Where it started!

I was never a 3-4 cups of coffee a day kind of person. Just one cup would give me jitters and anxiety, but at the same time, without it I’d have a splitting headache. So, I broke up with coffee. But I still wanted a caffeine boost to get me through the day. That’s when I found matcha.

Explore the matcha

Now I wasn’t a purist black coffee guy so I wasn’t about to sip on matcha that tasted like grass. I loved the smooth, creamy, slightly sweet matcha lattes I had in cafes. Then one day, staring at a convenience store fridge, it hit me — why were my options either sugar-loaded soda or highly caffeinated energy drinks? Where was the in-between?

So, my wife and I made it. CHUH: that satisfying sound at the end of matcha—[mah-CHUH]. A matcha latte that’s smooth, slightly sweet, not grassy, and made with organic ingredients and ceremonial-grade matcha. It’s the type of beverage I want to grab on my way to work. Starting CHUH feels like one of those quiet divine nudges—a little idea planted at the right time, one we couldn’t ignore. Now we’re stoked to share it with the world and bring more people into the mah-CHUH way. 

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Frequently asked questions

So Matcha - what is it?

Matcha is the cool, green superhero of the tea world. It’s made from finely ground, shade-grown green tea leaves, packed with all the good stuff—antioxidants, natural energy, and a chill vibe. Unlike your typical tea that water is steeped with a tea bag, when you drink matcha, you’re literally sipping the whole leaf, meaning more power in every drop. 

This vibrant green goodness isn’t just a Tik Tok trend, though. It’s been around for centuries, first popping up in Japan during the 9th century, where it was enjoyed by monks for its calming yet energizing effects. Fast forward to today, and matcha’s become the go-to for anyone looking to stay sharp and zen at the same time. Drink up, and join the CHUH movement!

Ceremonial Grade? Huh?

Ceremonial grade matcha is the VIP of green tea—made from the youngest, shade-grown leaves for a smooth, slightly sweet, and crazy vibrant sip. No bitterness, no weird aftertaste, just pure, clean energy the way matcha was meant to be. It’s the good stuff, traditionally used in Japanese tea ceremonies but now canned up for your daily hype

Coffee vs Matcha - tell me more

Matcha delivers caffeine the chill way—slow and steady, thanks to its amino acids that help keep your brain feeling focused, not fried. That means no jitters, no anxiety, no heart-racing madness, and definitely no mid-day crash like coffee. Plus, while coffee can be rough on your stomach, matcha plays nice—it even helps support a happy gut.

I tried Matcha once - it was so grassy!

We get it—matcha can sometimes have a grassy vibe, but that’s not the CHUH way baby! We’ve crafted our matcha to be smooth, balanced, and flavorful, with just the right hint of earthy goodness. No lawn shavings in our can, just a clean, calming taste that keeps you feeling fresh and energized without the weird aftertaste. Give it another go—you’ll be surprised!

Okay but how sweet? Isn’t sugar bad?

Our cans have just 6-10g of added sugar—about the same as a piece of fruit—so it’s a sweet spot, not a sugar overload. For comparison, sodas can have 40g or more, and those coffees in glass bottles by that Green Mermaid? They can load up with 30g+ even 45g+ of sugar. We keep it light, natural, and flavorful—no crazy sugar spikes here!

I’m reading your label - what’s carrageenan? Tripotassium citrate?

Carrageenan is a natural ingredient derived from seaweed, often used to help give drinks a smooth texture and prevent separation. We’re all about keeping things simple, so we use it just to ensure your drink stays perfectly creamy and consistent.

Tripotassium citrate is a form of potassium that helps keep our matcha smooth and balanced. It works behind the scenes to regulate acidity, preventing any weird flavor changes over time. Basically, it helps keep CHUH tasting fresh and delicious from the first sip to the last.

Why the fox?

Meet the kitsune—a clever little fox from Japanese folklore who’s all about good vibes and a little mischief. Paired with matcha, the tea of calm focus, it’s the perfect combo of chill and cheeky. That’s the spirit of CHUH.