Startup CPG Newswire:
CHUH Matcha Launches Two New Flavors as Brand Reaches 200 Retail Doors

PRESS RELEASE — NEWS PROVIDED BY Andrew Schundler for CHUH Matcha

GEORGETOWN, ME (JUNE 2026) — CHUH Matcha, a Maine-based canned matcha latte brand, today announced the launch of two new flavors: Crème Brûlée and Lavender. The launch comes as CHUH crosses 200 retail doors with two national retail launches planned for later this year. The milestone comes less than one year after CHUH launched in July 2025.

Crème Brûlée is a dairy-based ceremonial matcha latte with a caramel custard flavor profile. Lavender is an oat milk-based ceremonial matcha latte with a vanilla lavender flavor profile. Both are available in CHUH’s 12oz shelf-stable can and join the existing Blueberry Oat Milk and Spiced Vanilla SKUs. CHUH formulates its lattes to minimize the bitter, grassy notes common in matcha, targeting consumers who are new to the category alongside existing matcha drinkers.

CHUH is distributed throughout New England, with placement at select Hannaford supermarkets and independent natural and specialty food retailers. The new flavors will be available beginning this summer. The brand has also announced a distribution partnership with HiTouch Distribution to enter the Southern California market.

“We built CHUH to compete at the national level from day one,” said Andrew Schundler, Co-Founder of CHUH Matcha. “Crossing 200 doors in our first year gives us the foundation to bring these new flavors to market with real distribution behind them.”

About CHUH Matcha

CHUH Matcha is a Maine-based beverage company producing ceremonial-grade canned matcha lattes. Founded by Andrew and Chloe Schundler and launched in July 2025, CHUH is distributed throughout New England and available at select Hannaford supermarkets and independent natural and specialty retailers. Their mission is to make matcha easy for life-on-the-move. More information at chuhmatcha.com.

If your brand wants to publish a press release on the Startup CPG Newswire,  fill out the form here. 

The news and images contained on this page has been provided by a third party. Startup CPG does not verify, endorse, or vouch for any information or content submitted by third parties, or verify the identity, credentials, or expertise of third parties. We encourage you to consider carefully the source of all information and content provided by third parties on this website.

Join Startup CPG!

Have you joined our *free* Slack community yet? Join the largest CPG community in the world to receive and share on-the-spot advice, industry news and data, and exclusive discounts and opportunities for emerging brands.

If you want to be the first to know about key business updates from the most innovative early CPG brands, sign up for our bi-weekly Newswire roundups here.