Hojicha Powder: The Roasted Green Tea Making Cafés Rethink Matcha
Editor's note: Matcha has ruled the green-tea world for a decade ― but its roasted sibling, hojicha, is quietly becoming the new favorite of cafés and formulators. Caramel-brown, nutty, and low in caffeine, hojicha powder does things matcha can't. We asked FAITURY's product team to break it down.
Q: For buyers who know matcha but not hojicha ― what is it?
A: Hojicha is roasted Japanese green tea. While matcha is made from shade-grown leaves that are steamed and stone-ground into a vibrant green powder, hojicha starts from green tea leaves and stems ― typically bancha or sencha-grade material ― that are roasted at high temperature until they turn a warm caramel brown. The roasting transforms the flavor profile completely: grassy and bitter notes become toasty, nutty, and slightly sweet, with a cozy roasted aroma. When you mill roasted tea into powder, you get hojicha powder ― a single ingredient that works in drinks, desserts, and bakery with almost no bitterness.
Q: Why is it suddenly trending in beverages and food?
A: Three drivers. First, low caffeine: roasting significantly reduces caffeine content, so hojicha is the rare tea powder you can enjoy late in the day ― and it's naturally appealing for kids' products and evening formats. Second, flavor fit: the roasted, caramel-like profile pairs beautifully with milk, making it a natural latte ingredient ― the hojicha latte is now a staple on café menus from Tokyo to New York. Third, clean label: it's a single-ingredient tea powder with a distinctive natural color and aroma ― no additives needed to make it taste good.
Q: How does hojicha powder compare to matcha powder for formulators?
A: They're complementary, not competitors. Quick comparison:
Parameter | Matcha Powder | Hojicha Powder |
Color | Vibrant green | Caramel brown / roasted tan |
Flavor | Fresh, vegetal, slightly bitter | Toasty, nutty, sweet, no astringency |
Caffeine | Moderate (green tea level) | Significantly lower after roasting |
Best formats | Lattes, ice cream, premium desserts | Lattes, bakery, confectionery, evening drinks |
Price point | Premium | More accessible |
The smartest product lines carry both ― matcha for the premium green aesthetic, hojicha for warmth, lower caffeine, and
cost-effective volume.
Q: What specifications matter for hojicha powder?
A: The essentials:
Parameter | What to check |
Particle size | Fine mesh (e.g., 200+ mesh) for smooth lattes; coarser for bakery |
Roast profile | Light / medium / dark ― affects color, aroma, and bitterness |
Color | Consistent caramel-brown, no green patches |
Moisture | ≤ 5‒6% for freshness and shelf life |
Microbiologicals & heavy metals | Within target-market food-safety limits |
Origin | Japanese-sourced tea preferred for authenticity; traceability required |
The COA should document all of these per batch ― and if you're claiming "roasted green tea powder," the spec sheet must
back the tea origin and roast process.
Q: Where are buyers using it?
A: The application range is expanding fast:
● Café & beverage ― hojicha lattes, milk teas, frappes, and hot chocolate blends
● Bakery & confectionery ― cookies, cakes, mochi, and truffles with a roasted tea twist
● Frozen desserts ― hojicha ice cream and soft serve, a Japanese classic going global
● Health & wellness drinks ― low-caffeine tea shots and evening wind-down beverages
● Foodservice mixes ― ready-to-mix latte powders for chains
Q: What do buyers typically pair with hojicha powder?
A: It blends beautifully across categories:
● Matcha Green Tea Powder ― the classic duo; a "green tea menu" with both matcha and hojicha
● Collagen Peptides ― "beauty latte" mixes; collagen dissolves cleanly into hojicha lattes
● Mushroom Coffee Powder ― low-caffeine adaptogen blends where hojicha adds warmth
● Plant-based milk powders ― oat and coconut latte bases for ready-to-mix hojicha lattes
Since FAITURY supplies the full tea and wellness-powder family in-house, a brand can build a complete latte line ― tea powders, collagen, and blends ― from one certified supplier.
Q: Any formulation or sourcing advice?
A: Two notes. First, grind size decides the format: ultra-fine powder dissolves smoothly in cold drinks and premium lattes; a coarser grind suits bakery and costs less ― match the mesh to the application. Second, roast consistency: light roasts preserve more tea character, dark roasts deliver more caramel aroma ― confirm the roast profile matches your label story, and
ask for color and moisture specs on every batch. As with all tea ingredients, ask for the COA before the sample, then taste-test
in your actual application.
Q: How should a new buyer start?
A: Request the spec sheet and COA first ― particle size, roast profile, moisture, origin. Then get samples of light and medium
roasts and bench-test them in your product ― a latte, a cookie, or a ready-mix. Finally, confirm customization: mesh size,
packaging (bags, pouches, jars), private labeling, and MOQ. We respond to sample and quotation requests within 24 hours.
Ready to add some roasted warmth to your line? FAITURY supplies Hojicha Powder in light and medium roasts, fine and standard grinds, plus matcha, collagen, and mushroom coffee for complete latte programs ― with batch COAs and a tailored
quotation within 24 hours. Contact us today.
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