Hojicha vs Matcha: Why Grounded Keeps Its Collection Minimal

I’ve noticed more matcha brands adding hojicha powder to their collections, and I understand the appeal. Its brown colour and toasted flavour fit naturally into autumn, alongside warming ingredients such as cinnamon and cacao.

Hojicha offers a different Japanese tea experience, with its own character and traditions.

At Grounded Matcha I’ve chosen to keep my attention on three core matchas, each selected for a different flavour and way of drinking.

Here’s what distinguishes these teas, why I keep my collection focused, and how to choose a matcha you’ll enjoy.

What is the difference between hojicha and matcha?

Although both are Japanese green teas, their production gives them very different colours, aromas and flavours.

Hojicha is roasted green tea, commonly made from bancha, sencha or tea stems. Roasting gives it its characteristic brown colour and toasted, nutty aromas. It can be enjoyed as loose-leaf tea or milled into hojicha powder for drinks such as hojicha lattes.

Some specialty hojicha powders are made from roasted tencha—the shade-grown leaves also used to produce matcha.

Matcha is finely milled, shade-grown tencha that has not undergone this hojicha roasting process. Its flavour can range from fresh and grassy to floral, creamy and rich in umami.

Does hojicha have less caffeine than matcha?

Hojicha is often presented as a lower-caffeine alternative to matcha. However, caffeine content depends on the starting material, the quantity used and the preparation.

A hojicha latte made with powder should therefore not automatically be assumed to contain very little caffeine.

Why Grounded Matcha focuses on 3 core matcha varieties

When I founded Grounded Matcha six years ago, I wanted to introduce people to matcha and help them discover how they most enjoy it: according to their taste, their preferences and the moments they make for themselves. That intention still guides my choices.

My core collection centres on Morning Ritual, Supreme Sen and Heritage Premium. Occasionally, I add a special edition when I discover a tea I fall in love with.

Keeping the collection focused allows me to give each selection the attention it deserves: understanding its character, working closely with producers and helping you find the preparation that brings out its flavour.

For me, choosing a tea for the collection means knowing why it belongs there and what it brings to your cup.

Morning Ritual: my preferred choice for a morning drink

Morning Ritual matcha powder is where I recommend starting if you are new to matcha or enjoy it with milk. It balances grassy and umami notes with a pleasant bitterness.

Personally, I love it as a hot matcha latte in the morning. Its character holds its own alongside plant milk, whose gentle sweetness balances the tea’s bitter notes and astringency.

My favourite combination is almond and soy milk, lightly sweetened with a date or a little maple syrup. If you usually use oat milk, this is a lovely combination to try.

It is also the matcha I supply to my café partners as Barista Grade: a selection suited to matcha lattes, where the flavour of the tea needs to come through clearly.

Supreme Sen: The "Allrounder" that's great for iced drinks

Supreme Sen matcha powder is my recommendation for those who already enjoy matcha and want to explore a different flavour profile.

Its grassy and floral notes come through beautifully, with a balanced sweetness and fewer bitter notes than Morning Ritual.

My clients particularly enjoy it as an iced matcha—either pure or with a small splash of milk—as their afternoon tea.

Supreme Sen is versatile: you can enjoy it hot, cold or as a matcha latte. I encourage you to try it pure at least once, prepared with water only, to get to know the tea before adding anything.

Heritage Premium: the "traditional" variety

Heritage Premium matcha powder is the tea I choose when I want to slow down and give the matcha my full attention. It is also the one I enjoy preparing for friends or guests who want to experience something a little out of the ordinary.

With rich umami, a creamy texture and very little astringency, it offers a smooth yet complex experience. I especially recommend preparing Heritage Premium pure—with hot water only—and enjoying it from a traditional ceramic tea bowl. This allows its flavour and texture to shine. A small sweet is a traditional accompaniment to matcha and offers a lovely contrast to the tea. My personal choice is a little high-quality white chocolate or a small, delicately flavoured dessert.

These three teas offer different ways to appreciate matcha—from a comforting morning latte to a bowl enjoyed slowly and simply.

That is what I want Grounded Matcha to offer: a carefully chosen collection, clear guidance and a closer connection to the tea you drink.

Explore the Grounded Matcha collection and find the matcha for your own daily ritual.