You’re drinking fake matcha! Expert reveals what high street coffee chains are REALLY serving you – and how to spot the difference

The explosion of matcha lattes on Britain’s high streets is undeniable, but experts have warned that customers may be paying premium prices for a low-grade product.

The bright green iced drinks took over social media this summer as high-street chains like Blank Street, Pret a Manger, Costa Coffee, Starbucks, and more jumped on the trend.

Sales of matcha powder have also skyrocketed globally, with the demand largely coming from outside Japan.

Between April 2024 and April 2025, sales of matcha products doubled in the UK alone, and global sales are expected to nearly double from £2.2bn in 2023 to £3.9bn by 2028.

However, Maria Dawson, managing director at Japanese fine food brand Clearspring, issued a warning to consumers that it is too easy to come across low-quality or even fake versions of matcha on the market because the regulation of the product is poor.

Speaking to the Daily Mail, she said: ‘We’ve noticed that as matcha becomes more popular, lots of different qualities are appearing on the market,’ she exclusively told The Daily Mail.

Maria said that if a customer’s first matcha experience is with a ‘bitter, poor-quality’ version of the popular Japanese drink, they might assume that they don’t like the beverage at all.

‘But when they try a smooth, silky, authentic Japanese matcha…They’re usually surprised at how different it tastes and how much they enjoy it,’ she added.

‘And it’s not just true for matcha – the same applies for other authentic Japanese products too. Quality and provenance really can transform the experience.’

Maria’s comments are backed up by Keiko Uchida, a tea master based in Notting Hill, London. 

In an interview with The Independent, Keiko said many customers who purchase matcha lattes from high street coffee chains are actually being served green tea powder, which is a much cheaper and lower-quality product.

Authentic and high quality matcha tea is made from the finely ground powder of green tea leaves specially grown in shade.

Matcha’s sharp rise in popularity has also put tremendous pressure on tea growers in Japan, who have also had to contend with heatwaves affecting their crops.

The soaring demand combined with smaller crops have resulted in global shortages, which in turn has pushed the price of matcha up for consumers, as well as encouraged the proliferation of fake versions.

There are several factors to look out for in order to ensure matcha fans are buying the real deal rather than a low-grade powder, Maria advised.

Firstly, she explained that the colour of the matcha is a great indicator of how good the product is.

‘Bright, vibrant green matcha signals that it’s made from young, shade-grown leaves rich in chlorophyll,’ she explained.

‘If the colour appears dull, greyish or olive, it’s likely oxidised, which compromises both flavour and freshness.’

The texture of high-quality matcha powder is also noticeably fine and silky smooth between the fingers. 

Maria elaborated: ‘A gritty texture suggests poor milling, lower-grade leaf material, or added fillers. Try the stroke test: place a little matcha on white paper and draw a line through it  with your thumb. 

‘Good matcha leaves a smooth, velvety trail. Low-quality matcha will be coarse and uneven.’

When buying a new matcha powder, give it a sniff. High-quality matcha has a clean, grassy aroma with a subtle sweetness, the expert said, whereas poor matcha smells ‘flat, dusty, or like hay’, which are signs of ‘degradation, oxidisation or low-grade leaves’.  

Preparing the drink with good quality matcha powder and in the correct way will result in a rich, creamy froth, a sign of finely ground leaves.

However, a thin or watery drink may indicate the matcha quality is lacking.

The flavour of the matcha will also give away whether it is the real deal or if it’s simply not worth your time.

When drinking authentic matcha, Maria advised: ‘Expect a naturally sweet, umami-rich flavour with little to no bitterness. 

‘Harsh or overly bitter matcha often comes from older leaves or poor processing.’

Customers who are keen to purchase matcha powder to make their own drinks at home should try to choose organic whenever possible, and to research sources before buying.

‘Matcha is made from finely milled whole tea leaves, meaning you consume the entire leaf, unlike tea bags,’ Maria said.

‘This makes it crucial to avoid harmful synthetic pesticides and fertilisers, which are commonly used by conventional matcha producers because matcha is usually made from young tea leaves. 

‘Choosing certified organic matcha ensures a cleaner, healthier option for both your body and the planet.’

It is also important to know where the matcha has come from to ensure it is genuine, she said.

‘Japan is the true home of matcha, with centuries of expertise and tradition. Regions like Uji in Kyoto are especially renowned for producing exceptional ceremonial-grade matcha,’ Maria added.

Matcha is a delicate product that is sensitive to light, heat, humidity and oxygen – exposure to any of these can cause it to oxidise and lose its freshness, therefore losing freshness and vibrancy. 

‘To keep it fresher for longer, store it in the fridge as soon as you open the pack,’ Maria advised.