MatchaBar

MatchaBar was established in 2014 by brothers Max and Graham Fortgang, who pioneered America's first matcha cafe in Brooklyn, New York. Their journey began as a personal quest for a better energy alternative to coffee while they were students at New York University. This search led them to discover matcha, and they developed a daily ritual around the beverage, appreciating its ability to provide calm, focused energy without the jitters and crash associated with coffee.

The business began by sourcing its own ceremonial grade matcha blend from a family farm in Kagoshima, Japan. The company's primary mission was to introduce and popularize matcha in the United States, positioning it as a superior energy source for a modern, fast-paced lifestyle. The business model initially revolved around its physical cafes in New York and Los Angeles, which served a menu of signature matcha drinks. This direct-to-consumer approach in a cafe setting allowed them to educate customers about matcha's benefits firsthand.

Sensing a larger market opportunity, MatchaBar expanded its operations beyond the cafe walls. In 2016, the company launched a line of ready-to-drink (RTD) bottled iced matcha teas, which gained national distribution through retailers like Whole Foods. This strategic move marked their entry into the consumer-packaged goods sector. A significant evolution in their product line came with the introduction of 'Hustle,' a plant-based canned matcha energy drink, in 2018. The Hustle line was aimed directly at disrupting the conventional energy drink market, which was projected to grow substantially. This product line even attracted celebrity investors and ambassadors like Billie Eilish and Diplo. By early 2022, the 'Hustle' energy drink line was discontinued, though the company continues to sell its ceremonial grade matcha powders and instant latte mixes directly to consumers online.

Keywords: MatchaBar, Max Fortgang, Graham Fortgang, ceremonial grade matcha, matcha cafe, ready-to-drink tea, plant-based energy drink, Hustle energy drink, beverage industry, consumer packaged goods, CPG, direct-to-consumer, e-commerce, natural foods, coffee alternative, functional beverage, New York startup