ASA Matcha launches ASA GO: a new instantly dissolving matcha variant

ASA Matcha launches ASA GO: a new instantly dissolving matcha variant
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The little sister of the traditional matcha we know in the Netherlands

ASA Matcha, known for its premium ceremonial-grade matcha from Japan, is introducing an innovative new matcha variant in November 2025: ASA GO.

ASA Matcha is the consumer-facing (B2C) brand of Pure Matcha Partners, the European wholesale and sourcing partner specialized in high-quality Japanese matcha. Through ASA Matcha, Pure Matcha Partners brings its expertise directly to consumers with accessible, innovative matcha products.This new green tea powder combines the nutritional benefits of both the tea leaf and its stems with maximum convenience, ideal for an active, health-focused lifestyle.

Preparing ASA GO is easier than with other types of matcha. The ultra-fine powder dissolves instantly in water, without the need for a bamboo whisk, the traditional tool used to combine matcha powder with water. A quick stir or shake is all you need with ASA GO.

Rich in nutrients
Because ASA GO contains the entire tea leaf, including the stem, it is naturally high in fiber, antioxidants, and vitamins. The flavor remains full and green like traditional matcha, but is slightly fresher and subtly sweet. Perfect as a natural energy boost for sports, work, or on the go.“ASA GO is more than just matcha: I use it as an addition to my breakfast smoothie, while my colleagues use it as a pre-workout or recovery drink. One product that can support a great start to the day in many different ways,” says Jasmijn Berting, co-founder of ASA Matcha.

ASA GO is extremely versatile. It tastes refreshing when mixed with coconut water, ice, and a touch of lemonade, but it also pairs well with (plant-based) milk and vanilla protein powder in a protein shake, creating a flavor reminiscent of white chocolate.

‍New in Europe
ASA Matcha is one of the first brands to introduce this innovative matcha variant from Japan to the European market. ASA GO meets the growing demand for healthy, natural alternatives to coffee and energy drinks, particularly among athletes and young professionals.