Matchi Global LLC, an Alexandria, Virginia-based startup, is launching Matchi, a line of shelf-stable canned protein matcha lattes that pair ceremonial-grade matcha with 20 grams of complete filtered milk protein per 8.4 oz can. Pre-orders opened September 22, 2026, with fulfillment starting December 2026 — positioning the brand squarely at the intersection of two of the fastest-moving segments in the U.S. functional beverage landscape.
Formulation Architecture
Each can delivers 20 grams of filtered milk protein supplying all nine essential amino acids, 4 grams of prebiotic fiber, and approximately 120 mg of caffeine — a load comparable to a strong espresso. The matcha itself is ceremonially shaded and milled from first-spring leaves, a sourcing specification that drives the natural sweetness and low-bitterness profile the brand is built around. Three launch flavors — Vanilla, Lavender, and Banana — share the same base recipe architecture: a creamy oat-forward opening note, a distinct mid-palate flavor expression, and a clean matcha finish. The formulation carries no artificial flavors, colors, sweeteners, or preservatives, meeting a clean-label threshold increasingly demanded by the better-for-you beverage retail channel.
Founder Jordan Martinez, a U.S. Air Force veteran, described the brand's orientation as matcha-first rather than protein-forward — a deliberate formulation philosophy that positions Matchi apart from protein shakes that use matcha as a secondary flavor note. Eleven rounds of development guided by sensory benchmarking shaped the final product.
Market Positioning
The timing reflects a meaningful convergence in U.S. beverage trends. The high-protein RTD shakes category reached $8.1 billion in 2025, up 71% from $4.7 billion in 2021. Domestic matcha demand hit $478.8 million in 2024 and is projected to reach $762.6 million by 2030, with North America identified as the fastest-growing regional market globally. No established U.S. player currently controls a canned, café-quality protein matcha SKU at meaningful scale — adjacent brands occupy either the canned matcha space without significant protein content, or the protein RTD space without a matcha-first formulation identity.
For ingredient suppliers and co-manufacturers tracking protein fortification trends, Matchi's use of filtered milk protein — rather than whey isolate or plant-based blends — reflects a deliberate sourcing choice that preserves amino acid completeness while supporting a smoother mouthfeel in a latte-style application. The 20g protein load at a shelf-stable format requires careful heat-process compatibility and protein solubility management, formulation challenges that will be familiar to contract beverage manufacturers working in the RTD dairy-adjacent space.
Launch and Distribution
Matchi is going to market DTC-only at drinkmatchi.com, sold in 12-packs and 24-packs at a premium price point, with a subscription tier priced below $4 per can. A Spring 2027 regional activation tied to the National Cherry Blossom Festival in Washington, D.C. is planned, followed by selective independent retail distribution ahead of a longer-horizon national retail push. An advisory board of beverage industry veterans is in formation, with members to be announced ahead of the December fulfillment window.
The brand's DTC-first model gives the team flexibility to refine specification sheets, COA documentation, and retailer-ready TDS materials before committing to broader channel distribution — a sequencing strategy increasingly common among better-for-you beverage entrants managing supply chain risk during scale-up.
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.
