NATURAL INGREDIENTS


to our online customers,” said founder Sally Newall. “They’re ideal for those wanting to try more flavours without committing to a sharing tub – the perfect size for just the right amount of indulgence.”


Sustainable alternatives The shift toward natural, sustainable ingredients is accelerating across food and drink, and nowhere is this more evident than in the growing appetite for alternatives to global staples. Matcha, the finely ground green tea that has become a worldwide wellness icon, is one such example. Its vibrant colour and antioxidant reputation have helped fuel booming demand, but extreme weather events have exposed the fragility of its supply chain. In July, Reuters reported that record-


breaking heatwaves in Japan severely damaged harvests in the Kyoto region, which produces around a quarter of tencha, the leaf used to make matcha. The disruption led to price hikes of 20–30% and overdue deliveries, creating headaches for cafés across Europe, where matcha drinks can account for up to 40% of revenues. Latvia-based tea brand PLUKT has


responded with a local innovation: Fireweed Matcha. Hand-picked in northern European meadows and dried using wind and solar energy, the bright green powder mimics the versatility of Japanese matcha while offering its own qualities. Preparation is nearly identical — whisk 1.5 teaspoons into hot water and add milk — but nutritionally it brings a different profile: vitamins C, A, and E, without the caffeine. “Fireweed has been used for over 300


years for a reason,” says PLUKT CEO Māra Lieplapa, speaking with Fi Global Insights. “The name Fireweed Matcha reflects its bright green colour, powdered form, and versatility in lattes, smoothies, and baked goods.”


Texturally, fireweed is slightly different.


It leaves more sediment than traditional matcha and can carry a sour, dry aftertaste. But


for many cafés, the key draw is


reliability. As Lieplapa explains: “We receive requests from cafés across the Baltics and Scandinavia looking for a matcha substitute that are facing matcha price increases of 20 to 30%, as well as overdue delivery times.” Beyond supply resilience, PLUKT frames


fireweed matcha as part of a broader sustainability mission. The company highlights the benefits of sourcing locally and working with wild plants rather than cultivated monocultures. “We are advocating for wild meadows and forests to sustain a rich natural biodiversity. We are not working against nature, but with it, and try to use rich, natural, wild herbs like fireweed in our favour by applying creativity and innovation to it,” says Lieplapa. She argues that wild plants are better


suited to the climate, soil, and ecosystems in which they grow. “[Wild plants] are adapted to the climate, contain the benefits of rich and healthy soil, as well as contribute to sustaining it. They don’t need extra ‘supplements’ to grow naturally. They only need space and wild meadows and forests, which are unfortunately [being reduced] due to forestry and conventional agriculture.” At present, PLUKT’s fireweed matcha is


labour-intensive, with leaves hand-picked to maintain quality. Production capacity stands at around five tonnes per year, but the brand is already looking ahead. “We have researched more than 130 herbs growing in wild meadows and forests of northern Europe,” says Lieplapa. “I think it is more important to listen carefully to the needs of the community and their feedback. We are not looking for trends; rather, we are looking for long-term ways to implement herbs in daily lives and lifestyles.”


AROUND 70% OF RESPONDENTS SAID THAT


THEY WERE MORE LIKELY TO BUY WHEN NATURAL COLOURS ARE USED, AND 95% SAID


THAT NATURAL COLOURS IN A PRODUCT WAS IMPORTANT TO THEM


26 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2025


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