E.208 The Matcha Movement: Why Everyone's Obsessed with JENKI Founder Claudia Boyer

In my kitchen this week, I'm joined by Claudia Boyer, co-founder of JENKI, one of the brands at the forefront of bringing high-quality ceremonial matcha into the mainstream. After discovering matcha as an alternative to the coffee-fuelled lifestyle they were living, Claudia and her husband Otto set out to build a brand that would introduce Londoners to a better matcha experience, helping transform how the UK thinks about this centuries-old Japanese drink.

Matcha has gone from a niche wellness drink to a cultural phenomenon, with the UK matcha industry now valued at an estimated £175 million. But what's really driving the obsession?

In this episode we unpack the wider cultural shifts shaping the industry, from the growing popularity of iced drinks over traditional hot beverages to the way our choice of coffee shop or matcha bar has become an extension of our personal brand and identity.

Whether you're a lifelong matcha lover, a coffee devotee considering the switch, or simply curious about one of the fastest-growing movements in food and drink, this conversation offers a fascinating look at the business, culture and psychology behind the green drink taking over our feeds.

Topics we discuss:

• The story of Claudia and Otto discovering Matcha
• Benefits of Matcha from focus to skin
• The cultural shift driven by GenZ to swap their coffee to Matcha
• The Matcha Culture
• The shift to iced drinks over hot
• How your Coffee and Matcha order is an extension of your personal brand
• What good Matcha looks like
• How to remove the grassy, bitter taste

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This episode was hosted and produced by Georgia Symonds

Georgia’s Instagram - click here!

Our guest today was Claudia Boyer, founder of Jenki

Jenki's Instagram - click here!

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