Milia Matcha: review and test of this popular brand

Updated on 02/25/2026

In recent years, matcha has conquered our cups and our hearts. Among the brands that stand out, Milia Matcha is much talked about. This young Franco-Japanese company, presented as founded in 2023 by Andie Ella, offers ceremonial matcha teas with varied flavors. But what is this brand that's a hit on social networks really worth?

The essentials to remember

• A recent brand: Created in 2023, Milia Matcha quickly established itself in the French market
• Japanese quality: 100% matcha grown and processed in Japan, rare Okumidori variety
• Extended range: From traditional matcha to flavored versions (vanilla, white chocolate, strawberry)
• Premium price: Expect between €38 and €99 depending on format and flavor
• Social commitment: €0.50 donated to the Rêves association for each order

Who is behind Milia Matcha?

The story of this matcha tea brand begins with Andie Ella, a Japanese culture enthusiast who wanted to democratize quality matcha in France. Unlike many brands that simply import their tea, this company has chosen to highlight control of the production chain.

According to information communicated by the brand, the Milia Matcha team works with a Japanese producer in Mie prefecture, where the leaves are grown, harvested and processed on site. This approach aims to guarantee good traceability and preserve the authenticity of Japanese craftsmanship.

What immediately stands out is the brand's commitment. According to their communication, for each order, €0.50 is donated to the Rêves association, which helps make the dreams of sick children come true. The brand indicates that more than €70,000 has been collected since its creation.

The range offered: what is their matcha really worth?

Traditional ceremonial matcha

The flagship product remains the natural ceremonial matcha, offered in 30g (€38) and 100g formats. Made from the Okumidori variety, it is presented as a smooth matcha, with limited bitterness (a point often sought by beginners as well as enthusiasts).

The Okumidori variety represents only a small percentage of Japanese production, making it a rather rare and appreciated cultivar. The taste is described as naturally sweet, without added sweetener.

Flavored matchas: the innovation that appeals

This brand became known thanks to its original creations:

• Vanilla Matcha: The brand's bestseller, smooth and subtle
• White Chocolate Matcha: Indulgent and comforting, perfect for beginners
• Strawberry Matcha: Fruity and refreshing
• Cherry Matcha: A highly appreciated seasonal creation

According to the brand, these aromas are custom-developed in Japan and integrated directly into the matcha, without sugar or artificial additives. As always, the right reflex is to check the ingredient list on the product sheet to know precisely what each reference contains.

Accessories to perfect the experience

The brand also offers everything needed to prepare matcha according to the rules of the art:

• Traditional bamboo whisks (€22)
• Electric whisks for more convenience
• Specially designed glasses (490ml)
• The "Matcha To Go" to take your matcha everywhere

Product analysis: first impression and observed feedback

Unboxing and first impression

The cans arrive in carefully designed packaging, without stuck-on labels. According to the brand's communication, each can would be custom-made in Osaka according to a 12-step process. The goal is clearly to reinforce the premium aspect from opening.

On quality matcha, one generally expects a jade green color and a very fine powder (often cited indicators). The best approach is to check: color, smell (fresh vegetal), fineness and ability to foam.

Testing in real conditions (what to look for)

Traditional preparation: Mixed with hot water (generally around 70°C), a good matcha reveals its complexity. One notably observes the ease of creating fine foam, as well as the balance between sweetness, umami and bitterness.

As a latte: This is probably how many people discover matcha. With oat or almond milk, the flavors can develop more fully. Flavored versions are often considered more accessible for beginners.

Flavored versions: This type of product is mainly differentiated by the "natural" (or not) rendering of aromas. To form a solid opinion, look at the exact composition and compare with other brands in the same segment.

Comparison with competitors

Compared to brands like Noka or other market players, this company clearly positions itself on the premium segment. Does the quality justify the price?

Compared to a classic grocery store matcha, the difference can be clear (color, fineness, taste, foam). Compared to other high-end brands, Milia Matcha stands out mainly through its flavored creations and a highly developed brand universe.

