Say hello to our new Superlatte brand

Nearly ten years after our first farmers market, Superlatte has a new look, a happy hound and a much bigger matcha family.

The recipes still taste like Superlatte. The ingredients still meet the standards we have followed from the beginning. What changed is the way the brand looks, speaks and behaves.

This is how we got here.

It started at a farmers market

In 2017, golden milk was having its moment and I went all in.

Superlatte began beneath a tent at a Cape Town farmers market. We served superfood-inspired hot lattes to weekend shoppers, many of whom had never tried anything like them before.

There was no familiar category name to borrow, so we called them superlattes. Matcha followed soon afterwards and has been part of the range ever since.

Those early markets taught me something important. People were interested in healthier drinks, but they still wanted them to taste good. They wanted a proper treat, not a cup they had to endure because somebody had told them it was good for them.

That idea has stayed with us from the first pour.

From market stall to retail shelf

Getting Superlatte onto retail shelves felt enormous.

Our first packaging used gold leaf, intricate patterns and eastern-inspired motifs. That was how premium wellness looked at the time, and I was proud of it. The packs won awards and helped a very small company hold its own beside much bigger brands.

Then came London.

Being in a city that runs on caffeine gave us the chance to refine the recipes further. We built blends for people who were curious about matcha and functional ingredients, rather than only those who already knew everything about them.

The drinks had to be balanced, familiar enough to order twice and easy to make well.

We brought that experience home and kept going.

The old brand was right for its time

Wellness branding looked very different when Superlatte began.

It was yoga mats, hemp seed, restrained colours and serious language. Our packaging belonged in that world. It communicated quality and helped explain an unfamiliar category.

But there was always another side to Superlatte.

We added coconut sugar because healthier living did not have to mean giving up sweetness. We put mint in our matcha because it made the drink mellow, inviting and delicious. We wanted people to enjoy the products before they started studying the ingredients panel.

The recipes had personality. The branding had not caught up with them.

After almost a decade, the gap had become too large to ignore.

So we changed everything

This was never going to be a small packaging refresh.

We rebuilt the Superlatte brand around the belief that good for you should also be good fun.

The new identity is brighter, warmer and less reverent. It gives the products room to be playful while taking their quality seriously.

There are new packs, new colours, new formats and a more focused range. At the centre of it all is a hound who looks as though he has somewhere enjoyable to be.

Meet the hound

Dogs have always been part of my life. I have rescued three of my own and am usually surrounded by several more.

Most mornings begin on the mountain with wagging tails, muddy paws and a flask of matcha. Dogs understand the important things: get outside, enjoy yourself and welcome whoever turns up.

They also make a room feel better.

I have spent much of my working life in cafés with a laptop open. Two things reliably make people look up and smile: a bright green matcha arriving at a table and a dog walking through the door.

That is the Superlatte energy we wanted the new brand to carry.

Our hound is friendly, curious and mid-bounce. He takes the seriousness out of wellness without turning the products into a joke. He reminds us that healthier choices can belong to ordinary, enjoyable life.

A friendlier pack size

Our retail pouches have moved from 200g to 150g.

The smaller size gives customers a more approachable entry price and makes it easier to try something new without committing to a large pouch.

The recipes remain concentrated. A 150g Matcha Mint Latte pouch makes around 25 servings, while the functional latte pouches make around 15.

We shrank the pack, not the joy.

A tighter latte range

We have refined the core range to five lattes:

• Organic Ceremonial Matcha

• Matcha Mint Latte

• Turmeric Latte

• Beetroot Cocoa Latte

• Shroom Hot Chocolate

Each one has a distinct job.

Ceremonial Matcha is vivid, smooth and made for drinking straight or with milk. Matcha Mint is softer and sweeter, with peppermint and organic coconut sugar. Turmeric Latte is warm and caffeine-free. Beetroot Cocoa is rich, red and gently spiced. Shroom Hot Chocolate combines cocoa with organic reishi and chaga.

The family looks more connected now, while every pack keeps its own colour and character.

Matcha is still our heart

Superlatte started with golden milk, but matcha became the heart of the business.

The new range gives people more ways to drink it.

There is our bestselling Matcha Mint Latte, pure Organic Ceremonial Matcha, Nespresso-compatible ceremonial matcha capsules and compact 60g tins. There are also matcha tools and gift sets for anyone who wants to turn preparation into a small daily ritual.

The formats may differ, but the standard stays the same.

Our matcha is organic, ceremonial grade and certified to both EU Organic and USDA Organic standards. It is shade-grown, made from young spring leaves and sourced from a long-established grower in China.

Sourcing from China also helps reduce pressure on Japan’s stretched matcha supply while making high-quality ceremonial matcha more accessible to South African drinkers.

We keep the attitude light. We take the matcha seriously.

Built for cafés too

Cafés have been part of the Superlatte story from the beginning.

Our 1kg foodservice range includes Matcha Mint Latte, Turmeric Latte and Luxe Hot Chocolate. The products give cafés consistent recipes, easy service and drinks that work hot or over ice.

We are also supporting our café partners with matcha training, recipe guidance and barista cards. Better matcha comes from a repeatable method, the right dose and a station that works during service.

The goal is simple: help more South African cafés serve matcha that people want to order again.

What has not changed

The packs are different. The dog is new. The colours are louder.

The principles behind the products remain familiar.

Superlatte is still dairy-free, non-GMO and made without artificial sweeteners, flavours or colours. We still care about ingredient quality, balanced recipes and products that fit into real life.

We still believe wellness works better when everybody is invited.

That is what this relaunch brings to the surface. Superlatte has grown into the brand it was always trying to become: full of good ingredients, bright ideas and a little more mischief.

Good for you. Good fun too.