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Why we invested in MatchaBar

We’re excited to announce that we’ve invested in MatchaBar, a Brooklyn-based company founded by brothers Graham and Max Fortgang. A growing number of people are pursuing lives in which working hard and having a healthy lifestyle are no longer mutually exclusive, and the combination of these two endeavors is what Graham and Max define as the new pursuit of happiness.


While we all work hard in the pursuit of happiness, the problem is that oftentimes it’s not easy to sustain the effort in getting there, but that’s where matcha comes in. Most of us have heard of matcha - powdered green tea that tastes great in a latte or looks good on your Instagram feed - but few of us have been able to harness its impressively healthy and utilitarian properties on a daily basis as it’s been relegated to a once in awhile treat rather than part of our daily toolkit.





To solve this problem, Graham and Max founded MatchaBar. Years ago they noticed this growing trend of working hard while maintaining a healthy lifestyle, and believed that matcha could be the catalyst for sustaining this way of living on a daily basis. Thus they set out to change matcha from a sporadic indulgence into a repeatable and dependable source of fuel.


Out of the numerous healthy beverage options on the shelf, why is matcha such a strong contender for the best one? From its many health benefits, the answer boils down to three key components:


Antioxidants: Matcha packs more antioxidants than almost any other food source. One cup of matcha has 10x more antioxidants than a cup of green tea, and has an antioxidant content that is leaps and bounds ahead of other foods such as blueberries and pomegranates.

L-theanine: This is an amino acid typically found in tea that promotes relaxation and stress-relief.

Caffeine: Compared to steeped tea leaves, matcha has higher levels of caffeine as it contains the entire ground leaf. Because its caffeine is in powder form, once consumed it is actually released gradually over many hours as opposed to all at once. This provides a gradual, extended dose of energy throughout the day, which enables longer periods of productivity.



Compared to the other options consumers are faced with, it’s easy to see why matcha is such a compelling choice. With sales of traditional energy drinks starting to plateau, and sales of natural energy drinks continuing to accelerate, it’s becoming clear that over the next few years this new class of beverages will command a significant market share of an industry already worth over $50B USD globally.


Driving this shift in the energy drink market are the consumers looking for healthier alternatives to the products that power their lives. It’s becoming increasingly common for people to tack on several side gigs to their core jobs, or to fashion careers out of multiple side hustles. We believe that healthy and effective options like MatchaBar will become a staple in the daily lives of these consumers, and give them the fuel to put in the hard work required to reach their goals.



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