Byoh Matcha Collection
The Byoh Matcha Brand
Byoh Matcha is all about making the health benefits of top quality Matcha known and available to all of Scandinavia, says founder and CEO, Michael Kristensen. A former elite tennis player he discovered the health benefits of Matcha on a trip to California, in 2013. “When I quit my regular coffee and energy drinks and started replacing them with Matcha, a lot of things started changing. I had less joint pain, more consistent energy, and I didn’t get the high and crash experience that you get with coffee and sugar products,” he says.
Byoh Matcha is sold in more than 100 outlets in Denmark, including the organic Emmerys bakeries. What distinguishes the brand from the few other Matcha products on the Danish market, is its exclusive use of top quality tea. This tea, also known, as ceremonial grade Matcha, is grown in the mountains around Kagoshima. What defines the top quality Matcha is first and foremost that only the top THREE leaves of the tea bush are used. The leaves are handpicked, steamed and toasted, then the tea is hand-sorted to remove stalks (which cause bitterness), stored at cold temperatures for two years, and finally stone-grinded to a fine powder.
To enjoy the tea users must usually invest in a Matcha whisk and bowl or a steamer, but that is one thing, which is about to change, when Byoh launches its Instant Matcha, in February. “It’s a new product with we have developed and with which you just have to add water and stir; there’s no need for the whisking, foaming or shaking. But we’ve not compromised the original quality; it’s the same product just combined with some soluble fibres which unlike the tea naturally absorbs water,” explains Kristensen.
The product will be available in all Danish 7-Eleven.