South Korea’s leading premium tea brand, OSULLOC, has expanded its presence in the United States with the launch of Matcha Plus, a new functional matcha line designed for wellness-conscious consumers. First previewed at the Natural Products Expo West 2026, the collection represents a strategic move to capitalise on the high-growth functional beverage and wellness sectors.

The range features three distinct powdered formulations packaged in single-serve stick pouches, aiming to remove the traditional preparation barriers associated with ceremonial matcha. By blending premium green tea powder with popular functional ingredients, the brand is targeting the growing demographic of active consumers seeking clean-label, on-the-go health solutions.

Innovation in Convenient Formats

For category managers and beverage buyers, the launch of Matcha Plus highlights a wider structural transition in the tea industry, where traditional powders are being reformulated into lifestyle-oriented functional formats.

Historically, matcha required specific preparation tools such as bamboo whisks and warm water, limiting its consumption to the home or dedicated cafés. By engineering a highly soluble powder that dissolves quickly in 500ml of cold or sparkling water, OSULLOC is successfully positioning matcha as an alternative to functional energy drinks and hydration packets.

This shift towards convenience allows the product to fit seamlessly into diverse daily routines, including the workplace, gym, and travel occasions. It reflects a broader industry trend where premium heritage brands are adapting traditional rituals into high-utility CPG formats to secure valuable space in modern retail aisles.

Ingredient Formulations and Specifications

From an R&D and product development standpoint, the Matcha Plus collection utilises premium matcha as a base, enhanced with natural fruit flavours to soften the botanical earthiness of the tea. The range consists of three targeted SKUs:

• Matcha Plus Glow: Formulated to support skin health, this variety blends premium matcha with collagen. The formulation incorporates natural strawberry and peach flavours to deliver a smooth, fruit-forward sensory profile.

• Matcha Plus Gut Ease: Designed for digestive wellness, this SKU combines matcha with probiotics. The blend is infused with crisp apple and tart cranberry flavours to provide a balanced, refreshing finish.

• Matcha Plus Awareness: Engineered to support cognitive clarity and sustained mental energy, this variant combines matcha with L-theanine. The formulation features bright orange and lemon flavours to complement the underlying umami notes of the green tea.

Marketing and Distribution

To build brand authority and secure immediate market traction in the US, OSULLOC is employing a highly targeted, multi-channel marketing programme that integrates digital storytelling with physical sampling in premium wellness spaces.

In May and June 2026, the brand will execute a digital partnership with POOSH, the wellness and lifestyle platform founded by Kourtney Kardashian. This collaboration will focus on editorial content and social media integration, positioning Matcha Plus as a core component of modern morning rituals and daily wellness habits.

This digital campaign will be supported by offline activations. Throughout the summer, OSULLOC will partner with high-end wellness and recovery centres across both the East and West coasts, including modern bathhouse concept Othership and social wellness club Remedy Place.

The product line is currently available on Amazon at a retail price of $14.99 per box of 10 single-serve sticks, with plans to expand physical and digital footprint over the coming year.