OMG Group has expanded into the matcha category after signing a multi-year supply deal with Sandai Group.
Sandai is a premium manufacturer of ceremonial-grade raw Japanese matcha, headquartered in Nagasaki, Japan. The exclusive five-year, 350,000kg supply agreement set the stage for the launch of a dual-brand platform targeting both premium and mass market segments.
The two brands include Ōmura Matcha and Matcha Mode.
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 specialty retail and hospitality channels.
Matcha Mode targets the entry-level and mass-market product segment, offering accessible everyday matcha products to drive broader consumer adoption and higher-volume retail distribution. Products will include blended formulations, incorporating natural flavours to appeal to mainstream consumers.
The company plans multiple pricing tiers, via its existing multi-channel customer base, to maximise revenue potential.
Target channels include food service operators such as cafes and restaurants, grocery and specialty retail distribution, DTC online sales, and the supply of matcha powder to food and beverage manufacturers.
“Matcha is experiencing strong global demand, while supply of premium Japanese products remains constrained – providing a compelling opportunity for OMG based on our long-term, stable supply contract,” said Alex Aleksic, OMG Group CEO.
“This marks the introduction of a third brand platform under the OMG umbrella and represents another scalable growth opportunity for the business,” he added.
OMG has commenced marketing for early expressions of interest from potential partners and is negotiating with distribution partners to scale both brands in the near term.
Matcha will also serve as an ingredient across the company’s existing portfolio. This includes potential integration into Blue Dinosaur protein bars and development of matcha-based beverages within the Oat Milk Goodness range.
