Laird Superfood adds protein matcha to premium ritual beverages

Laird Superfood launched Protein Matcha on June 25, 2026, putting 10 grams of milk protein into an instant iced matcha latte mix built for the morning or afternoon, not the gym bag. The line comes in Original, Strawberry and Lavender, and the company priced it at $18 on its website.

The move pushes protein deeper into the ritual beverage aisle, where matcha already has a premium, wellness-driven identity that feels closer to café culture than sports nutrition. Laird Superfood’s product page says Protein Matcha also includes lion’s mane mushroom, coconut water powder and sea salt electrolytes, with Original and Lavender delivering 70 milligrams of caffeine per serving. The company says the mix has no added sugar, no gums, no fillers and no seed oils, a formulation that reads less like a recovery shake and more like a stacked beverage concept built for repeat use.

That matters for a category that still carries the old chalky protein-shake stereotype. Standard protein drinks usually compete on grams per serving, satiety and post-workout function. Protein Matcha competes on taste, texture and occasion, borrowing the cues of café-style matcha drinks while still anchoring the product with a complete-protein message from its milk-based base. The result is a beverage that can sit beside premium powders and specialty coffee mixes as easily as it can sit beside a tub of whey.

The launch follows Laird Superfood’s January 22 rollout of Protein Coffee, which the company described as its first dairy-based protein coffee and said delivered 10 grams of protein per serving. Laird Superfood was co-founded in 2015 by Laird Hamilton, and the company has been broadening its platform beyond beverage mixes. It completed the acquisition of Navitas LLC on March 12, 2026, then announced the acquisition of Terrasoul Superfoods and an additional $60 million convertible preferred equity investment from Nexus Capital on April 21.

That expansion is showing up in the numbers. Laird Superfood reported record fiscal 2025 net sales of $49.9 million, up 15% year over year, and said wholesale momentum, along with growth in grocery and club channels, drove the result. Protein Matcha extends that strategy into a format that treats protein as part of a premium daily ritual, not just a functional add-on for training.