Brown is the new green: How the hojicha latte could beat out matcha as this summer’s drink
Sign up to IndyEat’s free newsletter for weekly recipes, foodie features and cookbook releases Get our food and drink newsletter for free Get our food and drink newsletter for free These days, you can hardly go anywhere without seeing an iced matcha in somebody’s hand. While there are plenty of dedicated green tea cafes in London, even your local Pret now serves up a matcha latte for its customers. The unmistakable electric green hue has filled cafe counters, supermarket shelves and social media feeds – appearing in everything from lattes and iced drinks to protein powders, pastries and more. But whether you were part of the matcha 1.0 crew or are a new fan of the green tea powder, the drink’s extraordinary rise has finally come at a cost. Demand has surged, prices have climbed and concerns are growing around supply, sustainability and the strain placed on Japanese tea producers. Enter hojicha: a roasted Japanese green tea with a nutty, almost smoky flavour. Now it’s not as aesthetically pleasing as our gorgeous green matcha – …









