UPDATE: Introducing SoMATCHAAH! First to Market Premium Matcha Tea Beverage for Non Tea Drinkers

Matchaah Holdings, Inc. (OTC Ticker Symbol MCHA) this week unveils a first-to-market carbonated matcha tea beverage targeting non-tea drinkers and conventional retail channels. Differentiated by bold, all-natural fruit flavors together with carbonation, SoMATCHAAH! is poised for runaway - and rapid - retail success across multiple retail channels.

SoMATCHAAH! arrives in time to take full advantage of the intersection of a number of juggernaut-like retail trends and a massive shift in consumer demand for natural and functional beverages (a $26 Billion industry in the United States) as well as other beverage categories growing at exponential rates including sparkling waters, ready to drink teas and antioxidant-rich beverages.

Industry analysts agree the beverage retail market is experiencing an evolutionary shift toward functional beverages that offer health benefits. Matcha tea, in particular, thanks to its chart topping delivery of antioxidants and a calm alertness, has been earmarked for high growth potential. In fact, Innova Market Insights, the world leader in food and beverage market intelligence, shows matcha tea on an unprecedented growth curve for the past five years, predicting this will continue over the next five. IRI, a world authority in big data and predictive analytics for the beverage industry, points to ready-to-drink teas as a product on a similarly exponential growth timeline to bottled waters, only with the added benefit of being a platform for popular and premium functional additions, such as matcha.

"It's not hard to see the scale or pace of the opportunity," says Paul Henson, chief executive officer, Matcha Holdings, Inc. "Just look at how beverage offerings have changed in convenience stores in the last two years. They're selling $3.00 premium beverages that previously you'd only find in health food stores. Grocery stores are dedicating multiple floor and shelf space locations to flavored sparkling waters. Functional beverages, 'new age' beverages, ready to drink teas - all of these categories are exploding - and it's being driven by consumers who are demanding natural drinks that taste great but which also deliver real health benefits."

SoMATCHAAH! delivers on all of these trends for consumers and retailers. It is the first carbonated product of its kind to combine the chart-topping health benefits of premium Japanese matcha tea with bold, all-natural fruit flavors that consumers already love and seek out at retail. In addition to matcha tea, each can also contains a perfect balance of L-Theanine, nutrients and natural caffeine, offering consumers detoxifying properties, a calm alertness and a natural metabolism boost.

Driven by early demand from key account retail buyers, SoMATCHAAH! has already been selected and picked up by United Natural Foods (UNFI), one of the largest distributors of natural and healthy foods in the United States today. Similar distribution deals were also just finalized with DPI specialty foods and VMC, part of AGW, the country's second largest co-op wholesale grocery distributor, which also selected MATCHAAH! shots. SoMATCHAAH! will be available for wholesale purchase through UNFI by end of March, 2018, through DPI in April and an announcement on timing with VMC is expected soon.

"SoMATCHAAH! couldn't launch at a better time for retailers or their customers," adds Henson. "Just look at what's happening in the market. BAI was acquired for $1.6 Billion last year, major coffee store chains are promoting matcha products in their menu offerings and we just saw the first matcha latte dispensing machines installed for a limited time in Pilot Travel Center stores. There's a seismic shift happening in beverage retail and the opportunity is wide open for category defining products like this that meet multiple consumer needs."

SoMATCHAAH! is available in four exciting, fresh fruit flavors: Lime-Mint, Mango, Raspberry and Pineapple-Coconut. Packaged in sleek, grab and go 12oz cans with matte varnish and spot gloss to quickly spotlight consumer benefits at point of sale, SoMATCHAAH! contains no artificial flavors or preservatives, only natural flavors, uniquely carbonated water and a full serving of premium Japanese matcha tea. The result is an invigorating, effervescent thirst quencher with just the right amount of fruit flavor and all the health benefits of the ancient super food, matcha tea, recognized by experts to deliver an unrivaled calm-alertness.

The introduction of SoMATCHAAH! follows revenue growth for Matchaah Holdings, Inc. in the fourth quarter of 2017 associated with the early introduction of innovative flavored matcha product lines including shots and instant lattes. Its introduction broadens Matchaah's product line offerings across convenience, drug, foodservice and other grab and go convenience channels including airports. In California, Matchaah is currently in discussion with United Natural Foods about placement of SoMATCHAAH! in multiple airports across the state.

For more information on MATCHAAH! brand products visit www.matchaah.com

About Matchaah Holdings, Inc. (www.matchaah.com)
Matchaah Holdings, Inc. (OTC Pink: MCHA) is a publicly traded holding company that owns and operates Matchaah, Inc., owner and distributor of MATCHAAH! branded products. Matchaah, Inc. produces great tasting ready-to-drink and ready-to-mix beverage products that are enhanced with matcha tea. The company has a mission to bring matcha to the masses by innovating in the beverage, snack and solubles categories and by creating convenient, matcha infused versions of beverages in both formats that consumers already love and a variety of exciting and bold new flavors.

About United Natural Foods (www.unfi.com)
For over 40 years, UNFI has delivered healthier food options to more people. The company carries and distributes more than 100,000 products to more than 43,000 customer locations throughout the United States and Canada. UNFI serves a wide variety of sales channels including conventional supermarket chains, natural product superstores, independent retailers, ecommerce and food service. For more information, visit the company's website at www.unfi.com.

About VMC (Valu Merchandisers Company) www.awginc.com
Valu Merchandisers Company (VMC) is a subsidiary of Associated Wholesale Grocers, Inc. based in Kansas City, Kan. The company provides specialty food products to more than half the states in the country, with a growing international retail base including stores in the Caribbean, Central America and South America as well as the Middle East.

About DPI Specialty Foods (www.specialtyfood.com)
DPI Specialty Foods is a leader in the wholesale distribution of specialty goods from around the country and around the world. The company seeks out, sources and distributes the best food products for customers. DPI Specialty Foods distribution covers the U.S. market and offers local, national and international products to customers. Products include Gourmet, Specialty, Natural, Organic, Gluten Free, Local and Ethnic foods in all three temperature ranges.

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