Joe & the Juice has partnered with television presenter Maya Jama to launch a limited-edition collagen-infused matcha drink in the UK, as the brand looks to tap into growing demand for functional beverages and flavour innovation.

Maya Jama’s Matcha is available from 15 April across all 91 Joe & the Juice stores nationwide for a limited time. The drink combines matcha with a blend of black sesame, sea salt and agave and is served with Sproud Zero M*lk, a plant-based, high-protein, low-sugar barista product.

According to the company, matcha has seen rapid growth in UK foodservice, with the category generating revenue of $37.2 million in 2024 and forecast to more than double to $77.5 million by 2033. Matcha drinks have also moved further into the mainstream, accounting for around 4% of all café drink sales, with volumes more than doubling year-on-year during peak summer periods.

The wider functional drinks segment is also expanding, driven largely by younger consumers. The UK market has grown by 54% year-on-year, with health-focused beverages such as matcha, adaptogenic drinks and collagen-infused products increasingly replacing traditional coffee and alcohol consumption among Gen Z. The broader UK functional beverage market is now valued at approximately £2.4 billion.

Joe & the Juice said the new product has been developed to offer a differentiated, UK-exclusive option within the high street, aligning with the rise of ‘swavoury’ flavour profiles that blend sweet and savoury tastes. The combination of black sesame, sea salt and agave delivers a balanced, subtly nutty flavour, while the addition of collagen adds a functional element and supports premiumisation in the coffee-to-go category.

The collaboration with Jama is intended to strengthen the brand’s cultural positioning, using talent-led partnerships to drive relevance and footfall among younger consumers. The drink’s dark, monochrome aesthetic also reflects Jama’s personal brand and her co-ownership of Sproud.

Maya Jama said: “I wanted to create something with Joe & the Juice that felt a bit different but still really on trend. The black sesame gives it that slightly nutty, savoury flavour and the collagen adds a little extra. I hope fellow matcha lovers fall for it just as much as I have!”

Jon James, UK managing director at Joe & the Juice, added: “At Joe, our mission has always been to make high quality, freshly prepared food and drinks part of people’s everyday routines. Maya Jama is the perfect partner to bring this to life – her influence, cultural relevance and connection with our audience make this collaboration a natural fit."

"We’re really excited to be working with Maya on this launch, and Maya Jama’s Matcha is a great example of how we’re evolving the category. The flavour combination brings something different to the market, while the addition of collagen taps into growing demand for more functional options.”

The launch will also be supported in-store with a limited-edition Matcha Bar, featuring flavour pairings such as sesame and dark chocolate, designed to drive trial and engagement with the wider matcha category.

Maya Jama’s Matcha is currently available at Joe & the Juice stores nationwide for a limited time.