Special Sauce with Ed Levine Matcha Madness with Pete Wells
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Dec 12, 2025 
In this insightful discussion, food critic Pete Wells from The New York Times, renowned for his expertise in restaurant trends, dives into the matcha phenomenon. He explores how matcha's vibrant color and unique flavor led to its Instagram fame. Pete shares its significant role in Japanese tea ceremonies and its evolution into trendy desserts. He also touches on the rising demand and supply challenges, the issue of counterfeit matcha, and how major coffee chains are now embracing this green delight. Will matcha be a fleeting trend or a lasting staple?
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What Matcha Really Is
- Matcha is powdered green tea made from shaded, steamed, de-stemmed leaves ground between granite millstones.
- You drink the whole pulverized leaf, so removing stems and veins is essential for smoothness.
Powder Form Drove Matcha's Popularity
- Matcha's powder form, vivid green color, and creamy mouthfeel made it ideal for use in foods and Instagram.
- That cross-over into desserts and drinks separated matcha from traditional tea drinking.
Health Halo Vs. Sugary Reality
- Matcha became trendy partly because of its Instagram-ready color and perceived health benefits.
- But sweetened matcha drinks can negate those benefits when heavy sugars and add-ins dominate.