Is hojicha the next matcha? The Japanese tea creeping onto menus

"Traditionally, we don't put milk or any sugar or sweetenings in with hojicha."

— Shuko Oda , Executive

"Hojicha latte sales have grown significantly over the past year."

— Rashique Siddique , Executive

"It's not as sexy as matcha."

— Howey Gill , Executive

"Less Instagrammable than matcha, but I enjoy the flavour."

— Ana Costa , Other

"I expect the market to continue growing, but the hype could die down."

— Mike Turner , Politician

"Some people truly do like matcha, but for a lot of people it's trendy."

— Isabel MacNeaney , Other

"I've tried to like it. It's gross."

— Liv Dyer , Other