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Brown is the new green: How the hojicha latte could beat out matcha as this summer’s drink on 14/08/2026 at 12:02 pm The Independent Sustainability

The ubiquitous green drink is now a staple on most cafe menus – but amid supply issues and rising costs, could matcha be dethroned? Amira Arasteh explores the pros and cons of a smokier substitute that arguably goes down easier 

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