Taiyo and Ito En partnership brings Japanese matcha to North American supplements and F&B
02 Aug 2021 --- Green tea supplier Ito En has entered the B2B space with Taiyo International to supply high-quality matcha to the food, beverage and supplement industries in North America.
“Ito En traditionally focuses on direct to consumer products. This partnership now brings the high-quality Japanese ceremonial matcha produced by Ito En to other manufacturers of foods and supplements,” Scott Smith, vice president of Taiyo International, tells FoodIngredientsFirst.
“It is exciting to blend our B2B strengths with Ito En’s consumer-facing expertise.”
Based in Japan, Ito En has been producing flavorful and highly nutritious tea for half a century. The company touts its tea and matcha powder as having “unmatched health properties.”
“This partnership provides North American formulators with additional options for color, flavor, umami and the nutritional profile of the matcha they are using,” adds Smith.
With this new partnership, Taiyo and Ito En will be adding new clinical research allowing for additional structure and function claims, Smith notes.
Matcha is a rich source of polyphenols, vitamins, minerals, fibers, chlorophyll and L-theanine.Expanding in tea categories
Ito En’s ceremonial matcha adds to Taiyo’s existing portfolio of culinary organic matcha powder and ceremonial organic matcha powder.
Taiyo’s portfolio also includes Suntheanine, a pure form of L-theanine, and Sunphenon and Teavigo standardized green tea extracts.
“The partnership will enable us to explore new product offerings to US consumers in addition to our product lineup of beverages, tea bags and tea powder,” says Naritoshi Tomisawa, head of international business of Ito En.
Matcha popularity continues to grow
Matcha powder is made of high-grade green tea leaves. The market for this distinctively rich-flavored ingredient has evolved quickly. Consumers have become more familiar with matcha, thanks in part to its use by high-end coffee retailers and specialty brands.
“Consumers are becoming much more sophisticated in their appreciation of the true taste, color and aroma of matcha,” confirms Smith. “The timing of this partnership between Taiyo and Ito En is ideal due to the growing demand for the flavor of authentic organic matcha as well as its health benefits.”
In addition to matcha’s strong antioxidant activity, it has been shown to improve focus, memory and energy. It delivers natural catechins, vitamins, caffeine, fiber and L-theanine, he adds.
“It is important that formulators have trusted suppliers who can deliver a premium ingredient and can provide valuable advice on how to position it,” explains Smith. “There is such a rich history associated with matcha, in addition to its tremendous health benefits. Understanding and educating people about this history is essential to bringing high-end products to store shelves.”
Matcha is a powerful antioxidant and must be treated with care to prevent oxidation and changes in color during manufacture.
Authentic, organic ceremonial Japanese matcha is also suitable for beverages, dairy products, protein powder, baked goods and supplements.
Emphasizing safety & authenticity 
According to the companies, the global demand for premium Japanese green tea and matcha is stronger than ever.
All Taiyo green tea and matcha powder ingredients, including those sourced from Ito En, are produced using water infusion and milling processes and comply with strict solvent and pesticide regulations.
Stringent quality control standards are in place from farm to market. Both grades of matcha ingredients are certified organic, kosher, NGPV, FSSC 22000 certified and Informed Ingredient certified.
“Our strict adherence to using only high-quality starting materials and safe processing standards is our guarantee that end-consumers will consistently have the benefit of nutritious, authentic products,” Smith concludes.
In May, Taiyo received Informed Ingredient certification for Sunfiber, Suntheanine, Matcha and Teavigo.
Meanwhile, mounting research is helping concrete green tea as a nutraceutical mainstay for a host of needs, including immunity and non-communicable diseases. In February, NutritionInsight took a look at green tea’s potential for the nutrition industry.
Last month, Kirin Beverage Company revealed it will launch two immunity beverages in Japan this October. The company asserts the new products are the nation’s first black tea and green tea to be sold as a food with functional claims for immune function.
By Elizabeth Green, with additional reporting from Missy Green
