Matcha fans across the UAE are discovering an off-menu creation that combines Earl Grey tea with Costa’s signature matcha.
Matcha lovers in the UAE have a new secret to share.
Costa Coffee UAE has introduced a hidden menu creation that customers can unlock simply by saying the words “Earl and Jade” at participating stores and drive-thrus. The code reveals an off-menu drink known as the Earl Grey Matcha Cloud, an unexpected combination that is quickly gaining attention among matcha enthusiasts.
The secret menu launch reflects the growing popularity of matcha and the increasingly creative ways consumers are choosing to enjoy it. Costa says the idea was inspired by the belief that there is no single way to experience matcha, encouraging customers to explore new flavour combinations and personalised rituals.
The hidden drink has already attracted interest on social media, with UAE-based content creators including Aimee-Leigh Spencer, Charmy Vora and Luna Al Mallah sharing their experiences and sparking conversations among followers curious about the unusual pairing.
The secret menu moment arrives alongside the launch of Costa Coffee UAE’s new iced matcha range. The collection introduces Iced Strawberry Coconut Matcha and Iced Matcha Spanish Latte, joining the brand’s Classic Matcha offering.
According to Costa, the drinks are made using premium Japanese matcha sourced from a 300-year-old farm and blended in New Zealand by Bon Accord.
“Consumers are becoming more experimental with how they enjoy matcha,” said Louise Bray, Head of Marketing – EMENA Retail at Costa Coffee. “With this new range, we wanted to do something unexpected and give people something to talk about.”
Costa Club members can also earn loyalty rewards on purchases, with beans redeemable for complimentary drinks and additional rewards available for new members.
For those curious about the latest matcha trend, the only thing required may be remembering two simple words: Earl and Jade.
