MatchaBar is launching Hustle branding for all its canned and bottled beverages, alongside the introduction of new matcha energy drink flavours.
Hustle is a line of no-sugar-added matcha energy drinks that feature fruit juice. Three flavours are available – peach, mint, and lemon and lime – with plans for expansion this spring.
“Similar to what happened in the dairy industry with soy, almond and oat milks, it’s exciting to be at the forefront of our category as plant-based options disrupt the energy drink market,” said MatchaBar co-founder and president, Max Fortgang.
The rebrand and expansion of Hustle is accompanied by a celebrity-backed campaign called ‘New Decade, New Hustle’ featuring Billie Eilish and Diplo.
MatchaBar was founded in New York as a café by brothers Max and Graham Fortgang. In 2016, they launched ready-to-drink, bottled versions of MatchaBar’s beverages.
In 2018, the brand secured $8 million in a Series A funding round and launched Hustle plant-based matcha energy drinks.
“Your Hustle isn’t just your nine to five, it’s what makes you smile. People need energy to fuel their passion and energize their day-to-day, but also when it’s time to unwind and experience all that life has to offer,” said MatchaBar co-founder and CEO, Graham Fortgang.
© FoodBev Media Ltd 2022
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