In FMCG, few things are ever truly new. Trends rise quickly, dominate the conversation, fade into the background, and then often return in a more refined, mainstream form. Costa Coffee’s launch of matcha drinks on 8 January 2026 is a textbook example of how innovation often lies not in invention, but in timing.
Costa is introducing a trio of matcha-based beverages designed to appeal across its customer base. The lineup includes a Hot Matcha Latte and an Iced Matcha Latte, both presenting the classic, earthy profile of ceremonial-style matcha with the creamy texture consumers expect from a café staple. To broaden appeal, Costa is also offering a Strawberry Coconut Iced Matcha Latte, blending sweet fruit and tropical notes with matcha’s distinctive flavour. All drinks can be customised with different milk options and syrups, reflecting the personalised experience today’s consumers have come to expect.
Matcha has been circulating on the fringes of Western menus for years. Once the preserve of niche cafés, wellness enthusiasts, and social media early adopters, it has steadily built cultural credibility without quite breaking into the mass market. Costa’s decision to introduce matcha now signals a familiar moment in the trend cycle: the shift from emerging to established.
From an FMCG innovation standpoint, this launch is less about chasing novelty and more about recognising maturity. When a trend becomes widely understood by consumers, the risk profile changes. Matcha is no longer an unfamiliar concept; it’s a known flavour with clear associations around health, ritual, and premium indulgence. That makes it ripe for scale.
What’s also telling is how Costa has framed the range. Alongside the classic serve sits a flavoured variant combining strawberry and coconut. This reflects another pattern in trend evolution: once a core product is accepted, brands experiment at the edges to broaden appeal. Innovation becomes incremental, designed to lower barriers for new users rather than excite purists.
The timing matters too. Launching in January positions matcha within the annual reset mindset, where consumers are more open to perceived “better-for-you” choices. FMCG innovation often succeeds when it aligns not just with trends, but with seasonal behaviour and cultural moments.
Ultimately, Costa’s matcha launch is a reminder that trends rarely disappear; they wait. For innovators, the challenge isn’t spotting what’s new, but understanding when a trend has reached the point where familiarity outweighs friction. In that sense, the most effective product innovation often looks less like disruption and more like a well-judged arrival.
Image credits: https://www.costa.co.uk/menu
