Matcha powder doesn’t dissolve in water—it disperses as a suspension. So if it isn’t mixed on-demand, the matcha would settle to the bottom of the water and create an unappealing drinking experience. In a bottle of Matcha Now, the matcha is stored in the cap until the consumer is ready to release it into the water, shake it up and enjoy. To open the cap and release its contents, the consumer turns it counterclockwise, causing a plastic edge to cut open the bottom of the cap and release the powder.
Scale of Outrageousness: Huh!