What's Happening
Laird Superfood has launched Protein Matcha, a new line of instant iced matcha latte mixes made with milk protein. Announced June 25, the Boulder, Colorado brand, founded by big-wave surfer Laird Hamilton, is rolling out the drink in three flavors: Original, Strawberry, and Lavender. It is available now at LairdSuperfood.com for $18, with Amazon availability to follow.
Each serving delivers 10 grams of protein and stacks several functional ingredients into one mix. The premium matcha green tea provides 70 milligrams of caffeine per serving for Original and Lavender, and 90 milligrams for Strawberry. Beyond protein and caffeine, it includes lion's mane mushroom, traditionally used for cognitive support, plus coconut water powder and sea salt for natural electrolytes and hydration. The company notes it is the first product in its portfolio to combine caffeine and electrolytes, pitching it as an option for summer and active lifestyles. Designed to be enjoyed cold, it is made by adding a third of a cup of powder to cold water or milk, then frothing or shaking over ice. The launch follows the brand's Protein Coffee earlier this year, and its existing vegan Matcha Instant Latte with Adaptogens remains available.
Why It Matters
Protein Matcha is a smart convergence play, stacking four of wellness's most marketable trends into a single product. Matcha is having a major cultural moment as a coffee alternative, protein is the dominant nutritional obsession, functional mushrooms like lion's mane are surging in the nootropic space, and electrolyte hydration is its own booming category. Combining all of them in one drink mix lets Laird ride multiple waves at once and target the health-conscious consumer who cares about all four.
It also reflects a clear strategic direction for the brand. Coming right after Protein Coffee, Protein Matcha shows Laird building out a dedicated dairy-based protein platform across its caffeine products, systematically adding protein to the daily rituals people already have. The move resonated with investors: Laird Superfood is a publicly traded company, and its stock jumped sharply on the day the launch was announced, a sign the market sees protein extensions as a credible growth path for the brand.
Bigger Picture
The launch captures how thoroughly protein has colonized the beverage aisle. What began with shakes and protein waters has expanded into coffee, and now matcha, as brands race to attach protein to every caffeinated daily habit. Laird is applying the same logic that has driven high-protein versions of countless legacy products, betting that "my usual drink, now with protein and function" is an easy sell to consumers already primed to seek protein everywhere.
Laird Superfood's particular positioning, minimally processed, functional, founder-led by an iconic athlete, gives it a differentiated lane in a crowded field. Founded in 2015 by Laird Hamilton alongside volleyball icon Gabby Reece, the brand has grown from superfood creamers into coffees, lattes, bars, and greens, and its clean-ingredient story is central to how it competes against both Big Food entrants and pure supplement brands. Protein Matcha, notably the brand's first caffeine-plus-electrolytes product, is a logical next step in that expansion, and its Boulder roots place it right in the heart of the endurance and outdoor-athlete culture it's built to serve.
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