Starbucks matcha marches into the Via lineup with new, Japan-exclusive green tea drink mix

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RocketNews 24 (by Casey Baseel):

The powdered drink series isn’t just for coffee anymore.

While most people immediately think “coffee” when they hear “Starbucks,” the immensely popular chain of cafes also does a brisk business in teas at its Japanese locations. In 2001, the chain introduced the Matcha Cream Frappuccino, which predated the current matcha sweets boom by several years and paved the way for this year’s Chocolate Brownie Matcha, plus the matcha tea latte, which was added to the menu in 2006.

Now, Starbucks is bringing out the first Japan-exclusive item in its Via line of instant beverage mixes: Tea Essence Matcha.

▼ Tea Essence Matcha, hanging out with its coffee-based Via half-siblings

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The matcha Via contains the same domestically produced matcha tea powder as Starbucks uses for its barista-prepared beverages while offering the convenience and portability of Via’s powdered drink bases. Starbucks recommends mixing the contents of a pack with milk for a rich, relaxing cup of matcha latte.

Matcha Via goes on sale June 17 at Starbucks Japan branches and through the company’s online store, priced at 650 yen (US$5.90) for a pack of five.

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