If you've never tried matcha before, you might be wondering what all the fuss is about. Is it bitter? Is it grassy? Does it taste like green tea?
The short answer: good matcha tastes like nothing else. Here's what to expect.
What Is Matcha?
Matcha is a Japanese green tea powder made from the leaves of the Camellia sinensis plant — the same plant as regular green tea, but grown and processed very differently.
To make matcha, farmers shade the plants for three to four weeks before harvest. This slows growth, increases chlorophyll, and causes the leaves to produce more L-theanine — an amino acid responsible for matcha's signature umami depth and natural sweetness. The leaves are then steamed, dried, and stone-ground into a fine powder.
Because you're whisking the whole leaf into water rather than steeping and discarding it, the flavour is far more concentrated than green tea.
What Does Matcha Taste Like?
Good ceremonial grade matcha has four distinct flavour notes:
Umami — the most prominent note in quality matcha. Deep, savoury, and mouth-coating, umami is the same quality you find in miso, parmesan, or dashi. In matcha, it comes from L-theanine, and the more shade time the plant gets, the more L-theanine it produces.
Grassy and vegetal — a fresh, bright green quality, like young spinach or spring herbs. Most pronounced when you drink matcha straight as a whisked tea.
Naturally sweet — high-quality matcha has a clean sweetness that follows the umami hit, with no added sugar.
Gently bitter — present, but balanced. In a well-made ceremonial grade matcha, the bitterness is mild and pleasant rather than sharp or harsh.
Why Does Some Matcha Taste Fishy or Bitter?
This is the most common complaint about matcha — and it's almost always a quality issue.
Lower-grade matcha is made from older, tougher leaves that are higher in tannins. These tannins are what create the sharp, sometimes briny taste that puts people off. Matcha that's been improperly stored or has oxidised will also develop an unpleasant stale note.
Ceremonial grade matcha particularly from Uji in Kyoto, where the youngest shade-grown leaves are carefully selected — tastes almost nothing like this. The young leaves are naturally higher in L-theanine and lower in tannins, which is why premium matcha tends to be smoother and more complex.
Our Premium Ceremonial Matcha is sourced directly from Uji, Kyoto, holds JAS organic certification, and won a Great Taste Award — if you've only ever tried supermarket matcha, it's a very different drink.
What Does a Matcha Latte Taste Like?
Adding steamed milk softens the vegetal and bitter notes considerably and brings out the natural sweetness. The result is creamy, gently earthy, and mildly sweet — most people who find straight matcha too intense take to a latte immediately.
The milk you choose makes a difference. Oat milk amplifies the sweetness and creates a thicker texture. Whole milk is more neutral and lets more of the matcha come through. Avoid skimmed milk — it thins the drink and flattens the flavour.
Does Grade Affect the Taste?
Significantly. There are two main grades used for drinking:
Ceremonial grade is made from the youngest, most shade-grown leaves and stone-ground slowly to preserve flavour. It's smooth, sweet, and umami-forward — best drunk straight or in a simple latte. Our Premium Ceremonial Matcha is sourced from Uji, Kyoto.
Latte grade uses slightly older, more robust leaves with a stronger, more assertive flavour — it holds its own against milk without being overwhelmed, making it better value for lattes, smoothies, and cooking. Our Latte Grade is sourced from Shizuoka and is pesticide-free.
Rule of thumb: drink ceremonial grade straight. Use latte grade in milk-based drinks and recipes.
How to Store Matcha
Matcha is sensitive to light, heat, and air — all of which degrade its flavour and bright green colour. Keep it in an airtight container in a cool, dark place, and once opened, store it in the fridge. Properly stored, ceremonial grade matcha stays fresh for around two to three months after opening.
Ready to taste the difference? Our Moicha Ceremonial Matcha is a smooth, umami-rich powder from Uji, Kyoto — JAS organic certified and Great Taste Award-winning.
Shop Ceremonial Matcha →
New to matcha?
Our Matcha Whisk Set → has everything you need to make your first bowl properly at home.