OMGTea Organic Matcha Green Tea

What OMGTea Organic Matcha Green Tea does

OMGTea Organic Matcha Green Tea is a UK-based, founder-owned specialty tea company founded in 2014 by Katherine Swift and headquartered in Brighton. The company sources shade-grown organic tea from Kagoshima prefecture, Japan, and processes it using traditional methods including tencha processing and granite stone mill grinding to produce ultra-fine matcha powder (5–10 microns). Its product portfolio is organized as a tiered grade system—AA, AAA, AAA+, and a limited-edition Green Gold—supplemented by Hojicha roasted matcha, ready-to-mix latte sachets, an organic matcha coconut cookie (co-developed with Nourish), gift sets, and a full accessories line including bamboo whisks, pottery bowls, tumblers, and measuring spoons. Pricing ranges from approximately $14 for latte sachets to $72 for the Green Gold limited edition and $184 for The Luxury Set.

The company operates a multi-channel go-to-market: direct-to-consumer e-commerce via its own Shopify website, a subscription program (10% discount, 14/30/60-day frequencies), wholesale distribution to premium UK retailers including Selfridges, Ocado, Holland & Barrett, Wholefoods Market, Planet Organic, Healf, Victoria Health, and Daylesford Organic, B2B/wholesale supply to hospitality customers, and an Amazon marketplace presence. EU direct shipping is currently suspended due to post-Brexit customs complications, with international reach limited to Selfridges' international shipping. Revenue is generated through one-time product sales, recurring subscriptions, and wholesale/marketplace transactions; specific revenue is not publicly disclosed.

OMGTea holds Soil Association organic certification across all products, B Corp certification (achieved 2024), and multiple Great Taste Awards including a 3-Star award for the AAA+ grade. The company invests in sustainability partnerships with GreenTheUK (Sussex kelp restoration) and Blue Marine Foundation (Solent oyster restoration), and the founder runs The Healthy Life Foundation, a cancer-research charity. The annual "Matcha Challenge" community program, now in its seventh year, has engaged 10,000+ participants. The company is privately held, has no external institutional investors, and operates with a lean team of six employees.

Name

OMGTea Organic Matcha Green Tea

Legal name

OMGTea Ltd

Website

https://omgteas.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

OMGTea is a UK-based, founder-owned specialty tea company founded in 2014 that sources organic matcha from Kagoshima, Japan, and sells it direct-to-consumer, through UK retail partners, and via subscription. It serves health-conscious consumers with tiered ceremonial-grade matcha, latte sachets, accessories, and gift sets.

Ownership category

akta.pro rank

Product category

Premium Organic Matcha Tea

NAICS

Other Specialty Food Retailers (44529)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Ethnic Spices, Herbs & Seasonings Wholesale (AFAIAIAF)

Keywords

• Organic matcha tea
• Ceremonial grade matcha
• Matcha accessories
• Matcha subscription service
• Specialty tea retail

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct Product Sales: One-time purchase of matcha tea products and accessories through e-commerce website. Products include various grades of matcha (AA, AAA, AAA+, Green Gold), gift sets, and accessories.
2. Subscription Service: Recurring subscription model offering 10% discount plus free shipping. Flexible delivery frequencies of 14, 30, or 60 days. No minimum commitment required.
3. Wholesale Distribution: B2B wholesale sales to retail partners including Selfridges, Ocado, Holland & Barrett, Wholefoods Market, and others.
4. Amazon Marketplace: Sales through Amazon marketplace platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

OMGTea is a specialist UK retailer that curates and sells organic ceremonial-grade matcha green tea sourced from Kagoshima, Japan, across four quality tiers (AA, AAA, AAA+, and limited-edition Green Gold), plus Hojicha roasted matcha. Its offering is supplemented by matcha latte sachets, an organic matcha coconut cookie, gift sets, a recurring subscription service, and a line of traditional matcha preparation accessories including bamboo whisks, electric frothers, pottery bowls, strainers, measuring spoons, tumblers, and tote bags. All products are Soil Association certified organic and the company is B Corp certified.

Product overview

OMGTea is a specialist organic matcha green tea company offering a portfolio of four grades of ceremonial-grade matcha teas (AA, AAA, AAA+, and limited-edition Green Gold), plus Hojicha roasted matcha. The product range is organized as a tiered quality system where higher grades are made exclusively from first-harvest leaves and command premium pricing. The core matcha products are supplemented by ready-to-use Matcha Latte Sachets (Original and Vanilla), an Organic Matcha Coconut Cookie food product, and a comprehensive accessories line including bamboo whisks, electric frothers, tea strainers, measuring spoons, pottery bowls, tumblers, and tote bags. Gift sets bundling matcha with accessories are offered at each grade level, plus The Luxury Set as the premium bundle. Subscription services provide recurring deliveries with a 10% discount and free shipping, with both regular and 3/6/12-month gift subscription options. All products are certified organic by the Soil Association and sourced from Kagoshima prefecture, Japan.

