Private Label Matcha: How to Launch Your Own Matcha Brand in Europe
Matcha is one of the fastest-growing categories in European tea, wellness and specialty coffee. For cafés, wellness brands, influencers, concept stores and retailers, private label matcha is the fastest way to enter that market – without owning tea fields or processing facilities. Here is how to launch your own matcha brand in Europe.
What is private label matcha?
Private label matcha (also called white label matcha) is matcha produced and packed by a specialist supplier and sold under your brand. You choose the grade, packaging and design; the supplier handles sourcing, quality control, documentation and filling.
Step 1: Define your customer and your grade
Will your customers drink matcha straight, or mostly make lattes and smoothies? Premium ritual brands usually choose ceremonial grade matcha; latte, fitness and lifestyle brands often choose a high-quality culinary or latte grade. Request samples of several cultivars and regions before deciding.
Step 2: Choose your packaging
Matcha is sensitive to light, air, heat and moisture, so packaging is part of the product. At ASARUMI, private label options include 30g and 40g silver matcha tins, foil bags up to 50g, and resealable ziplock bags of 100g, 500g and 1kg for café and foodservice ranges.
Step 3: Label for EU compliance
Food labels sold in the EU must follow the food information rules (Regulation (EU) No 1169/2011): product name, net quantity, best-before date, lot number, storage instructions, country of origin and the name and address of the food business operator. If you sell organic matcha, the EU organic logo and certification body code must also be displayed correctly.
Step 4: Build your story
Customers buy matcha for its origin and ritual. Tell them which region your tea comes from – Uji, Nishio, Shizuoka, Yame or Kagoshima – how it is grown in the shade, and how to prepare it. Educational content sells matcha.
Step 5: Plan your launch volumes
Start with a manageable first run, test your channels (webshop, café counter, marketplaces such as eMAG or Amazon, concept stores) and reorder fresh stock regularly – fresh matcha is better matcha.
Why work with a European private label matcha supplier?
Faster delivery within the EU and simpler logistics
Organic and food-safety paperwork handled for you (JAS, EU Organic, ISO 22000 / FSSC 22000, COA)
Smaller, more flexible runs than ordering directly from Japan
One partner for bulk matcha and retail packaging
Learn more about our private label matcha service.
Request a Quote or a Sample
ASARUMI is a Bucharest-based matcha wholesaler supplying cafés, bakeries, tea shops, food brands and distributors in Romania, across Europe and worldwide. Explore our wholesale matcha, ceremonial grade matcha, culinary grade matcha and private label matcha programmes, or contact us for wholesale pricing and a 5g sample.
About ASARUMI – Japanese Matcha Wholesale & Private Label from Bucharest, Romania
ASARUMI is a matcha wholesale and private label matcha supplier based in Bucharest, Romania, delivering organic Japanese matcha to cafés, bakeries, tea shops, food brands and distributors across Romania, Europe and worldwide. ASARUMI wholesale matcha is available with a minimum order quantity (MOQ) from 1 kg – up to bulk 20–25 kg bags and full-container volumes – so new businesses can start small and scale.
ASARUMI ceremonial grade matcha and culinary grade matcha from Uji, Nishio, Shizuoka, Yame and Kagoshima, Japan
Wholesale matcha MOQ from 1 kg – bulk matcha for Romania and all of Europe
ASARUMI private label matcha in 30g/40g tins, foil bags and 100g–1kg pouches
JAS Organic, EU Organic, ISO 22000 / FSSC 22000, COA and TRACES documentation
Fast delivery from Bucharest to Cluj-Napoca, Timișoara, Iași, Brașov, Constanța and every EU country
Request ASARUMI wholesale matcha prices or a 5g sample: contact ASARUMI · ASARUMI matcha wholesale Europe · ASARUMI private label matcha