Looking to jump the sugar ship or slow up the chemical-fuelled rollercoaster ride?
Trying to avoid energy highs and lows?
It might be time to join London’s Matcha Movement!
James Shillcock, the enthusiastic Founder of Vivid Drinks, talks to welltodo London about the benefits of Matcha, why Londoners are trading the traditional cuppa for an ice-cold alternative, and how the Matcha movement is fuelling the city’s health and wellness revolution.
For those still in the dark, what is Matcha?
Matcha is a powdered green tea, made from high-grade green tea leaves. It contains natural caffeine, theanine and is full of antioxidants.
Why did you decide to transform it into an iced tea drink?
Japanese people have been drinking Matcha Green Tea for thousands of years, so this is not a new concept. After working for a London-based specialty tea company and learning about the immense health benefits of Matcha, I saw that a unique opportunity existed to introduce a speciality tea to the masses as a refreshing iced tea drink. Having never been a coffee drinker myself, it had always amused me that as a nation of tea drinkers, we’d never embraced the idea of enjoying it cold. Vivid Matcha is the product that will change this attitude.
Matcha is a unique ingredient. It is amazingly powerful and tastes great. With the subtle stimulation of caffeine combined with l-theanine for clarity and sharpness of mind, ‘Vivid’ seemed an apt name for a drink which provides a natural boost. That’s why Matcha is so popular with students, athletes, and perfect really for any activity requiring concentration and focus. The antioxidants in Matcha also boost your metabolism!
Talk us through the Matcha Movement?
Matcha has steadily been growing in popularity in Asia and the US so we knew it would take off here. Vivid will do for matcha what vita coco is doing for coconut water and what innocent did for smoothies. Our product has been received phenomenally well in London and over the past year demand for matcha products has more than tripled in the UK. We set out to bring matcha to the masses and we’ve generated great momentum for Matcha products in the UK; this is the Vivid Matcha Movement.
What can we expect next?
We are planning some exciting expansions to the range. The Matcha Movement has only just begun.
Fact: research by the American Society of Clinical Nutrition found that regularly consuming Matcha Green Tea increased the daily energy expenditure rate of adults by 35-45%.
Now in its first Spring/Summer since launching, the Vivid Matcha range is available in three flavours; Grape & Elderflower, Lime Ginger & Honey, and Pear & Rhubarb. Stockists include Whole Foods Market, Planet Organic, As Nature Intended, Waitrose, Selfridges, Harvey Nichols, and many great independent retailers.