# Latte-Flavored Water Asahi's Clear Latte is Colorless, Low-Calorie, Caffeine-Free and No-Fat By Laura McQuarrie | Published 2018-05-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/clear-latte References: [hypebeast](https://hypebeast.com/2018/5/asahi-clear-caffe-latte-japan-release) To keep up with the demand for clear beverages in Japan, [Asahi](https://www.trendhunter.com/trends/asahi-like-milk) released a Clear Latte that takes the form of a latte-flavored water beverage that boasts no caffeine. Additionally, the low-calorie drink contains no fat and true to its name, it is completely colorless. The unconventional beverage product is described as a "[clear espresso and milk](https://www.trendhunter.com/trends/brunette-clear)," as it is made with the whey minerals from raw milk and pure water. Asahi’s Clear Caffè Latte is one of several newly released clear beverages in Japan, with other examples including [Suntory's](https://www.trendhunter.com/trends/chilled-matcha-brulee-latte) 'Blueberry Yogurina,' which is said to have a milk-like mouthfeel and the and 'All-Free All-Time,' which was newly launched as a completely transparent non-alcoholic beer that can be responsibly consumed at any part of the day. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 70% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Clear Beverages:** Clear beverages are becoming popular in Japan, creating opportunities for companies to innovate and release new, transparent products in the market. - **Flavor Without Calories:** Asahi's Clear Latte, which is low-calorie, caffeine-free, and has no fat, illustrates the growing trend of consumers wanting flavorful beverages without adding extra calories to their diet. - **Alternative Coffee Beverages:** Innovation in coffee beverages continues with products like Asahi's Clear Latte, signaling opportunities for companies to experiment with new forms of coffee that cater to consumers looking for alternative, non-traditional options. ### Sectors Adopting This - **Beverage Industry:** The release of Asahi's Clear Latte and other clear beverages highlights opportunities for the beverage industry to develop new and unique products that cater to consumer demand for innovative and healthy drinks. - **Dairy Industry:** The whey minerals from raw milk used in Asahi's Clear Latte showcase ways the dairy industry can expand beyond traditional milk and cheese products to create unique, healthy offerings for consumers. - **Food Technology Industry:** The trend of clear and low-calorie beverages presents opportunities for food technology companies to create new and innovative ways to flavor drinks without adding calories or artificial ingredients. ## Related on Trend Hunter - [Dairy-Free Iced Latte Coffees](https://www.trendhunter.com/trends/atlr72-green-drop-coffee.md) - [Canned Japanese Lattes](https://www.trendhunter.com/trends/ueshima-coffee-company.md) - [Chocolate Cereal Milk Lattes](https://www.trendhunter.com/trends/canned-lattes.md) - [Free-From Ready-to-Drink Coffees](https://www.trendhunter.com/trends/caff-latte-zero.md) - [Plant-Based Multi-Serve Lattes](https://www.trendhunter.com/trends/multi-serve-lattes.md) - [Caffeine-Free Floral Drinks](https://www.trendhunter.com/trends/lavender-oat-chill.md) - [Coffee-Free Chocolate Cafe Drinks](https://www.trendhunter.com/trends/sweet-milk-chocolate.md) - [Gelato-Inspired Blended Iced Coffees](https://www.trendhunter.com/trends/frappuccino-lite.md) - [Ready-to-Drink Cold Lattes](https://www.trendhunter.com/trends/coldpresso-latte-line.md)