Morning shots, pancakes, gnocchi, coffee, waffles, chia pudding. You name it and you'll find that matcha powder has somehow stealthily infiltrated it.
And it appears the latest thing the finely ground green tea leaf powder has kidnapped, is 30-year-old 'Passionfruit' singer Drake.
Look, matcha, you can take our lattes, you can take our ice creams, but you will never take our favourite Canadian crooner (sorry, The Weeknd), you hear?
Braveheart-inspired moments aside, it's time we face facts and accept that New York-based green tea shop Matcha has reportedly acquired Drake as a primary investor, months after expanding the brand to Los Angeles and making a major partnership deal with Whole Foods.
According to Food & Wine, MatchaBar co-founder Graham Fortgang said of the investor in a statement on Wednesday: 'We feel Drake not only embodies the entrepreneurial spirit of our brand, but also our company's ethos 'good things come to those who hustle'.
After all, for a man who sings 'started from the bottom now we're here', who best to front a brand that's on the rise to mass popularity?
Matchabar's popular Better Energy drink sources their matcha from a family farm in Nishio, Japan, with properties that claim to give the same boosts of energy as caffeine but with the added benefit of an amino acid called l-theanine, which is thought to give off calming effects.
And with the antioxidant-full powder becoming increasingly popular among the A-list elite – and even getting a mention in Brad Pitt's first post-divorce interview in GQ – we're already waiting for the day Drake starts promoting the Japanese tea at his concerts and raving about its amino acids on Instagram.
And there's thinking the singer was sipping on Champagne most nights.
Who knew it was green goo?
Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
