Philz Coffee is expanding beyond drip coffee and espresso beverages with the addition of a new matcha lineup that includes the tasty Salted Caramel Matcha.
Offically launching on July 21st, Philz's new matcha lineup will include four signature drinks, each with a unique flavor profile. Each one is made with matcha sourced from Uji, Japan, which is one of the most renowned matcha-growing regions. The first of the new drinks is the Iced Matcha, which is layered with sweetened oat milk. There's also a Strawberry Matcha and a Strawberry Mint Matcha, which both feature layers of fresh strawberry purée and sweetened oat milk. Finally, the Salted Caramel Matcha combines smooth matcha with rich caramel, sweetened oat milk, and a sprinkle of sea salt. As Andy Mai, Chief Business Officer for Philz Coffee, explains, "By pairing quality ingredients and bold flavors in a customizable way, our matcha feels both approachable and playful.”
Image Credit: @kimoni.eatss on Instagram
What Makes This Trend Stand Out
- Dessert-inspired Matcha
- Salted caramel and fruit purée pairings position matcha as an indulgent beverage platform with room for premium, limited-time, and cross-category flavor extensions.
- Layered Plant-based Drinks
- Oat milk bases and visually distinct layers create sensory appeal for consumers seeking dairy-free drinks that feel customizable, photogenic, and premium.
- Origin-led Tea Premiumization
- Sourcing matcha from Uji, Japan adds provenance and quality cues that support higher-value tea beverages within mainstream coffee retail environments.
Sectors Adopting This
- Specialty Coffee
- Coffee chains are broadening menus beyond espresso and drip formats, creating whitespace for tea-based beverages that attract non-coffee and afternoon occasion consumers.
- Ready-to-drink Beverages
- Flavor-forward matcha combinations suggest packaged beverage potential for brands translating café-style indulgence into convenient refrigerated or shelf-stable formats.
- Plant-based Dairy
- Sweetened oat milk integration highlights opportunities for dairy alternatives designed specifically to enhance texture, layering, and flavor balance in café beverages.
