Spotlight on Hojicha

Since last year another tea besides matcha has been in the spotlight. It’s Hojicha – a roasted green tea coming from Japan that is quickly becoming the next must-have ingredient for aromatic teas, indulgent beverages and tasty snacks alike.

Hojicha
noun | [焙じ茶, hoːdʒitʃa]

Often referred to as “the new matcha”, it has already made its way to cafés, social feeds and F&B product innovations. Hojicha is visually attractive with its brown color and also lighter & smoother in flavor. It’s winning over consumers that want something cozy, balanced and just a little different. And we love this ingredient too, so let’s dive into it.

Roasted Roots

Hojicha is roasted at temperatures of up to 200 °C. Due to this roasting process it develops its signature taste: a mild, nutty flavor with a characteristic caramel note. The roast also gives Hojicha its deep brown color that gets more intense the longer the process.

Another plus: The roasting even reduces its caffeine content. With around 20 mg of caffeine per 100 ml, Hojicha is a more digestible alternative for consumers. Nevertheless, it still has a gentle stimulating effect. This makes Hojicha perfect for a slow start to the day or being part of an evening ritual as Hojicha is often associated with mindfulness, relaxation and self-care.¹

The Hype is brewing

Hojicha has become increasingly popular on Instagram & TikTok. We mainly see it creative variations in form of lattes, RTD drinks or deserts.

And the search interest is rising fast²:

• +54.6% monthly search results for “Hojicha” since the beginning of 2025.
• Searches for “Hojicha Latte” are up remarkable +173% globally.

Especially, younger consumers are open to the unique flavor and aesthetic appeal of Hojicha and love to experiment with it.

The café scene is catching on, too. While matcha has become a staple on menus, Hojicha is more and more joining the lineup – appearing in lattes, cakes or lemonades.

Our Favorites?

Its mild, roasted flavor harmonizes perfectly with milk and plant-based alternatives making it ideal for lattes and modern food creations.

The classic is for sure a Hojicha Latte with a splash of vanilla syrup – just simple and easy to enjoy. But just like matcha, Hojicha has become the center of getting creative. We see combinations like:

• Strawberry Hojicha Latte
• Hojicha Tonic
• Hojicha Cocoa
• Hojicha Banana Bread
• Hojicha Cheesecake
• Hojicha Ice Cream

The hype has no boundaries and there is plenty of room for creations. So, let’s be innovative together and develop Hojicha products that your customers will love. Can you already taste it?

Feel free to contact our sales team: sales@martin-bauer.com

But first: taste test

Do you want to taste the signature flavor of Hojicha yourself first? Here is how to make a delicious Hojicha Latte:³

• Sieve 1 tsp Hojicha powder into a small bowl to avoid lumps.
• Add 40 ml of water.
• Whisk with a bamboo whisk (alternatively, a milk frother can be used) until the mixture foams.
• Pour 100 ml milk of your choice into a glass with ice cubes.
  Prefer it warm? Just heat the milk instead.
• Add the whisked Hojicha.
• Stir and enjoy!

¹ www.vogue.de/artikel/hojicha-tee-so-gesund-ist-die-matcha-alternative

² TikTok, https://trilogyflavors.com/sipping-on-tea-trends/

³ https://www.instyle.de/lifestyle/statt-matcha-hojicha-tee-ist-neue-trend-getraenk-mit-wach-effekt