Matcha Reimagined in Maine

There’s a new matcha latte on the scene that's smooth, green, and hitting the shelves of New England. CHUH (as in the ending sound of matcha [mah-CHUH]) officially launched this July offering a shelf-stable, lightly sweetened matcha latte with fun flavors that’s easy to grab and even easier to love.

CHUH was founded in Maine by couple Andrew and Chloe Schundler. They created CHUH to bring a fun, clean-label twist to the traditional matcha experience. No grassy aftertaste, no artificial junk, and no caffeine crash like coffee and energy drinks typically give.

From the beginning, Andrew and Chloe imagined CHUH as the “everyman’s matcha.” They wanted it to feel approachable, not exclusive, with playful, bold branding and flavors that welcome new drinkers into the world of matcha without intimidating them. While many matcha brands lean heavily into formality and ceremony, CHUH is about making the benefits of matcha accessible to everyone at a price and flavor profile that makes sense for real, everyday life.

Andrew deeply respects the Japanese tradition of preparing matcha with a chawan (bowl) and chasen (bamboo whisk), and he still loves that process when there’s time for it. But as someone often rushing out the door in the morning, he wanted something faster that didn’t sacrifice the peaceful energy or antioxidant benefits of matcha. That’s where the idea for CHUH really clicked. Matcha that’s ready to go, straight from the fridge, without the ritual but with all the goodness.

Why matcha? It's an incredible drink, packed with antioxidants, anti-inflammatory benefits, and caffeine that gets you through the workday without stressing you out along the way. CHUH launched with two delicious flavors. The first is Blueberry with an oat milk base, a nod to their Maine roots and the state’s iconic summer fruit. The second is Spiced Vanilla, a creamy cinnamon flavor reminiscent of chai.

Matcha isn’t just a personal favorite, it’s having a major moment across the country. According to market research firm Statista, U.S. matcha sales are projected to reach over $4.3 billion by 2029, nearly doubling from 2023. With more people looking for nutritious, clean energy alternatives, CHUH is launching at just the right time.

The drinks are available now at several Maine retailers, with further distribution beginning in New Hampshire and Massachusetts through Brickyard Brands. It is also available online at their website. Each can is made in New England with ceremonial-grade Japanese matcha and organic ingredients, a fresh take on functional drinks made for people who want a healthier kind of buzz.

“This all started with the idea that matcha could be easier, smoother, and way more fun,” said founder Andrew. “Launching in our home state has been the dream, and we’ve been so grateful for all the love and support our fellow Mainers have shown us.”