Joe & the Juice’s matcha move

Joe & the Juice has put Maya Jama’s name on a new drink: a limited-edition collagen-infused matcha that went on sale in the United Kingdom on April 15. (grocerygazette.co.uk) The drink, called “Maya Jama’s Matcha,” mixes matcha with black sesame, sea salt and agave, then finishes it with Sproud Zero M*lk and collagen. Joe & the Juice said it is available across all 91 of its UK stores for a limited time. (grocerygazette.co.uk) Joe & the Juice promoted the launch as a UK-exclusive iced matcha in a social video featuring Jama and the line “there’s a 100% chance of Maya’s Iced Matcha.” The company also paired the drink with a “Maya’s Matcha” bar made with dark chocolate and black sesame. (tiktok.com, findglocal.com) The product lands as café chains push deeper into “functional” drinks, a category built around added ingredients such as protein, vitamins or collagen rather than caffeine alone. Mintel said UK consumers are increasingly choosing soft drinks for health benefits over pills and supplements. (mintel.com) Matcha is also no longer a niche menu item in Britain. GlobalData said its Q1 2025 survey showed 68% of UK consumers associated matcha with positive health effects, a sign that the ingredient has moved into a crowded wellness market. (globaldata.com) Collagen gives the drink a beauty-angle pitch as well as a flavor one. Grand View Research estimated the global collagen market at about $10.4 billion in 2024 and projected it to reach $26.2 billion by 2033. (grandviewresearch.com) For Joe & the Juice, the collaboration also extends a menu that already leans on coffee, matcha, juices and protein shakes rather than traditional fast-food staples. The company’s own site pitches those products as part of a “healthy colourful” range and lists stores across the UK market. (joejuice.com, joejuice.com, joejuice.com) The immediate test is simple: whether a celebrity-backed matcha can pull customers into stores before the limited run ends. Joe & the Juice has given the drink a national rollout, a spring launch date and a face that already sells lifestyle as much as television. (refreshmentmag.com, grocerygazette.co.uk)