Like any big idea, beverage-makers must thoroughly think through the formulation process before committing to producing a beverage. With matcha, there are specific factors formulators should take into consideration before using it as an ingredient.

Jillian Hermanowicz, chief marketing officer at Vibrant Ingredients, Lake Mary, Fla., states that matcha requires a “thoughtful approach” to formulation to ensure that the final product meets consumer expectations.

“Quality and grade are critical — higher-quality matcha delivers a smoother, more balanced flavor, which is important for broader appeal,” she says. “Managing its natural earthiness is also key, which is why it’s often paired with complementary flavors like dairy, vanilla, fruit or florals.”

From a technical standpoint, Hermanowicz shares the following as factors formulators should keep in mind:

• Color stability, particularly in RTD applications
• Suspension and dispersion, to maintain a consistent appearance and texture
• Flavor balance, to ensure the profile remains approachable while still authentic

The goal is to maintain the integrity of matcha while optimizing it for the intended format and consumer, she says.

Matcha has a strong personality, notes Philip Caputo, marketing and consumer insights manager at Carteret, N.J.-based Virginia Dare.

“If you’ve ever tasted it straight, you know exactly what I mean,” Caputo says. “That grassy, earthy intensity is exactly what consumers love about it, but it has to be carefully managed. Get the flavor balance wrong, and it’ll overpower everything around it.

“Get the sweetness wrong, and the whole profile tips into something that doesn’t feel natural and healthy,” he continues. “Beyond taste, you’re managing color consistency, texture, and making sure nothing’s clumping together in the finished product.”

Matcha can be an incredibly temperamental ingredient, Caputo adds, but brands that put in the effort to make it work end up with something “really special.”

Mitch Madoff, head of retail partnerships at Keychain, N.Y., echoes similar thoughts, noting that pairing matcha with complementary flavors can enhance its taste while still delivering on its overall health appeal.

“From a product development standpoint, matcha performs especially well in formats that highlight both its flavor and functionality,” he says. “RTD beverages, confections, frozen novelties like ice cream, and snack bars are all strong vehicles, as they allow brands to capitalize on taste, convenience, and visual appeal.”

Rikka Cornelia, marketing manager at MartinBauer, Secaucus, N.J., notes that, in dry beverage systems, matcha is hygroscopic, meaning it readily absorbs moisture from the surrounding environment.

“This makes moisture control especially important during storage and processing,” she says. “Exposure to humidity can affect flowability, stability, and overall product quality.”

Ultimately, Cornelia shares that successful matcha formulation comes down to protecting what consumers notice first, namely color, flavor, and consistency, while designing a system that maintains stability throughout the product’s shelf life.