Forget matcha, there’s a much more ‘palatable’ drink taking cafés by storm

There’s a new type of green tea drink taking the UK by storm (Picture: Getty Images/iStockphoto) From Starbucks and Blank Street Coffee to your local cafe, just about everywhere is serving matcha these days. Even Greggs has dabbled with the Japanese green tea, introducing syrupy strawberry and vanilla iced matchas to its menu earlier this year. But if you’re already looking for the next drink du jour, then you’ll want to stick to the tea section. That’s because the next big thing in beverages is also a Japanese green tea, but one that tastes a little different. So it’s time for matcha to move over, as hojicha is about to be your new obsession. It’s nuttier and milder in flavour than matcha (Picture: Getty Images) What is Hojicha? Joyce Maina, the director of tea at Bird & Blend Tea Co, which has more than 30 stores across the UK, tells Metro: ‘Hojicha is a type of tea made by roasting green tea over high heat to create a nutty, smooth and slightly sweet taste and texture.  ‘It is found in both leaf tea and powder versions, with the latter becoming most popular.’ What’s the difference between hojicha and matcha? According to Joyce, the two teas are ‘very different’, despite both originating from the same plant – Camellia sinensis. One of the biggest differences is the flavour – matcha has a ‘bitter’ taste, while hojicha is milder. This is due to the way hojicha is processed in a porcelain pot over charcoal, at temperatures of up to 200°C. ‘It’s mild flavour appeals across the board, even to those who might find matcha an acquired taste,’ Joyce says. The roasting process also means hojicha contains less caffeine than matcha, which is another big selling point. Hey, foodies! Add us as a Preferred Source At Metro Food, we're here to bring you all the latest foodie news, delicious recipes, restaurant reviews, and cooking tips. As a loyal reader and a part of our vibrant community, we want to make sure you never miss our articles when searching for stories Click the button below and tick Metro.co.uk to ensure you see stories from us first in Google Search. Add us as a Preferred Source From the latest Walkers flavours to the secret McDonald's menu, Metro Food has it all Hojicha and matcha taste very different (Picture: Getty Images) Joyce points out that the time at which you should drink the teas will also vary, as hojicha is ‘more relaxing’, while matcha is ‘energising’.  So it’s probably better to opt for matcha in the morning, and swap it out for hojicha later in the day as you wind down. How to drink hojicha Traditionally, the tea is served black, with no added milk or sugar, and the leaves are simply steeped in hot water. However, as the drink’s popularity grows, people are experimenting with ways to serve it, with hojicha lattes cropping up on menus across the UK. To make this, hojicha powder is whisked with hot water, then added to either hot or iced milk. However, places like Bird & Blend are also mixing the tea into lemonade and crafting different flavoured tea powders, such as cookie-flavoured hojicha. And it’s not just used in drinks; much like matcha and other types of tea, you can expect to see hojicha cropping up in baked goods and desserts like ice cream. Hojicha is also being added to ice cream (Picture: CHRISTOPHER DEWOLF/South China Morning Post via Getty Images) Why is hojicha growing in popularity? Bird & Blend has experienced a 53% growth in hojicha sales in the past 12 months, and outside of the UK, it’s gaining a lot of attention too. Vhari Russell, the founder of The Food Marketing Experts, tells Metro that global interest in the tea has risen by 54.6% in the last year, with online searches for hojicha lattes soaring by 173%. The food trends expert says: ‘Hojicha is one of the most interesting food and drink trends we’ve been watching in 2026, and its rise tells us something really important about where the British consumer’s head is right now. ‘What makes hojicha particularly compelling is that it doesn’t just offer something different; it offers something better timed. ‘While matcha has dominated for years, we’re now seeing a shift towards more comforting, nuanced tea profiles. Consumers are tired of being wired. They want warmth, ritual, and something that feels considered rather than caffeinated.’ She continues: ‘Hojicha is emerging as a more palatable, familiar, and sustainable alternative to matcha. That accessibility is a huge commercial advantage. ‘Matcha requires consumers to acquire a taste, whereas hojicha meets them where they already are, with flavour notes that feel almost nostalgic.’ But it’s not just the flavour that’s driving the demand, as Vhari highlights, there’s a more practical issue underpinning the shift within the green tea industry. ‘Extreme heat in Japan has reduced matcha production, especially in Kyoto, which accounts for around a quarter of the country’s tencha (the tea leaves that are ground into matcha) output. I liked him – but he’d only orgasm under one very strange condition Martin Lewis urges Brits born in these years to check for 'forgotten' £2,200 HMRC payout My husband and I have incredible sex — but I've just discovered his worrying 'hobby' ‘The May 2025 Kyoto tencha auction price reached 8,235 yen per kilogram, up 170% from a year earlier.  Where to drink hojicha in London Numerous spots around the city have added the green tea to their menus. You could head to JENKI, which also has several locations, including Spitalfields and Battersea Power Station, or Hinaga, which has hojicha drinks as well as a Kakigori (shaved ice) with a hojicha-flavoured milk base. There’s also JUJUHOME Cha in Hackney Wick and Shoreditch, which serves a popular hojicha latte, as well as Matchado in King’s Cross and Chiswick. For a different take on the tea, Mello at Seven Dials Market is also serving up an OTT drink called the London Fog. It contains hojicha, Earl Grey, spirulina and a swoop of Mello marshmallow crème. And obviously, you’ll be able to try it at Bird & Blend, which has seven locations across the capital, in Camden, Chiswick, Borough, Angel, Covent Garden, and Portobello Road. ‘When supply chains strain, smart brands find alternatives, and hojicha is a very smart alternative.’ She adds: ‘For food and drink brands, my advice is simple: if you’re not already thinking about how hojicha fits into your product development pipeline or your café menu, start now.  ‘The brands that move early on a trend like this are the ones that own the conversation. The ones that wait until it’s mainstream are the ones playing catch-up.’ Food news you might have missed: Do you have a story to share? Get in touch by emailing MetroLifestyleTeam@Metro.co.uk. Arrow MORE: I opened the smallest restaurant in Paris — it only had two tables Arrow MORE: The UK’s 30 best beer gardens revealed — is your local pub on the list? 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