Bjorg launches Avena Matcha, the oat-based ready-to-drink beverage with no added sugars

Bjorg presents Avena Matcha, the 100% plant-based innovation that combines the distinctive character of matcha with the smoothness of oats, offering a balanced taste experience accessible to a variety of palates.

The new product reference enters a category in which discovery and gratification play an important role: the 51% of plant-based beverage consumers approach these products driven by pleasure or novelty (Source: Mintel, Sept ‘26). In this context, a recognisable and contemporary flavour such as matcha is highly appealing and represents an opportunity to broaden the in-store experience and engage consumers looking for new and rewarding offerings.

With Avena Matcha, Bjorg expands its range of plant-based beverages with an offering that interprets the matcha trend through some of the brand’s distinctive assets. The recipe combines organic oats and organic matcha powder and is free from added sugars, all elements with strong appeal for a target of consumers who are attentive to wellbeing but also curious and experimental, and which immediately define the product’s positioning, distinguishing it within the ready-to-drink range.

The oat base helps make the taste profile smooth and balanced, complementing the characteristic notes of matcha and making them enjoyable even for those trying this flavour for the first time. The product therefore focuses on the combination of trend, convenience and pleasure, making matcha available in a ready-to-drink format that can be easily incorporated into everyday consumption occasions.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.