Blank Street Coffee is capitalizing on matcha's rising popularity with a new line-up of refreshing matcha beverages featuring fruit purees like yuzu, watermelon, and mango. According to Jai Lott, the Global VP of Food & Beverage, the coffee chain aims to change U.S. consumers' perceptions of matcha by offering these appealing pastel-colored drinks with layered flavors. Developed by Lott and Innovation Manager Jared Wierman, the new matcha trio is designed to be a perfect afternoon pick-me-up, especially during the summer. Despite not being a matcha-focused brand, Blank Street has found inspiration in the U.K.’s successful matcha market. To promote these summer beverages, Blank Street is offering a unique pickleball promotion for loyalty club members, providing access to 408 complimentary pickleball court reservations in New York and Boston. This initiative aims to encourage people to enjoy outdoor activities while savoring the new matcha drinks. The campaign runs every Friday afternoon from July 12 to August 23, combining physical activity with refreshing beverages to create a memorable "summer in the city" experience.
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