MCE SmartLaunch for CPG Startup, CHUH, Debuts Shelf-Stable Matcha Lattes in Maine and Online
FOR IMMEDIATE RELEASE | July 14, 2025
MCE SmartLaunch for CPG Startup, CHUH, Debuts Shelf-Stable Matcha Lattes in Maine and Online
Portland, Maine — The Maine Center for Entrepreneurs (MCE) is thrilled to announce the official launch of CHUH, a bold new matcha latte brand developed by SmartLaunch participant Andrew Schundler. With its unique, shelf-stable formulation and clean ingredient list, CHUH is now available online and in select retail stores throughout Maine.
MCE’s SmartLaunch for CPG in partnership with FocusMaine is a targeted accelerator program designed to help emerging food and beverage companies strategically assess and prepare for successful product launches in the consumer packaged goods (CPG) sector. Currently part of the SmartLaunch program, CHUH represents a new wave of Maine-born consumer brands rooted in health, flavor, and sustainability. Each can is crafted with ceremonial-grade matcha and flavored with organic ingredients like blueberry and spiced vanilla—offering a fresh, vibrant take on functional beverages.
“We’re incredibly excited to support Andrew and the CHUH team as they take this leap,” said MCE Food Programs Manager Naomi Neville. “SmartLaunch was designed to accelerate high-potential startups, and CHUH is a great example of the kind of innovation and entrepreneurial energy coming out of Maine right now.”
CHUH’s debut builds on Andrew’s momentum following a strong showing at the Dirigo Labs Fall 2025 incubator, where he earned third place at Demo Day. The product’s mission is simple: deliver great-tasting matcha with “only the good stuff”—no grassy aftertaste, no artificial ingredients.
As CHUH continues to grow, MCE remains committed to helping the company scale production, expand retail presence, and reach more customers who crave better energy, without the crash.
To learn more or place an order, visit www.chuhmatcha.com.
About the Maine Center for Entrepreneurs
Founded in 1997, the Maine Center for Entrepreneurs (MCE) helps Maine’s most promising start-ups launch and grow through world-class mentoring, targeted curriculum, and a rich network of industry experts and business leaders. Our focus is to accelerate companies with scalable, innovative products and services, helping to build a thriving Maine economy.
Media Contact:
Elissa Pike English
Integrated Marketing, Systems & Operations Specialist
eenglish@mced.biz
