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Joe & the Juice has announced a strategic partnership with television presenter and entrepreneur Maya Jama to launch a limited-edition, collagen-infused matcha drink. The rollout, which spans all 91 of the brand's UK locations, marks a significant move into the high-growth functional beverage sector as the chain looks to combine celebrity-led cultural influence with technical ingredient innovation.
The launch comes as the brand targets a "beauty-from-within" positioning, integrating specialised supplements into its core menu to meet rising consumer demand for beverages that offer secondary health benefits.
Technical Formulation and Ingredients
The "Maya Jama’s Matcha" SKU is designed to move beyond traditional green tea profiles by incorporating a complex blend of functional and artisanal ingredients. The formulation is engineered for a premium sensory experience while maintaining a "better-for-you" nutritional profile.
Key components of the drink include:
Functional Supplementation: Infused with collagen peptides to target the skin health and wellness segment.
Flavour Profile: A combination of black sesame, sea salt, and agave, designed to offer a savoury-sweet contrast that differentiates the product from standard retail matcha.
Plant-Based Base: Served with Sproud Zero M*lk, a pea-protein-based barista product that is high in protein and low in sugar, ensuring the drink remains accessible to vegan and health-conscious demographics.
Market Context and Category Growth Projections
The partnership is timed to capitalise on the rapid acceleration of the matcha category within the UK foodservice industry. According to industry data, the matcha segment has moved from a niche offering to a mainstream revenue driver.
Market metrics for the UK matcha sector include:
2024 Revenue: Generated 37.2 million dollars.
2033 Forecast: Projected to reach 77.5 million dollars, effectively more than doubling in size over the next nine years.
Segment Driver: Innovation in flavour and functional additives is cited as a primary factor in this sustained growth.
Partnership and Brand Alignment
By collaborating with Maya Jama, Joe & the Juice is leveraging a high-impact cultural figure to drive trial among younger demographics who prioritise "on-the-go" functional wellness. The partnership reflects a broader industry trend where foodservice leaders utilise high-profile ambassadors to validate new product categories and bridge the gap between wellness trends and mass-market retail.
Thomas Nørøxe, CEO of Joe & the Juice, has previously emphasised the brand's focus on becoming a global lifestyle destination. The addition of Maya Jama’s Matcha serves as proof of concept for how the brand can iterate its menu to include trending ingredients like collagen while maintaining the operational speed required for a high-volume juice bar environment.
Distribution and Operational Reach
The limited-time offering (LTO) is being supported by a coordinated rollout across the brand's entire 91-store UK estate. This national reach provides Joe & the Juice with a significant platform to test the commercial viability of collagen-infused products before potentially moving toward more permanent menu integrations.
As the functional beverage landscape continues to evolve toward "hybrid" drinks that mix caffeine with supplements, industry analysts view this launch as a critical step for Joe & the Juice in maintaining its competitive edge in the premium healthy-fast-food sector.
