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At London matcha chain Jenki, for example, sales of hojicha lattes were 55% higher between January and April than the same period last year, said the BBC. The popularity of hojicha “feels like where matcha was two or three years ago”, Rashique Saddique, director of How Matcha, told the broadcaster. “It’s moving from niche to mainstream quite quickly.”

Less bitter and more earthy than matcha, hojicha also contains “significantly lower” levels of caffeine, with around 7.7mg per cup, compared to matcha’s 70mg, said Country & Town House. But it still boasts a range of health benefits; hojicha is “packed with antioxidants” like catechins and polyphenols which help to protect cells from damage, and the amino acid L-theanine which may help to calm the nervous system and improve sleep quality while enhancing focus.

The roasting process also breaks down the tannins and lowers the acidity, making it perfect for aiding digestion after a meal as it’s “gentler on the stomach than raw green tea”.

Traditional hojicha is “steeped like a loose-leaf tea” but it can also be mixed with milk and served hot or cold in a latte, said Vogue. “Look out for organic, shade-grown hojicha from Japan to avoid contaminants and ensure purity”, nutritionist Rhian Stephenson told the publication. And if you don’t fancy a latte, try adding the powder to smoothies or mix it into cakes, cookies or even ice cream.