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Matcha is everywhere. It's the most popular drink at half the cafes you walk into. It's on menus, in skincare, in supplements, and all over your social feed.
And yet, Andrew Schundler walked into a convenience store and couldn't find a single matcha option that actually tasted good.
CHUH Matcha is his answer to that gap — canned matcha lattes built for the consumer who loves matcha but doesn't always have time to make it. We sat down with Andrew to talk about launching into one of the hottest beverage categories around, winning over matcha skeptics one sample at a time, and why the convenience format has been hiding in plain sight.
The Product and Audience: What is CHUH Matcha and who is it for?
We make canned matcha lattes in approachable, flavor-forward options that are not overly grassy. This is built for people who already love matcha or are curious about it, but do not always have time to make it themselves. It is a simple idea — take something that usually requires effort and make it easy without sacrificing taste.
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The Spark: When did you launch, and what made you say "I need to build this"?
I was traveling and stopped at a convenience store looking for a matcha. There was coffee, soda, and energy drinks everywhere. But no matcha option that actually tasted good. It felt like an obvious gap. Matcha has grown a lot, but it has not caught up in convenience. That was the moment.
The Launch: When did you launch and how did you approach it?
We launched in July 2025. We did not focus on building hype before launch. The priority was getting the product right first. Once everything was dialed in, we pushed forward with a more direct launch approach.
The First 100: How did you find your first customers?
In person, every time. Tastings, conversations, and real interactions. Letting people try it and decide for themselves. A lot of people are still hesitant about matcha because of one bad experience — usually too grassy or too bitter. Our job was to change that perception, one sample at a time.
The Advice: What would you tell a first-time founder in their first 90 days?
For beverages, nothing beats getting cans in hands. Go out and sample aggressively. Do not wait for people to discover you. And if a retailer is unsure, offer consignment. Prove the product moves and build trust early.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
Staying consistent when results are slow. There are days where the effort does not match the outcome. You hear no more than yes. The challenge is continuing forward anyway — staying steady through both the highs and the lows. That part does not show up online.
The Milestone: What has been your biggest "we made it" moment so far?
Exhibiting at the Winter Fancy Food Show in San Diego. Having major retailers stop by, try the product, and genuinely like it. On top of that, getting recognized by blogs as a brand to watch. It felt like things were starting to click.
The AI Trend: How have you used AI to help your business grow?
AI has been a big advantage for us as a small, bootstrapped team. We use it to analyze inventory, spot trends, and think through pricing and negotiations. It helps us move faster and make smarter decisions without needing a large team.
The Horizon: What should we be excited to see from CHUH Matcha in the next six months?
Two new flavors are on the way. We are excited about both and looking forward to sharing them soon.
The Recommendations: What are your favorite under-the-radar brands right now?
In the CPG space it would have to be Little Lad's Popcorn. Check them out!
The Shop: Where can readers find CHUH Matcha?
You can shop online at chuhmatcha.com. We are also in around 150 stores across the Northeast, with a store locator available on the site.
The Connection: Where is the best place to follow along?
Follow along on Instagram at @chuhmatcha.
Callahan's Take
"How has this not been made already?"
That's the dream feedback for an aspiring founder to hear. That was my first reaction to CHUH Matcha.
Matcha has been on an absolute tear in the United States. It's the most popular drink at half the cafes you walk into. Japanese tourism is at its peak and matcha is at the center of it. Most people would look at this space and say it's saturated. And as a matter of fact, I've even read articles and seen buyers post about how the CPG space is too saturated with matcha brands — basically pleading for founders to stop making another "ceremonial-grade matcha."
Except, somehow, every brand in the category forgot to make a can.
That's the gap Andrew saw standing in a convenience store, surrounded by coffee, soda, and energy drinks. There were zero matcha options in sight. It's such an obvious hole that it almost doesn't make sense. The consumer education is already done. The demand is already there. It just wasn't available in a format people could grab and go.
The few brands that do make a canned matcha aren't playing the same game. You're more likely to find them in the international aisle of a grocery store than at a 7-Eleven. The branding isn't tailored to the audience grabbing a matcha in a cafe, or an audience visiting a cafe at all.
CHUH is going after a completely different customer in a completely different channel.
The category is on fire. The convenience format is wide open. And the product actually tastes good. If Andrew asked me to write a check, I would.
Available online and in 150+ stores across the Northeast.
Shop CHUH Matcha
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