Caff Off launches ceremonial-grade decaf matcha in the US

Caff Off has launched in the United States with ceremonial-grade decaf matcha sourced from Kyoto and a water-based process that removes about 90% of caffeine. Founder Lily Gean built the brand after her own caffeine sensitivity made traditional matcha harder to enjoy without sleep disruption. Why it matters: - Caff Off is targeting consumers who want matcha’s ritual and flavor without the sleep, anxiety and restlessness that can come with caffeine. - The launch adds a new option for healthcare workers, busy professionals, wellness-focused consumers, pregnant and postpartum women, and others with caffeine sensitivity. - The company is positioning decaf matcha as a standalone category, not just a substitute for traditional matcha. What happened: - Caff Off officially launched in the United States as a ceremonial-grade decaf matcha company. - The brand sources tea directly from Kyoto, Japan’s tea-growing region. - Former registered nurse Lily Gean founded Caff Off after years of working long, unpredictable healthcare shifts and developing a strong sensitivity to caffeine. - Gean said she traveled to Kyoto to work with traditional tea producers after she could not find a true decaf matcha alternative. The details: - Caff Off’s flagship Traditional Ceremonial-Grade Decaf Matcha is naturally decaffeinated through a patented water-based process. - The process removes approximately 90% of the caffeine while preserving flavor, quality, ritual, antioxidants and smooth umami flavor. - The company says the matcha retains naturally occurring EGCG, catechins and L-theanine. - Caff Off’s flagship product comes in 30g and 100g pouches. - The 30g pouch offers approximately 15 to 30 servings and starts at $34.99. - Caff Off also sells flavored matcha blends including Vanilla Bean, Pink Strawberry, Lemon Yuzu, Mango Tango, Chocolate Fudge, Fuji Apple, Magic Mint, Golden Chai and Rooibos. - The product lineup includes single-serve stick packs for travel and on-the-go use. - Caff Off has added Sleep Matcha, which combines ceremonial-grade decaf matcha with 12 sleep-supporting superfoods for an evening ritual. - The company also launched hojicha in vanilla, strawberry and sweetened flavors, along with other low-caffeine Japanese tea offerings. Between the lines: - Gean’s pitch reflects a broader consumer shift toward lower-caffeine and sleep-supportive products. - The brand’s messaging focuses on keeping familiar rituals intact rather than asking consumers to give up matcha. - The move to water-based decaffeination is meant to distinguish Caff Off from traditional chemical or solvent-based methods. - Caff Off is also using wellness language around energy, focus, sleep and peace of mind to broaden its appeal beyond matcha loyalists. What’s next: - Caff Off plans to grow its lineup of low-caffeine Japanese tea products. - The company is aiming to reach consumers looking for healthier ways to manage energy and sleep without abandoning daily rituals. - Gean framed the long-term goal as giving matcha back to people who thought they had lost it. The bottom line: - Caff Off is betting there is room in the U.S. market for premium matcha with most of the caffeine removed, not most of the experience.