MatchaBar raises $8m as celebrity investors get on board

US matcha drinks startup MatchaBar has completed a series A round of funding securing a total of $8m. Following the announcement last year of platinum-selling recording artist Drake’s involvement in the brand, the funding was led by a series of celebrity investors including producer and DJ Diplo and NFL Super Bowl MVP Von Miller.

The new funding will be directed towards expanding the brand’s product line of bottled and canned matcha drinks.

“MatchaBar lives at the heart of culture, which is why we could not be more humbled to have these artists, DJs, athletes, actors bring our mantra of ‘good things come to those who hustle’ to life,” said MatchaBar co-founder Graham Fortgang. “The language of energy is universal, and MatchaBar aims to deliver a better and more natural energy for today’s hustle.

“MatchaBar offers a sustained, focused energy setting it apart from the jolt and crash associated with coffee, espresso and energy drinks that are currently out on the market. Partnering with a family farm in Japan, we source only the finest ceremonial grade matcha to deliver a product that simply works.”

The new round of funding comes just as the brand expands on its offerings with Hustle, a sparkling matcha energy drink. The drink was launched in the US nationwide last month via Whole Foods Market and is intended to offer a more natural, healthier alternative to the current offerings of the energy drink market.

“The key to disrupting the energy category is engaging culture and creating a lifestyle and set of values behind the brand and product. We’ve been building that on the ground for the past four years through our cafés, our activations across the country, and with meaningful partnerships investing in companies and individuals that are defining tomorrow,” MatchaBar co-founder Max Fortgang said. “The hustle is real, and we are thrilled to share our journey as we set to become the next great American energy drink!”

As part of the rollout of the new product, MatchaBar has produced a digital video ad campaign with its celebrity partners and continued ots relationship with Whole Foods Market into a campaign by which customers are able to redeem a free can of Hustle at Whole Foods’ stores.