Differentiator

Problem solved

Functional benefit

Products and services

• OMGTea Organic Matcha AA Grade 30g High grade organic ceremonial matcha made with first and second harvest leaves from Kagoshima, Japan, ground using a traditional granite stone mill. Suited for lattes and smoothies with a smooth, delicate aftertaste. Awarded 1-Star Great Taste Award. 30g tin.
• OMGTea Organic Matcha AA Grade 50g High grade organic matcha in a 50g pouch providing 50 servings. Made with first and second harvest leaves, ideal for lattes and smoothies. Awarded 1-Star Great Taste Award.
• OMGTea Organic Matcha AAA Grade 30g Very high grade organic ceremonial matcha made with first harvest leaves from the top of the plant, ground using a traditional granite stone mill. Versatile all-rounder suited for tea or latte. Awarded 1-Star Great Taste Award. 30g tin.
• OMGTea Organic Matcha AAA+ Grade 30g Super high grade organic ceremonial matcha made exclusively with premium first harvest leaves, blended from different tea plants and fields. Awarded the highly coveted 3-Star Great Taste Award. Ideal for koicha (thick tea) and best consumed straight to appreciate its flavour. 30g tin.
• OMGTea Green Gold Organic Matcha 30g (Limited Edition) Super-premium limited edition organic matcha, the highest grade offered by OMGTea. Made with premium first harvest hand-picked leaves from Kagoshima, Japan. Available exclusively from omgteas.co.uk in limited quantities.
• OMGTea Organic Hojicha Roasted Matcha 30g Organic roasted matcha made from high quality tencha leaves, roasted and ground into a fine powder. Features nutty, fresh roasted notes with a soft, creamy tiramisu-like taste. Low caffeine. Versatile ingredient for lattes and desserts. 30g tin.
• OMGTea Matcha Latte Sachets Ready-to-mix matcha latte sachets (Original and Vanilla flavours) with pre-measured matcha for convenient preparation without compromising quality.
• OMGTea Gift Set with AA Grade Organic Matcha Premium gift set including AA grade organic matcha, Chasen bamboo whisk, and OMGTea measuring spoon, presented in a premium gift box.
• OMGTea Gift Set with AAA Grade Organic Matcha Premium gift set including AAA grade organic matcha, Chasen bamboo whisk, and OMGTea measuring spoon, presented in a premium gift box.
• OMGTea Gift Set with AAA+ Organic Matcha Premium gift set including AAA+ grade organic matcha with accessories, presented in a premium gift box.
• The Luxury Set (AAA+ Grade Organic Matcha) OMGTea's most premium gift set featuring AAA+ grade organic matcha bundled with accessories, priced at $184.
• OMGTea Organic Matcha Coconut Cookie Organic matcha coconut cookie crafted in collaboration with Nourish. Features AA Grade organic matcha, Sri Lankan coconut, and Madagascan vanilla. Plant-based, gluten-free, and refined sugar free.
• OMGTea Matcha Subscription Packages Subscription service offering 10% discount and free shipping on regular matcha deliveries. Flexible delivery frequencies of 14, 30, or 60 days. Cancel anytime with no minimum commitment.
• OMGTea Matcha Gift Subscriptions (3/6/12 Month) Gift subscription for OMGTea matcha (Green Gold, AA, AAA, and AAA+ grades) available in 3, 6, or 12 month durations for premium gifting occasions.
• OMGTea Chasen Bamboo Whisk Hand-crafted 100% bamboo whisk (chasen) for traditional matcha preparation, creates a smooth frothy texture.
• OMGTea Matcha Tea Frother Battery-operated hand-held matcha and milk frother developed specifically for matcha, sold as an alternative to the bamboo whisk.
• OMGTea Tea Strainer Fine mesh tea strainer for sifting matcha powder before preparation to ensure smooth, clump-free results.
• OMGTea Measuring Spoon Matcha measuring spoon that measures exactly one gram to ensure correct matcha dosage.
• OMGTea Pottery Matcha Bowls Handcrafted pottery matcha tea bowls available in two designs (Granite Stone Mill and Volcano), designed in collaboration with Claire and Hugh.
• OMGTea Pottery Whisk Stand Pottery stand designed for storing and displaying the OMGTea bamboo matcha whisk.
• OMGTea Matcha Lover Iced Matcha Tumbler Iced matcha tumbler with lid designed for enjoying matcha on the go.
• OMGTea Matcha Lover Canvas Tote Bag Canvas tote bag featuring the Matcha Lover design, available in Black and Cream colourways.

