The matcha market is absolutely popping off right now. Like liquid Labubus in green drink form, there’s just something about this ancient drink that has caught the vibe trend wavelength in 2025. Perhaps it’s because they look cute on Instagram; because it’s the fact that when properly prepared and served, matcha is profoundly delicious. Whatever—2025 is the year matcha broke, and we’re here for it.
So is CHUH, a new canned matcha latte that we’re stoked to highlight in this latest edition of Ready to Drink, Sprudge’s feature series dedicated to the booming CPG RTD market. Canned matchas have been around for decades, particularly coming out of the Japanese canned drink market (and what a market it is), but products made in the United States, and focused on US drinkers, are a relatively newer phenomenon. CHUH’s branding is hip and modern; they use serious “ceremonial-grade” Japanese matcha, and you can try it in different flavors like blueberry and spiced vanilla. It’s also shelf-stable, though it’ll taste better out of the fridge.
We just had to learn more, so we spoke with founder Andrew Schundler and dove into the world of CHUH.
As told to Sprudge by Andrew Schundler.
Tell us a bit about the product design.
We had a ton of fun coming up with the design. The name is the back sound of matcha [mah-CHUH] which to us called for a fun surf-bro esque vibe. We had the pleasure to work with PG Branding to build something to stand out the shelf. Our chill fox mascot, a nod to the Japanese kitsune, embodies CHUH’s personality: fun, approachable, and just a little mischievous. The design mirrors our mission – to make matcha feel less intimidating and way more fun.
How long have you been working on this project?
My wife and I have been working on this for the last 1.5 years and happy to finally share it with the world!
Who is the target customer for this product?
CHUH is made for health-conscious everyday people who want a clean energy boost without the jitters of coffee or the sugar crash of energy drinks. Whether that’s a stay-at-home mom, the businessman on the train to the office, or a surfer heading to the beach, we hope CHUH finds its ways into the hands of anyone in need of matcha on the go.
How are folks describing the taste?
Spiced Vanilla gives warm chai vibes perfect to start the day or for a cozy fall day. Blueberry is light and refreshing, something many have said they imagine bringing to the beach or having as a light afternoon pick me up.
Do you have future RTD products in development?
Yes! We’re actively experimenting with new flavors and love to hear from the community on flavors they’d like to see.
Final thoughts on the RTD category?
I love making matcha at home but this whole idea spawned from my previous life as a film producer always on the road and looking for an easy grab-and-go solution. I’ve loved diving into the RTD category and world. I’ve met a ton of cool people here in Maine through various communities and through the StartupCPG community. I believe the demand for RTD better-for-you caffeine beverages is only in the first inning with a lot of room for growth and innovation. I’m excited to be apart of it.
Where is it available?
The product is available online at our website or at select retailers in the Northeast. It costs $4.99 for a single can or $17.99 for a 4-pack
Photos courtesy CHUH Matcha by Ethan Gulley.
Sprudge showcases coffee products in the “ready-to-drink” (RTD) category: packaged beverages sold in a prepared form, ready for consumption. Learn about this growing segment of the coffee industry, get inspired, discover new brands and more!
