Beyond the cup: FMCG expands matcha into new categories

14th July 2026

Lancashire-based company Oato is the latest brand to add a matcha flavoured product to its offering, with the limited edition release of fresh oat matcha.

The finely ground powder made from specially grown green tea leaves, Camellia sinensis, was traditionally used in Japanese tea ceremonies. Over the past few years it has grown in popularity due to its perceived health benefits, cultural influences, and evolving consumer tastes.

Matcha has gained recognition as a “superfood” due to its high antioxidant content, natural caffeine, and perceived calming benefits. As consumers increasingly seek healthier alternatives to sugary or artificial products, matcha offers a balance of wellness and indulgence.

Initially, coffee chains such as Starbucks, Pret, Costa and even Greggs introduced matcha-style drinks. This year we have seen fast-moving consumer goods (FMCG) brands capitalising on this trend, first with beverages then, extending into a wide range of product categories.

Biscuits

FBC

Fox’s Burton’s Companies (FBC) has launched a new matcha cream biscuit as it taps into the surging demand for the flavour.

This move follows the success of the brand’s ‘Dubai Style’ indulgent creams last summer, which brought in 850,000 new customers to the Fox’s Chocolatey brand.

Chief sales and trade marketing officer at FBC, Jo Harwood, said: “Matcha has rapidly grown from a niche trend into a mainstream flavour, driven by its strong social media presence and growing appeal amongst younger shoppers.

“With our track record of bringing viral flavour trends into the biscuit aisle, we’re confident Fox’s Chocolatey Matcha will drive incremental shoppers and category value, while giving retailers a compelling premium proposition.”

This product launched in Tesco and Booker in June. It is available in packs of eight for £3 each.

Oreo has its Ice Cream Matcha Flavour Sandwich Cookies, while heritage luxury grocer Fortnum & Mason even has Matcha Tea Biscuits [pictured].

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Chocolate

Chocolatier Lindt has unveiled its exclusive Tokyo-style chocolate matcha strawberry bar.

Chocolatier Lindt unveiled a limited-edition Tokyo-style chocolate matcha strawberry bar.

The bar is made with ceremonial-grade Chamei Minami matcha, Genmai roasted rice and Lindt’s Swiss white chocolate.

Stefan Bruderer, master chocolatier at Lindt&Sprüngli, said: “After seeing the reaction to our Lindt Dubai Style Chocolate over the past year, we’re excited to continue our culinary journey, this time to Japan, and launch a new innovation that combines the finest Swiss chocolate craftmanship with the secrets of traditional tea ceremonies using Japanese matcha.”

It has added to the range with LINDOR Cherry Blossom, a Sakura-inspired truffle featuring a cherry blossom filling wrapped in a white chocolate shell. As well as LINDOR Matcha in Cornet format, which combines white chocolate with a matcha-infused green tea centre.

While Lindt’s matcha flavours were introduce this year, Nestlé can be described as a pioneer in matcha-flavored mass-market chocolate. Their crispy KitKat Green Tea Matcha and Dark Matcha bars made were introduced in Japan in 2004, before officially making the journey to the UK in 2019.

For FMCG companies, introducing matcha-flavoured products is not just about taste, but also about tapping into a lifestyle movement.

Features FMCG