Quantifiable outcome

• 90% felt improvement in mood and general well-being after 21-day daily matcha consumption
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• GreenTheUKcoreStrategic or Co-development PartnerPartnership with GreenTheUK to protect and restore under-water kelp forests on the Sussex coastline near Brighton. OMGTea is protecting 4 kelp survey sites in 2024, sponsoring research into kelp recovery and marine biodiversity. Kelp forests can sequester twice as much carbon as rainforests.
• Blue Marine FoundationcoreStrategic or Co-development PartnerPartnership with Blue Marine Foundation for Solent Oyster Restoration Project. OMGTea's support contributes to restoring native oyster reefs in the Solent area, with approximately 5,000 square metres of oyster reef restored and over 45,000 native oysters deployed since 2023.
• Daylesford OrganicminorChannel Partner/ Reseller/ DistributorWorking in partnership with Daylesford Organic, a premium organic farm and retailer, to distribute OMGTea products.
• The Healthy Life FoundationcoreStrategic or Co-development PartnerOMGTea founder Katherine Swift founded The Healthy Life Foundation, a charity that funds research into age-related diseases including cancer. The charity has raised over £500k and supported key research. OMGTea supports this charity as part of its sustainability mission.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Bird & Blend Tea Co. UK-based specialty tea brand with a strong DTC and retail-store presence, offering flavoured and functional teas including matcha. Comparable as a UK premium tea peer targeting similar health-conscious consumers, but with a much broader flavoured-tea portfolio and physical retail footprint.
• Teapigs: UK-based premium tea brand selling loose-leaf teas, matcha, and wellness blends through grocery and DTC channels. Comparable as a UK premium tea peer with overlapping retail distribution (e.g., Ocado, Holland & Barrett), though matcha is only one of many SKUs in their portfolio.

Broad incumbents

• Aiya: One of Japan's largest matcha producers with both B2B ingredient supply and a consumer retail line. A scaled incumbent that competes in the same premium matcha tier as OMGTea while also supplying foodservice and ingredient customers, making it both a competitor and a potential upstream partner.
• T2 Tea: Global premium tea retailer (owned by Unilever) with a broad flavoured and specialty tea range including matcha. Comparable on premium tea retail experience and gift-set merchandising, but operates as a large multinational incumbent rather than a specialist matcha brand.
• Mariage Frères: French heritage tea house with a global premium retail and wholesale presence across hundreds of teas including matcha. Comparable as an established premium tea peer in the high-end gifting and specialty retail category, though matcha is a small part of a vast portfolio.
• Ippodo Tea: Heritage Japanese tea house (since 1717) offering ceremonial-grade matcha and broader green teas. Comparable on premium ceremonial matcha offering but operates with a much larger portfolio (sencha, gyokuro, hojicha) and a 300-year brand heritage that anchors the high end of the category.

Direct peers

• Jade Leaf Matcha: US DTC matcha brand with multiple grades (ceremonial, culinary, latte) sourced from Japan. Closely comparable on product range, online subscription model, and price tiering — a near-mirror business to OMGTea in a different geography.
• Encha: US-based DTC organic matcha brand offering ceremonial-grade matcha and latte mixes. Directly comparable to OMGTea on product category, target consumer (health-conscious wellness buyers), and direct-to-consumer e-commerce motion, though operating primarily in the US rather than the UK.
• Mizuba Tea Co. Premium single-origin matcha brand sourced from Uji, Japan, with a strong focus on craft, traditional cultivation, and education-led content marketing. Highly comparable on premium positioning, storytelling, and direct-to-consumer subscription model.
• DoMatcha: UK-based matcha brand selling organic ceremonial and culinary matcha, including foodservice SKUs. Direct competitor in the UK market with overlapping retail and wholesale channels, providing the closest head-to-head comparison point for OMGTea.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/omgtealtd
• YouTubeyoutube.com/channel/UC02wOdpSkadIHMPnUxbQ4pg/videos
• Facebookfacebook.com/OmgTeaLtd
• LinkedInlinkedin.com/company/omg-matcha-tea
• Instagraminstagram.com/omgmatchatea

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OMGTea Organic Matcha Green Tea