Spanish plant-based beverage brand YOSOY, has partnered with Matcha & CO, to introduce a new ready-to-drink oat matcha beverage. The product, called “YOSOY Barista Matcha Avena,” is the first of several new offerings planned by YOSOY this year and is designed to cater to the rising demand for matcha in Europe.
The new drink will be available in select supermarkets, including Carrefour, El Corte Inglés, and Ahorramas, with a retail price of €2.49 per unit.
The drink combines organic matcha sourced from Uji, Kyoto (Japan) with YOSOY’s barista oat drink, offering a creamy, smooth texture without added sugars, additives, or gluten. Marketed as an easy-to-consume option for those looking for a quick matcha latte, the product is available in a 1-liter format, ideal for both hot and cold servings.
YOSOY’s Barista Matcha Avena is positioned as a more approachable option for consumers who may find traditional matcha’s flavor too intense. According to Elsa Plañxart, brand manager for YOSOY Barista, the product was developed to offer a convenient, ready-to-drink solution for those seeking a “delicious and quick” way to enjoy matcha.
Surging demand for matcha in Europe
This collaboration comes at a time when matcha consumption is experiencing rapid growth, driven by its perceived health benefits and social media popularity. Recent data indicates a sharp increase in matcha production, with Japan’s output rising from 1,471 tons in 2010 to 4,176 tons in 2023. In Europe, the matcha market was valued at over USD 513 million in 2023, with expectations to nearly double by 2030.
Victor Abrines, co-founder of Matcha & CO, explained that the collaboration reflects a shared commitment to natural ingredients, sustainability, and high-quality products. “We are very excited to present this collaboration with YOSOY, a brand with which we share values such as naturalness, sustainability, and commitment to quality. For us, it is one more step in our mission to make matcha an essential part of the healthy habits of more and more people,” said Abrines.
