Matcha is now everywhere, a kind of new obsession: from cappuccinos to ice creams, through desserts and drinks of all kinds. And now Japanese green tea also arrives on the shelves in a new vegetable version. Bjorg launched Avena Matcha, an organic drink that combines oats and matcha powder, but also contains a natural flavor of the same ingredient.
It’s not just a sensation, matcha is also gaining ground in large-scale Italian retail. According to Circana data, in the year ending September 2026, sales of matcha-based products increased by 99.8% compared to the previous twelve months, almost doubling.
It is into this scenario that the new Bjorg drink fits in, offered in a one-litre format and designed for those who want to try the taste of matcha without having to prepare tea. The recipe is organic, 100% vegetable and without added sugars.
But beyond the labels and the success of this ingredient, what does it really contain and how much matcha is in the package?
The ingredients of Bjorg Avena Matcha
On the label the product is defined as “Organic drink made from oats and matcha, flavoured, UHT sterilisedThis is the complete list of ingredients:
Water, oats* 10%, sunflower oil*, natural matcha flavour*, matcha* powder 0.3%, sea salt, stabilizers: gellan gum, sodium carbonates. * Organic ingredients
The most striking data is above all the quantity of matcha powder, just 0.3%. In one liter of drink this means around 3 grams of green tea, a rather small presence. A natural matcha aroma also appears in the recipe, which helps to characterize the taste of the product.
The ingredient present in the greatest quantity after water is oats, which represents 10% of the product. Sunflower oil is part of the formulation, while gellan gum and sodium carbonates are indicated as stabilizers: they serve to contribute to the stability of the drink and its characteristics during storage.
The presence of the natural aroma does not mean that the product does not contain matcha: the powder is actually present, even if in a low percentage. However, it is a useful detail for those who want to know what they are buying, especially if they are looking for a drink with a higher quantity of green tea powder.
Bjorg presents Avena Matcha as an organic drink with no added sugar and suitable for those who follow a plant-based diet. The recipe is made exclusively from ingredients of plant origin and the product is indicated as suitable for vegans and vegetarians.
Be careful, however: the absence of added sugars does not automatically equate to the total absence of sugars. To find out the actual quantity of sugars present in the drink, you must consult the complete nutritional declaration on the package.
Indeed, in this case the quantity of sugars per 100 grams is low, as you can see from the following table:
@Esselunga
How to consume it
It can be consumed cold or hot, for breakfast or as a snack, without the need to prepare the matcha separately. For those intrigued by this ingredient, it can be an easy way to try it in a plant-based drink. Those looking for a product in which powdered green tea plays a more prominent role, considering that it is present here at only 0.3%, can opt for a pure matcha-based drink, always checking the composition on the label.
