Amid its wide portfolio of ready-to-drink teas, Ito En’s Matcha Love has carved out a foothold in the space through its line of 5.2 oz. “shots,” available in unsweetened or sweetened varieties. In extending into the broader energy space with the introduction of a new three-SKU Matcha Love line this month, the company is seeking to strengthen its credentials with the younger, wellness-minded demographic that has fueled the brand’s growth thus far.
Rolling out this month, Matcha Love Energy+ takes the matcha-focused brand into new functional areas — and a new format. Each variety contains 5 calories and 50mg of caffeine per 8.2 oz. slim can, along with zero sugar and monk fruit extract as a sweetener. Using the base of a green tea blend with 100% Japanese matcha, the three flavors feature different benefits: Energy+ Soothe adds honey and ginger; Energy+ Immunity contains acerola and yuzu (clocking in at 480% DV of vitamin C); and Energy+ Focus is made with blueberry and ginseng.
“As we see more consumers seeking plant-powered energy products to help navigate their health and wellness during these times” said Rob Smith, Ito En vice president of sales, in a press release. “Our matcha LOVE ENERGY + couldn’t be more timely in helping consumers customize their daily wellness routines. With so many unhealthy energy drinks on the market, we are excited to deliver a clean and natural energy with functional benefits.”
While Ito En’s traditional Oi Ocha green tea remains its signature product, the Japanese company, which operates its North American operations from Brooklyn, has found success in focusing its sub-brands on specific segments. The organic Teas’ Tea features unsweetened brews that highlight the purity of the ingredients, according to Rona Tison, executive vice president of corporate relations and PR at Ito En. In contrast, Matcha Love offers a more function-forward positioning that emphasizes natural, long-lasting energy and mental clarity in an efficient format.
“Matcha Love is …a line that is approachable for lifestyle [occasions] and [a] younger demographic,” Tison said. “I think a lot of people with matcha were feeling intimidated, but we wanted to bring more of a modern take on this ancient ritual.”
Matcha Love Energy+ (SRP $2.49-$2.69) will be directed toward specialty, grocery and convenience channels. In the wider retail space, the brand is one of several players in the RTD matcha segment, alongside celebrity-backed startups MatchaBar and Cha Cha Matcha, along with a slew of other small to midsize brands. Ito En products are sold in around 10,000 doors nationwide. Online, the business has grown by about 25% since last year, helping offset declines in food service (down 9% from the prior year).
For Matcha Love, beyond allowing existing consumers to move to a larger size, Energy+ allows the brand room to build on its star ingredient’s versatility and move across trends including energy, immunity and relaxation, as evidenced by the three differentiated SKUs.
“I think this whole Matcha Love brand has really resonated with people who want a healthy lifestyle but also with more of that mental mindfulness, because that’s the beauty about matcha,” Tison said.
Outside of tea, Ito En is also seeking to expand its reach into refreshment categories with the introduction of Genki, a naturally flavored calamansi beverage in 11.5 oz. cans (SRP $1.49 each). Along with showcasing the popular Asian citrus fruit, the product will also lean into functional benefits with 1000mg of vitamin C per serving. Cans are also a part of the growth strategy for Ito En’s traditional teas, with Koicha and Oolong varieties due to launch later in 2020 following last year’s debut of Oi Ocha and Jasmine tea in cans.