Coffee prices are up. Matcha prices are up.
But hojicha? It’s holding steady, and might even drop.
This makes now the perfect time to add hojicha lattes (or signature drinks) to your menu.
But first…what is Hojicha?
Hoji means roast. Cha means tea.
Hojicha (焙じ茶) is a Japanese roasted green tea — known for its comforting aroma, bold roasted flavour, and naturally low caffeine.
Unlike other green teas, hojicha is made by roasting tea leaves, stems, and twigs over high heat. The result? A rich, smoky, chocolatey profile that’s mellow and moreish. And just like coffee, there’s different flavour profiles based on the cultivars and roasting techniques.
There’s huge potential for what hojicha could become.
Loved by Coffee Drinkers Who Don’t Love Matcha
We’ve noticed a trend:
Coffee drinkers who aren’t fans of matcha often love hojicha.
That roasty, robust flavour has a natural depth that feels familiar, like a light-bodied coffee or a roasted cacao, but with none of the bitterness or caffeine hit.
It’s the perfect bridge between coffee and tea.
And because it comes as a finely milled powder, it blends just like matcha, making it ideal for lattes, dirty drinks, or even desserts. If matcha was your intro to tea lattes, hojicha might just be your new go-to.
Why Hojicha Isn’t Following the Price Hike
While high-grade matcha is made from the youngest, most delicate leaves, hojicha is often made from the other parts—leaves, stems, stalks that are usually abundant. To oversimplify it, the more matcha Japanese farms produce, the more raw materials are available for Hojicha.
Mindful’s Hojicha Powder
Our hojicha powder is:
- 100% pure—no sugar, no fillers
- A blend of a few Japanese tea cultivars
- Bold, chocolatey, and incredibly aromatic
Ideal for lattes and creative signature drinks.
The creamiest, most Instagrammable Iced Hojicha Latte
You’ll need:
- 8oz glass
- 4g Mindful Hojicha Powder
- 150ml milk – any kind you love
- Ice
- Electric frother + bamboo whisk
Step-by-step:
- In a milk jug or small mixing bowl, add 4g of Mindful hojicha and 40ml of cold (or room temp) milk.
- Froth briefly—5 seconds with an electric frother just to break up big clumps and aerate the milk.
- Switch to your bamboo whisk. Gently whisk to break the finer clumps and pop any large bubbles. You want it creamy, smooth, but not too foamy.
- Fill your 8oz glass with ice.
- Pour in 110ml of milk over the ice.
- Slowly pour your hojicha mixture over the top for that satisfying layered look.
- Serve with a spoon. Stir before sipping if you like.
Try it unsweetened first.
The roasty, chocolatey depth might surprise you. Add a touch of honey or syrup if needed.
Signature Hojicha Ideas to Try
Hojicha Dirty – Hojicha x Espresso = bold, addictive
Hojicha Coconut – Hojicha meets coconut milk for a creamy, toasty twist
Hojicha Tiramisu – The perfect low caffine swap
If you’re interested in sampling our hojicha, just leave us a message.
