The world of functional beverages continues to gain momentum, and at its center stands matcha – a Japanese green tea powder, considered one of the most sought–after superfoods in the world. Matcha is known for its unique combination of natural and sustained energy, a concentration of antioxidants, and a rich flavor, and has become in recent years the beverage of choice for urban audiences, health enthusiasts, and coffee lovers looking for a smart and balanced alternative.
Now, the category is taking a step forward in Israel as well: Schestowitz, one of the leading companies in Israel in the field of import, marketing, and distribution of consumer products of international brands, announces a cooperation with PerfectTed, the fastest–growing matcha brand in the UK that leads the category in the country and in Europe.
PerfectTed is considered one of the most prominent matcha brands in London, with a presence in retail chains, coffee shops, and lifestyle and health communities. The brand emphasizes raw materials, an accessible drinking experience, and contemporary design. As part of the franchise it received, Schestowitz will bring the brand's products to Israel and launch them gradually in retail chains, selected points of sale, and coffee shops. The move will be accompanied by extensive activity to build the category, market education, and deepening the world of content around matcha as an everyday and functional beverage for the Israeli audience.
As part of the local launch, Schestowitz will market a variety of PerfectTed products adapted both for the retail market and the institutional market. The Israeli consumer will be offered classic matcha powder in a 30g pack, vanilla–flavored matcha powder in a 75g pack, and a ready–to–drink matcha latte can, which is designed to be a convenient solution for daily consumption. The products can be found in selected coffee shops across the country and in leading food chains, including Super–Pharm, Hatzi Hinam, and Tiv Taam.
According to Galit Bar, Director of Schestowitz's Food Division: "We have identified in recent years a sharp increase in demand for quality functional beverages, and matcha is at the heart of this trend. PerfectTed is a leading international brand, with a clear identity and uncompromising quality, and we believe that the connection between it and the Israeli market will allow us to develop an entire category – not as a momentary trend, but as part of a conscious, healthy, and up–to–date lifestyle."
Bar further added: "Receiving the franchise for the PerfectTed brand represents another strategic move for us in expanding the group's brand portfolio into the worlds of health and wellness. We believe that PerfectTed will meet a growing demand in Israel for functional products, and will achieve significant success in the local market."
To mark the launch in Israel, Schestowitz is expected to conduct a cross–platform campaign that will include collaborations with influencers and lifestyle communities, alongside expanding the physical presence at leading points of sale. With the brand's entry into the country under the auspices of Schestowitz, the local matcha category is expected to expand from a niche product into an entire world of content characterized by a wide presence, market education, and a new consumption experience, a move that positions matcha as an developing category in the Israeli beverage market.