History
Matcha LOVE was introduced in North America by Ito En in 2013 as part of the company's effort to bring authentic Japanese matcha to a wider audience. Ito En itself was founded in Japan in 1966 by two brothers and pioneered the world's first ready-to-drink (RTD) unsweetened green tea. In 1989, the company launched Oi Ocha, which remains the best-selling RTD green tea brand in Japan.
Today, Ito En is one of the world's largest tea companies, generating billions of dollars in revenue while continuing to produce traditionally stone-ground matcha. Matcha LOVE brought that same philosophy into an accessible bottled drink, making it one of the earliest widely available RTD matchas in North America.
Flavor
This matcha is strongly umami-forward with noticeable sweetness, balanced by a moderate amount of bitterness and astringency. The flavor is not especially complex, but it is well-rounded and enjoyable. Overall, I find it fairly middle-of-the-road, with a somewhat generic profile.
My Thoughts
This is my favorite ready-to-drink matcha. While it cannot replace freshly whisked usucha, it is an excellent option when you want quality matcha and caffeine on the go. I especially appreciate how umami-forward it is—a characteristic that is surprisingly uncommon among ready-to-drink matcha beverages.