News article
Sugar-free flavored matcha with strawberry and mango launches, preserving matcha's core taste
A new line of unsweetened flavored matcha in strawberry and mango has entered the market, designed to retain matcha's native flavor while adding fruit aromatics. The product targets consumers who perceive matcha as bitter or difficult to prepare, positioning itself as an entry point for Japanese tea drinkers seeking alternatives to the sweetened flavored matcha products that dominate the category. The product can be prepared as a hot drink, mixed into milk as a latte, or used…
しっかり抹茶の味わい、さらに果実の香りも楽しめる「無糖フレーバー抹茶」ストロベリー、マンゴー新発売 - Japaaan
Key points
- Sugar-free matcha flavorings preserve matcha's core taste while adding fruit aromatics—strawberry and mango currently av…
- Targets consumers deterred by matcha's perceived bitterness and preparation difficulty
- Usable as straight preparation, milk-based latte, or ingredient in confectionery
- Peach and other flavors planned for future release
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What they said
“The defining feature of 'sugar-free flavored matcha' is that it uses no sugar while preserving matcha's native flavor and allowing enjoyment of fruit aromatics.”
「無糖フレーバー抹茶」は、糖を使用せず、抹茶本来の風味を残したまま果実の香りを楽しめるのが、最大の特徴！
“It aims to shift the perception that 'matcha is bitter' and 'difficult to prepare,' making it a new entry point for enjoying Japanese tea.”
「抹茶は苦い」「飲み方が難しい」というイメージを少しでも身近なものへ変え、日本茶を楽しむ新しい入口となることを目指した
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