Strengths and limitations

What appeals about this brand

Consistent quality: The brand highlights regular standards, thanks to strict control of Japanese production.

Innovation: Flavored varieties open matcha to a wider audience, without sacrificing the idea of a premium product.

Transparency: The brand emphasizes traceability, from cultivation to canning.

Social commitment: The partnership with Rêves gives meaning to each purchase.

Customer service: Often described as responsive and attentive, with real product expertise.

Areas for improvement

The price: Clearly positioned on the high end, which may deter some consumers.

Availability: Some flavors may be out of stock (success + logistics), which can be frustrating when ordering.

The single format: No very small format to test before committing to 30g (depending on available references).

Is this brand worth its price?

With prices ranging from €38 to €99, this company clearly positions itself in the premium segment. Is this pricing policy justified?

Yes, if you are looking for:

• A ceremonial quality matcha (or a premium experience)
• Original flavors
• An ethical and transparent brand
• A "turnkey" taste experience (products + accessories)

Perhaps not if:

• You're beginning with matcha (start by testing/comparing)
• Your budget is tight
• You consume large quantities daily

For my part, I consider that the quality-price ratio can remain correct in its category, especially if you appreciate flavored creations and the premium universe.

Where to buy and at what price?

This brand favors direct sales through its official website. This strategy allows for control of product freshness and offers an optimal customer experience.

Current prices:

• Ceremonial Matcha 30g: €38
• Vanilla Matcha 30g: €40
• White Chocolate Matcha 30g: €40
• 100g formats: €99

Delivery is free from €49 purchase. According to the brand, the company delivers to more than 185 countries, with deadlines generally respected.

To guarantee authenticity and freshness (and avoid storage problems or third-party sellers), it is generally recommended to prioritize the official website.

What alternative to Milia Matcha?

If you're hesitating between several brands, the simplest approach is to compare on 4 criteria: origin, use (ceremony/latte/cooking), transparency (harvest, analyses, clear information) and price per gram.

At Thés & Traditions, we offer a selection of Japanese matcha suitable for different uses (ceremonial and latte), with fast shipping from France.

The final verdict

This brand succeeds in its bet: offering quality Japanese matcha while innovating with accessible flavors. The team has managed to create a coherent universe, from production to brand experience.

Certainly, the prices may seem high, but they reflect an assumed premium approach. For matcha enthusiasts or those who wish to discover this beverage in good conditions, Milia Matcha may represent a serious choice.

Social commitment and transparency are additional assets in a sometimes opaque market. It remains to be seen, over time, how the brand maintains its standards in the face of its growth.

Note: this article is written for informational and independent purposes. The information (prices, availability, characteristics) is provided for informational purposes and may change. The brands mentioned belong to their respective owners. Some data is taken "according to the brand" when it comes from their communication.

Frequently asked questions

Does this brand's matcha really contain sugar?
According to the brand, matchas are without added sugar. To be certain, always check the ingredient list on the product sheet (flavored versions may vary depending on references).

What is the difference between ceremonial matcha and flavored versions?
Ceremonial matcha is pure, with no additions. Flavored versions start from a matcha base (often the same variety depending on the brand) and are flavored with aromas. The right reflex: compare the exact composition and recommended use (ceremony vs latte).

How long does matcha keep?
Once opened, it is recommended to consume matcha relatively quickly to preserve the aromas. According to indications from certain brands, it can keep for several months in a cool place if the box is properly closed. Always follow the manufacturer's advice.

Can you prepare matcha without a special whisk?
While a bamboo whisk is ideal, you can use a small kitchen whisk or a shaker. The important thing is to mix well to avoid lumps and obtain a smooth beverage.

Does the brand offer discovery formats?
Currently, the smallest format indicated is often 30g. The brand may occasionally offer discovery sets; it depends on periods and availability.

Why are certain products often out of stock?
The brand's success and strict quality control can explain temporary shortages. A notification system is generally offered to be informed of returns to stock.