality, but whose price point and branding we hope will appeal to those new to matcha.” – Dean Legg, founder PureChimp

PureChimp’s new range is made up of three powders, all available in re-seable 20g (20 servings) stand up pouches. Each of the original, mint and lemon flavoured teas are made from Japanese Ceremonial Grade matcha, with branding designed to appeal to a younger shopper, those believed to be the main driver for the increase in sales of non ‘traditional’ teas in the UK, and 5% of profits going to charity.

The company are also running an innovative marketing and PR campaign alongside the launch, which will look to educate consumers as to ‘why’ they should be trying matcha.

“Whilst ‘matcha’ is becoming a well-known word, people aren’t really sure of why they should be using it yet. Our PR and marketing campaign, entitled ‘get the buzz without the fuzz’, looks to educate people in a clear and concise way about how and why drinking matcha can give you the energy lift of other caffeinated drinks, without the associated anxiety or ‘fuzziness’. We hope highlighting this, and recent research linked to it, will help people easily grasp the difference between matcha and other teas.”

For more details visit www.purechimp.com