Tweet

B-Corp tea brand unveils its updated barista-ready matcha for the booming latte market, doubling down on quality, transparency and functionality. 

As the matcha boom continues, Good & Proper Tea is relaunching its House Matcha this June – a vibrant, latte-focused blend crafted in Kyoto by one of Japan’s most respected tea masters, Hiroshi Kobayashi.

Kobayashi-san, one of only 13 tea masters to hold the elite 10-Dan rank, has dedicated decades to perfecting traditional Japanese tea.

Working in partnership with Good & Proper, he carefully selects the finest shade-grown leaves from the spring harvest, then skilfully blends them, batch by batch, to craft this exclusive matcha that is creamy, smooth and with a delicate umami finish. Designed to pair perfectly with milk, it is rich in flavour and vibrant in colour tailored specifically with baristas in mind.

“As the race for the greenest latte heats up, we’ve slowed down to get it right,” said founder Emilie Holmes.

“Our new matcha range is over a year in the making. It isn’t about chasing hype. It’s about functionality, flavour and traceability.”

Cutting through the confusion

As global demand for a centuries-old tea soars, so too have homogenised, confusing claims seeping out from the category. From loosely defined terms like “ceremonial grade” to sweeping claims of being “Uji-sourced”, consumers and cafés alike are left navigating a minefield of marketing jargon. Good & Proper is taking it back to offer matcha, as it should be.

“With many prioritising story over substance, there’s often a big gap between what’s promised and what’s actually in the cup. The customer deserves better.” said Holmes. 

“We wanted to take our time and do it properly, creating something that delivers on flavour and can be traced back to the people who made it. The reality is, we’ve been doing matcha for years, and product integrity and brand trust is just not something we’re prepared to compromise on.”

A focus on matcha done properly

Good & Proper was an early champion of matcha, first introducing it at its Clerkenwell tea bar in 2015, where customers queued for lattes whisked to order. A decade later, matcha has shifted from niche to necessity for those in the trade.

It is now one of the fastest-growing parts of the business, accounting for 15% of its revenue and doubling in sales year-on-year. The relaunch signals a clear intent to invest in the category with long-term relevance, not short-term trend-chasing.

What’s next: a growing matcha line-up

The new House Matcha launch is just the beginning, launching in food service and in D2C on 10th June. The brand is poised to expand its offer further with premium matcha options, including a Signature Matcha and single-cultivar ‘Guest Matchas giving cafés, retail and consumers new opportunities to engage with this versatile, high-quality tea.