Matchi Global LLC, an Alexandria, Virginia startup, is entering the ready-to-drink functional beverage market with a line of canned protein matcha lattes — positioning itself at the intersection of two of the fastest-growing segments in U.S. retail beverages. Pre-orders opened September 22 at drinkmatchi.com, with fulfillment scheduled to begin in December 2026.
Each shelf-stable 8.4 oz can delivers 20 grams of complete filtered milk protein — supplying all nine essential amino acids — alongside 4 grams of prebiotic fiber and approximately 120 milligrams of caffeine, roughly equivalent to a strong espresso. The drink launches in three flavors: Vanilla, Lavender, and Banana. All three are free of artificial flavors, colors, sweeteners, and preservatives. Pricing is structured around 12-packs and 24-packs at a premium tier, with a subscription option that brings the per-can cost below $4.00.
The Market Opportunity
The timing reflects a deliberate bet on two converging consumer trends. The U.S. high-protein shakes category reached $8.1 billion in 2025, a 71.3% increase from $4.7 billion in 2021, driven by mainstream adoption of functional nutrition across demographics well beyond traditional sports-nutrition buyers. The U.S. matcha segment generated $478.8 million in 2024 and is projected to reach $762.6 million by 2030, with North America identified as the fastest-growing matcha region globally. Matchi's founders argue no established player currently occupies the specific niche of cafe-quality, matcha-forward protein in a can — distinguishing the brand from adjacent products that offer canned matcha without meaningful protein content, or high-protein drinks without a genuine matcha experience. The functional beverage and better-for-you RTD categories have seen repeated white-space launches over the past two years, but the matcha-plus-protein combination remains largely unclaimed at scale.
Go-to-Market Approach
Matchi is executing a direct-to-consumer-first launch, a common playbook for emerging beverage brands seeking to establish unit economics and community before absorbing the slotting fees and velocity requirements of national retail. Every pre-order includes a co-branded apparel item — a heavyweight tee or hat designed in partnership with Division Street in Los Angeles — a tactic intended to seed brand identity alongside the product itself.
A regional activation is planned for Spring 2027 in Washington, D.C., timed to coincide with the National Cherry Blossom Festival, a choice that aligns with matcha's Japanese cultural associations and the city's high-density, health-oriented consumer base. Select independent retail distribution is expected to follow the DTC ramp, with national retail listed as a subsequent phase. The company is also assembling an advisory board of beverage industry veterans, with members to be announced ahead of the December fulfillment window.
Founder Jordan Martinez, a U.S. Air Force veteran, framed the brand's positioning in pointed terms: "We're not a protein drink company with matcha. We're a matcha company with 20 grams of protein." The formulation went through eleven development rounds before launch, according to the company. Matchi's ceremonial-grade matcha is sourced from first-spring shaded leaves, a processing method associated with reduced bitterness and a naturally sweeter, nuttier flavor profile that the company says enables a latte-style experience without leaning on artificial masking agents.
For trade buyers and retail buyers tracking the functional beverage supply chain, Matchi's shelf-stable format addresses a persistent cold-chain constraint that has limited distribution reach for competing refrigerated protein drinks.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
