{"id":5691,"date":"2026-01-08T10:52:43","date_gmt":"2026-01-08T09:52:43","guid":{"rendered":"https:\/\/www.martin-bauer.com\/?p=5691"},"modified":"2026-01-08T13:44:05","modified_gmt":"2026-01-08T12:44:05","slug":"spotlight-on-hojicha","status":"publish","type":"post","link":"https:\/\/www.martin-bauer.com\/en\/2026\/01\/08\/spotlight-on-hojicha\/","title":{"rendered":"Spotlight on Hojicha"},"content":{"rendered":"<p>Since last year another tea besides matcha has been in the spotlight. It\u2019s Hojicha \u2013 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.<\/p>\n<p><span style=\"color: #00584d;\"><strong>Hojicha<\/strong><\/span><br \/>\n<span style=\"color: #00584d;\"><strong><em>noun | [<\/em><em>\u7119\u3058\u8336<\/em><em>, ho\u02d0d\u0292it\u0283a]<\/em><\/strong><\/span><\/p>\n<p>Often referred to as &#8220;the new matcha&#8221;, it has already made its way to caf\u00e9s, social feeds and F&amp;B product innovations. Hojicha is visually attractive with its brown color and also lighter &amp; smoother in flavor. It\u2019s winning over consumers that want something cozy, balanced and just a little different. And we love this ingredient too, so let\u2019s dive into it.<\/p>\n<p><span style=\"color: #00584d;\"><strong>Roasted Roots<\/strong><\/span><\/p>\n<p>Hojicha is roasted at temperatures of up to 200 \u00b0C. 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.<\/p>\n<p>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.<sup>1<\/sup><\/p>\n<p><span style=\"color: #00584d;\"><strong>The Hype is brewing<\/strong><\/span><\/p>\n<p>Hojicha has become increasingly popular on Instagram &amp; TikTok. We mainly see it creative variations in form of lattes, RTD drinks or deserts.<\/p>\n<p>And the search interest is rising fast<sup>2<\/sup>:<\/p>\n<ul>\n<li>+54.6% monthly search results for \u201cHojicha\u201d since the beginning of 2025.<\/li>\n<li>Searches for \u201cHojicha Latte\u201d are up remarkable +173% globally.<\/li>\n<\/ul>\n<p>Especially, younger consumers are open to the unique flavor and aesthetic appeal of Hojicha and love to experiment with it.<\/p>\n<p>The caf\u00e9 scene is catching on, too. While matcha has become a staple on menus, Hojicha is more and more joining the lineup \u2013 appearing in lattes, cakes or lemonades.<\/p>\n<p><span style=\"color: #00584d;\"><strong>Our Favorites?<\/strong><\/span><\/p>\n<p>Its mild, roasted flavor harmonizes perfectly with milk and plant-based alternatives making it ideal for lattes and modern food creations.<\/p>\n<p>The classic is for sure a Hojicha Latte with a splash of vanilla syrup \u2013 just simple and easy to enjoy. But just like matcha, Hojicha has become the center of getting creative. We see combinations like:<\/p>\n<ul>\n<li>Strawberry Hojicha Latte<\/li>\n<li>Hojicha Tonic<\/li>\n<li>Hojicha Cocoa<\/li>\n<li>Hojicha Banana Bread<\/li>\n<li>Hojicha Cheesecake<\/li>\n<li>Hojicha Ice Cream<\/li>\n<\/ul>\n<p>The hype has no boundaries and there is plenty of room for creations. So, let&#8217;s be innovative together and develop Hojicha products that your customers will love. Can you already taste it?<\/p>\n<p>Feel free to contact our sales team: <span style=\"color: #00584d;\">sales@martin-bauer.com<\/span><\/p>\n<p><span style=\"color: #00584d;\"><strong>But first: taste test<\/strong><\/span><\/p>\n<p>Do you want to taste the signature flavor of Hojicha yourself first? Here is how to make a delicious Hojicha Latte:<sup>3<\/sup><\/p>\n<ul>\n<li>Sieve 1 tsp Hojicha powder into a small bowl to avoid lumps.<\/li>\n<li>Add 40 ml of water.<\/li>\n<li>Whisk with a bamboo whisk (alternatively, a milk frother can be used) until the mixture foams.<\/li>\n<li>Pour 100 ml milk of your choice into a glass with ice cubes.<br \/>\nPrefer it warm? Just heat the milk instead.<\/li>\n<li>Add the whisked Hojicha.<\/li>\n<li>Stir and enjoy!<\/li>\n<\/ul>\n<hr \/>\n<p><sup>1<\/sup> www.vogue.de\/artikel\/hojicha-tee-so-gesund-ist-die-matcha-alternative<\/p>\n<p><sup>2<\/sup> TikTok, https:\/\/trilogyflavors.com\/sipping-on-tea-trends\/<\/p>\n<p><sup>3<\/sup> https:\/\/www.instyle.de\/lifestyle\/statt-matcha-hojicha-tee-ist-neue-trend-getraenk-mit-wach-effekt<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Since last year another tea besides matcha has been in the spotlight. It\u2019s Hojicha \u2013 a roasted green tea coming from Japan that is quickly becoming<span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":13,"featured_media":5694,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/posts\/5691"}],"collection":[{"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/comments?post=5691"}],"version-history":[{"count":5,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/posts\/5691\/revisions"}],"predecessor-version":[{"id":5707,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/posts\/5691\/revisions\/5707"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/media\/5694"}],"wp:attachment":[{"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/media?parent=5691"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/categories?post=5691"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/tags?post=5691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}