PureChimp has launched a new range of matcha green tea powders, designed to bring the healthy drink to new consumers.
Each of the teas are made from Japanese matcha, with branding specifically designed to appeal to younger shoppers, who are thought to be the main driver behind growth in ‘non-traditional’ teas in the UK. They are available in original, mint and lemon flavours.
The three new matcha powders are available in resealable 20g stand-up pouches, which provide 20 servings of matcha green tea.
PureChimp founder Dean Legg said: “There are a number of matcha tea bags available, but these are a long way from genuine matcha tea, which of course [has to] 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.”
The company will also run a marketing and PR campaign alongside the launch, which will encourage consumers to try matcha green tea.
It will donate 5% of its profits to charitable causes.
“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 that highlighting this, and recent research linked to it, will help people easily grasp the difference between matcha and other teas.”
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