Let's spill the tea on the Blue Matcha Trend

In May 2025, the U.S. FDA formally listed butterfly pea flower extract as a color additive. This ruling gives beverage and food brands regulatory clarity to use it in RTD teas, dairy alternatives, and packaged snacks without fear of compliance issues. This legal green light is expected to accelerate innovation in mass-market CPG.

Blue tea, also known as blue matcha or butterfly pea tea, is derived from the flowers of the Clitoria ternatea plant. The vivid sapphire comes from the flower, a natural colorant that turns purple with a squeeze of lemon. It is eye-catching and incredibly social-media-friendly, showing up on menus, in grocery aisles, and inside product labs today.

Butterfly pea is rich in anthocyanins and has demonstrated antioxidant activity. Due to the rising awareness of its health benefits, the global blue tea market was pegged at $120.4 million in 2023 and is expected to grow at a CAGR of 5.9% from 2024 to 2030. Because of its antioxidant profile and caffeine-free appeal, blue matcha is often marketed alongside herbal blends and functional beverages positioned as an option in the broader slimming tea market.

Emerging Trends Shaping the Blue Matcha Market

• From novelty to mainstream distribution: Blue matcha is moving from specialty cafés and Instagram feeds into mainstream grocery retail. A clear example is Bigelow Tea’s August 2025  decision to expand its Butterfly Pea Flower line nationwide (U.S.) after a successful regional rollout. This shift proves that “blue” is not just a visual gimmick; it has repeat purchase potential. For brands, the implication is clear: large-scale distribution is now viable, opening doors for co-branding, retail partnerships, and shelf competition with matcha products.

• Café theater and color-play: Butterfly pea’s natural pH-sensitive anthocyanins create a color-changing effect when citrus is added, turning blue to purple. Cafés and beverage chains use this as a “theatrical moment” to drive foot traffic and social shares. Unlike plain green matcha, blue matcha practically markets itself on TikTok and Instagram. For businesses, this trend highlights the value of in-store experiences that translate into digital virality, which can increase order intent and brand stickiness.

• Botanical menus and limited drops: Global chains position butterfly pea alongside other botanicals like lavender, sakura, and ube. Starbucks Reserve’s Spring 2025 menu is a key example, where butterfly pea flower was spotlighted as part of a limited-time seasonal lineup. This shows that blue matcha is joining the broader “botanical rotation” that big cafés use to keep menus fresh. The opportunity lies in rotational novelty for operators, bringing blue matcha back in seasonal waves to sustain consumer excitement.

• Blue, but blended: Instead of relying solely on its visual appeal, brands add flavor complexity. Pairings with lychee, coconut, and vanilla are gaining traction, while some blends combine butterfly pea with green matcha for a balance of caffeine and color appeal. Japan’s WACHA launched a “Blue Butterfly Matcha – Salty Lychee” edition in August 2025, signaling how limited-edition blends can drive buzz. This shows the strategic move from “color novelty” to “flavor innovation, " keeping consumers engaged beyond the first trial purchase.

Moreover, blue matcha is breaking into adjacent categories. From craft beer kits to dessert applications, brands use the natural color + wellness narrative to branch out. In July 2025, WACHA introduced a Blue Matcha Beer Experience Kit, combining the drink’s theatrical appeal with at-home craft culture. This trend suggests that blue matcha is evolving into a platform ingredient, similar to how matcha expanded from tea into lattes, smoothies, and snacks.

The Bottom Line

The matcha market is evolving into a cross-category platform powered by wellness positioning and consumer appetite. With household names such as Starbucks and Bigelow validating its mainstream potential, the “blue wave” has gained momentum. Innovators (like WACHA) are proving their versatility across formats. For cafés, it is a high-margin traffic driver, while for CPG brands, it is a clean-label differentiator transforming RTD and snacking aisles.