Overview
Miaroo Matcha & Co. was a wellness beverage startup I co-founded and took from concept to market. At the time (March 2020, right before the COVID-19 pandemic), matcha was still a niche product in the Western market. Most consumers associated it with bitterness and the “ultra-health” segment rather than as a mainstream coffee alternative. The challenge was not only introducing a novel product but also shifting consumer behavior away from their deeply ingrained coffee routines.
The strategy: position matcha as a trendy, approachable lifestyle choice — not just for health enthusiasts — and build a brand identity that matched the moment when consumers were suddenly hyper-aware of their health and wellness.
