JOE & THE JUICE has partnered with broadcaster and entrepreneur Maya Jama to launch Maya Jama’s Matcha, a limited-edition collagen-infused drink available exclusively in the UK. The launch comes as both matcha and functional drinks continue to gain ground across the high street.
Available across all 91 UK stores from 15th April for a limited time, the drink combines matcha with black sesame, sea salt and agave, served with Sproud Zero M*lk. The flavour sits in the growing ‘swavoury’ space, bringing a more savoury, nutty profile to the category.
Matcha has moved firmly into the mainstream in the UK. The category generated USD 37.2 million in 2024 and is expected to more than double by 2033. It now accounts for around 4% of café drink sales, with volumes rising sharply during peak summer months.
Alongside this, functional drinks are expanding quickly, particularly among younger consumers. The UK market has grown 54% year-on-year, with products like matcha, adaptogenic drinks and collagen-based options increasingly replacing traditional coffee and alcohol consumption among Gen Z. The wider functional beverage market is now worth around £2.4 billion.
Maya Jama’s Matcha has been developed as a UK-exclusive product, bringing together flavour and function in a format designed for the high street. The addition of collagen adds a functional element, while the black sesame and sea salt create a more balanced, less sweet taste.
The partnership with Maya Jama also reflects a continued focus on talent-led collaborations to build relevance with younger audiences. The drink’s monochrome look ties in with Jama’s personal brand and her link to Sproud.
“I wanted to create something with JOE & THE JUICE that felt a bit different but still really on trend,” said Maya Jama. “The black sesame gives it that slightly nutty, savoury flavour and the collagen adds a little extra. I hope fellow matcha lovers fall for it just as much as I have!”
“At JOE, our mission has always been to make high quality, freshly prepared food and drinks part of people’s everyday routines,” added Jon James, UK Managing Director at JOE & THE JUICE. “Maya Jama is the perfect partner to bring this to life – her influence, cultural relevance and connection with our audience make this collaboration a natural fit. We’re really excited to be working with Maya on this launch, and Maya Jama’s Matcha is a great example of how we’re evolving the category. The flavour combination brings something different to the market, while the addition of collagen taps into growing demand for more functional options.”
The launch will be supported in-store with a limited-edition Matcha Bar, featuring pairings including sesame and dark chocolate.
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