Startup CPG Newswire:
CHUH Celebrates Successful First Month Launch with 2,000 Cans Sold and 19 Retail Accounts

PRESS RELEASE — NEWS PROVIDED BY Andrew Schundler for CHUH

PORTLAND, ME (2025) — CHUH, the Maine-based matcha latte startup, is celebrating a strong first month in business with more than 2,000 cans sold and placement in 19 retail accounts in Maine. The company, which officially launched in July 2025, is already preparing for its next phase of growth with expansion into New Hampshire, Vermont, and Massachusetts.

CHUH offers a new take on the matcha experience with two flavors: Blueberry, a nod to their home state of Maine, and Spiced Vanilla, a warm chai-vibe latte. Each shelf-stable can is crafted with ceremonial grade matcha, organic ingredients, and lightly sweetened with organic cane sugar. The drinks are designed for people who want a smooth, crash-free energy boost without the artificial ingredients often found in ready-to-drink beverages.

“We’ve been blown away by the response in just the first month,” said Andrew Schundler, co-founder of CHUH. “Seeing customers pick up CHUH from local shelves and come back for more has been an incredible validation of what we set out to do—make matcha fun, approachable, and part of everyday life.”

The brand’s playful identity, anchored by its cool fox mascot, resonates with health-conscious consumers who care about both taste and function. By using natural, organic ingredients and crafting bold yet approachable flavors, CHUH has quickly gained traction in the crowded beverage space. With matcha demand at an all-time high across the U.S., CHUH offers an accessible option for those who can’t make a latte at home but don’t want to pay $7–$9 at a café.

With its first milestone behind it, CHUH is actively pursuing regional growth and preparing for wider distribution. The brand is also building its direct-to-consumer channel, offering 4-packs and 8-packs through its online store to make it easier for fans outside the Northeast to get their favorite cans delivered.

CHUH is founded by couple Andrew and Chloe Schundler who are excited to continue to bring people into the mah-CHUH way of life.

About CHUH

CHUH is a Maine-based matcha latte company bringing matcha to the masses with a playful, modern twist. Founded in 2025, CHUH crafts shelf-stable canned matcha lattes made with organic ingredients and fun flavors you’ll want to drink. Designed for people who want clean energy without the crash and who don’t have time for the matcha ceremony at home.

With roots in New England, CHUH is committed to supporting local retailers while growing a national community of matcha drinkers who care about quality and fun in equal measure. Every can reflects the brand’s mission: to make matcha approachable, portable, and delicious.

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