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After years of explosive trial, sales of plant-based meat alternatives have leveled off or declined.1 Flavor and texture challenges, paired with a growing unease about overprocessing, made it difficult for the category to sustain momentum.

Matcha has evolved from a traditional Japanese tea ceremony staple to one of the fastest-growing beverage trends worldwide. This article explores the rise of matcha in cafés, social media, and food products—while examining the science behind its health claims and the cultural roots behind the green tea powder.

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