Strategic Alignment at Scale: The Matcha Opportunity
When Tropeaka, 7‑Eleven and Consult Group first sat down to explore the idea of bringing a premium matcha RTD into the convenience channel, no one expected how quickly the opportunity would take shape. What began as a simple insight — that matcha was booming everywhere except convenience — turned into one of the fastest, most disruptive launches the channel has seen in recent years.
The Moment Matcha Entered the Mainstream
The product moved at lightning speed from a concept in cafes in October 2025 to shelf in February 2026. The moment it hit stores, it immediately resonated with customers, validating the early belief that convenience shoppers were ready for something cleaner, more premium and more functional than the traditional coffee and energy drink options.
Tropeaka’s strength in superfoods and clean‑label products, alongside their long standing collaboration with Sopha Dopha, one of Australia’s most loved fashion and wellness influencers, made them the ideal supplier to lead this new category.
Their high‑grade Japanese matcha, quality ingredients and no‑filler approach gave the product instant credibility. The flavour range – White Chocolate Latte, Strawberry Latte and Original Matcha Latte – was intentionally crafted to be smooth, accessible and easy‑drinking, removing the bitterness barrier that often limits matcha adoption. And at a $5.50 price point, the drink landed perfectly in the convenience “premium but accessible” sweet spot.
“We’re incredibly proud of the success of this ready-to-drink matcha launch. The idea was sparked after the strong response to our canned matcha collaborations with one of Australia’s most-loved influencers, Sopha Dopha, at Harry’s Bondi and Green Cup in October last year. That feedback made it clear the market was ready for a high-quality canned matcha that could be purchased conveniently across Australia,”
~ Caleb Marshall, Founder and CEO of Tropeaka.
Consult Group played a central role in shaping the strategy, identifying the whitespace, building the category story and preparing the pitch that ultimately secured 7‑Eleven’s support. Years of trust built with retailers meant the team could move quickly and confidently.
As Consult Group Co-founder James Manafas put it, “Retailers trust us because we deliver. That trust matters when you’re asking a retailer to back something new.”
7‑Eleven’s willingness to innovate made them the perfect retail partner. They backed the vision early, committed to national scale and worked closely with Tropeaka, Sopha Dopha and Consult Group to align marketing, activation and in‑store execution. The collaboration between the four parties created a launch environment where everything – product, timing, messaging and customer behaviour – aligned.
The launch itself exceeded expectations from day one. Stores saw immediate traction, with early velocity outperforming established category leaders. A launch event in Sydney drew a line of more than 200 people, and social amplification through influencer Sophia Begg, better known as Sopha Dopha added significant momentum. Her involvement wasn’t superficial – she only agreed to partner after tasting the product and setting strict criteria, which added authenticity and trust to the campaign.
A Blueprint for Modern FMCG Collaboration
What makes this launch particularly significant is that it didn’t just perform well – it created a new subcategory within convenience. Tropeaka now holds a first‑mover advantage, and with a multi‑year roadmap already in place, the platform is set to expand with new flavours, formats and supporting products.
Over the coming weeks, our team will consolidate sales data, performance and and look forward to sharing this as a case study to quantify the commercial impact and provide a full picture of how the launch has reshaped the category.
What’s already clear is that this launch is a blueprint for modern FMCG collaboration: the right supplier, the right retailer and the right commercial partner, all aligned behind the same opportunity and moving with speed, clarity and intent.
