AUSTRALIA | OMG Group has commenced its entry into the rapidly expanding global matcha category, following the launch of a dual-brand platform targeting both premium and mass-market segments.
The launch followed an exclusive five-year, 350,000kg supply agreement with SANDAI Group, a premium manufacturer of ceremonial-grade raw Japanese match headquartered in Nagasaki, Japan.
The supply agreement underpinned the introduction of a vertically integrated matcha platform, designed to cover consumer brands, ingredient supply, foodservice distribution, and cross-portfolio product innovation, allowing the Company to benefit from multiple revenue streams.
As part of the brand platform, OMG has launched two complementary brands, designed to target specific customer segments.
- Ōmura Matcha is positioned at the premium end of the category, offering exclusively ceremonial-grade matcha and targeting consumers seeking high-quality, authentic ingredients. The brand will focus on quality provenance, premium positioning and speciality retail and hospitality channels.
- Matcha Mode targets the entry-level and mass-market product segment, offering accessible everyday matcha products to support broader consumer adoption and higher-volume retail distribution. Products under the Matcha Mode brand will include blended formulations, incorporating natural flavours to appeal to mainstream consumers.
The introduction of dual brands enables the Company to deliver products across multiple pricing tiers via its existing multi-channel customer base, thereby maximising revenue potential.
Target channels include food service operators such as cafes and restaurants, grocery and speciality retail distribution, direct-to-consumer online sales and the supply of matcha powder as a raw ingredient to food and beverage manufacturers.
Food & Dairy Co (“FDC”) has been appointed as the first official non-exclusive distributor of these matcha brands across food service channels. FDC services over 2,000 cafes and restaurants across New South Wales and Queensland, providing OMG with immediate access to a large and established hospitality distribution network at the outset of its matcha-focused commercial rollout.
In addition to external sales opportunities, matcha will also serve as a strategic functional ingredient across the Company’s existing brand portfolio. This includes potential integration into Blue Dinosaur protein bars and functional snack products, as well as development of matcha-based beverage offerings within the Company’s Oat Milk Goodness range.
Conceptual packaging of initial Ōmura Matcha and Matcha Mode products
