PerfectTed
PerfectTed presentation
PerfectTed launched in 2021 with a clear mission: to prove that energy drinks don’t have to compromise your health. Founded by Marisa Poster alongside brothers Teddie and Levi Levenfiche, this London-based brand has become Europe’s fastest-growing matcha energy drink company, reaching over 3,500 retail locations in just three years.
From Personal Challenge to Market Disruption
The brand’s origin story is deeply personal. Marisa, managing ADHD and anxiety during her studies at Imperial College Business School, discovered that traditional coffee and energy drinks left her with debilitating jitters and crashes. When she switched to matcha, everything changed—sustained energy without the negative side effects became her reality.
Relocating to the UK in 2020, she noticed a glaring gap: quality matcha products were scarce, and the energy drink market felt exclusionary with its hypermasculine branding. PerfectTed was born to fill this void, creating an inclusive alternative that prioritises both function and wellbeing.
Dragons’ Den Success and Rapid Growth
In March 2023, Marisa and Teddie appeared on BBC’s Dragons’ Den and made history. They received offers from all five Dragons, ultimately partnering with Steven Bartlett and Peter Jones for £50,000. The exposure catapulted them from £7,000 in monthly sales to over £1 million within two years.
Today, PerfectTed has achieved a remarkable 5,000% growth rate and recently secured a £140 million valuation—making it the most successful Dragons’ Den venture to date. The brand now generates projected annual revenues exceeding £12 million.
Premium Matcha, Proven Results
What sets PerfectTed apart is their uncompromising commitment to quality:
- Ceremonial grade matcha sourced exclusively from Uji, Japan—the region renowned for producing the world’s finest matcha
- 80mg of naturally occurring caffeine per 250ml can, delivering 4-6 hours of sustained energy
- High L-theanine content for focus without jitters
- Real fruit flavours including Apple Raspberry, Juicy Peach, and Pear Ginger
Beyond Energy Drinks
PerfectTed’s product range extends beyond ready-to-drink cans. Their ceremonial grade matcha powder and convenient Matcha Latte RTD cans have made them the exclusive matcha partner for Joe & The Juice and Blank Street Coffee globally. With distribution across Tesco, Waitrose, and Holland & Barrett, they’re making premium matcha accessible to everyone seeking natural, sustained energy.
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Matcha produced by PerfectTed
PerfectTed Product Range
PerfectTed offers a strategically curated selection of matcha products designed to cater to different consumer preferences and energy needs. Their product lineup demonstrates a sophisticated understanding of matcha grades and caffeine optimization.
Core Matcha Products
Ceremonial Grade Matcha Powder serves as their flagship product, delivering approximately 35mg of caffeine per gram (1/2 teaspoon serving). This represents the highest quality matcha grade, sourced from ichibancha (first flush) leaves harvested in early spring from Uji, Japan.
Flavored Matcha Powders utilize a high-quality “latte grade” matcha base, providing approximately 43mg of caffeine per 5g serving (1 teaspoon). These products strategically employ matcha from slightly later harvests, creating a bolder flavor profile that harmonizes effectively with additional ingredients while maintaining quality standards.
Ready-to-Drink Solutions
Matcha Lattes (Ready-to-Drink) deliver approximately 60mg of caffeine per can, positioning them as a healthier alternative to traditional energy drinks. These convenient options target consumers seeking sustained energy without the typical crash associated with conventional caffeinated beverages.
Nespresso Pods contain approximately 51mg of caffeine per pod, bringing traditional matcha preparation into the modern coffee pod ecosystem. This innovation makes ceremonial-quality matcha accessible to busy consumers who value convenience without compromising on quality.
Strategic Caffeine Calibration
PerfectTed’s caffeine matrix demonstrates careful product development, offering a spectrum from zen-like focus to energizing buzz. Their approach caters to matcha purists seeking traditional benefits alongside energy-drink consumers wanting healthier alternatives. All products emphasize sustained, focused energy delivery through matcha’s unique combination of caffeine and L-theanine (amino acid responsible for calming effects).
History of PerfectTed
PerfectTed emerged in 2021 as more than just another matcha brand – it represents a carefully crafted narrative of health, energy, and entrepreneurial vision. Founded by Marisa Poster and brothers Teddie and Levi Levenfiche, the company was born from Poster’s personal experience using matcha to manage ADHD, bringing authentic storytelling to their brand foundation.
The founders didn’t just stumble into success; they executed a meticulously planned strategy that transformed a niche product into a mainstream phenomenon. Marisa Poster brought the authentic health narrative, while the Levenfiche brothers injected entrepreneurial drive and operational expertise to build what would become a matcha empire.
Their matcha sourcing strategy centers on Uji, Japan, a region renowned for its unique microclimate of misty hills and mineral-rich soil. This terroir produces matcha with an unparalleled symphony of sweetness, umami depth, and subtle astringency. PerfectTed primarily champions ceremonial grade matcha while strategically employing high-quality latte grade in their flavored powders and ready-to-drink products.
The company’s harvesting approach emphasizes ethical farm alliances with direct relationships to farms in Uji’s verdant hills. Their sourcing focuses on traditional shading techniques, where tea plants are cloaked under bamboo mats for 3-4 weeks before harvest. This ancient practice supercharges chlorophyll production and boosts L-theanine levels, the amino acid responsible for matcha’s calming, focus-enhancing effects.
PerfectTed prioritizes ichibancha (first flush) leaves harvested in early spring for their ceremonial grade matcha, while later harvests like nibancha (second flush) contribute to their flavored powders and lattes. Their products undergo rigorous testing for radiation and heavy metals, maintaining their commitment to safety and quality while being vegan and gluten-free.
The company’s strategic caffeine calibration allows them to serve a spectrum of consumers, from matcha purists seeking zen-like focus to energy-drink enthusiasts craving a healthier alternative. Their product range spans from ceremonial grade powder with 35mg caffeine per gram to ready-to-drink lattes containing 60mg per can.
5 events from PerfectTed's history
January 2021
PerfectTed Founded
Marisa Poster, motivated by her personal experience using matcha to manage ADHD, partners with entrepreneurial brothers Teddie and Levi Levenfiche to establish PerfectTed. The company begins with £9,000 in monthly revenue, focusing on premium matcha sourced from Uji, Japan.
February 2023
Dragon's Den Investment Success
PerfectTed appears on Dragon’s Den in early 2023, securing £50,000 from Steven Bartlett for 5% equity, valuing the company at £1 million. This calculated gambit represents a pivotal moment in their growth strategy, bringing both capital and mentorship from a prominent entrepreneur.
June 2023
Major Follow-on Investment
Steven Bartlett invests an additional £1 million in PerfectTed, demonstrating his confidence in the founders’ vision and execution capabilities. Bartlett actively mentors the team, lending his social media expertise and brand-building acumen to accelerate their growth.
September 2023
Major Retail Expansion
PerfectTed secures distribution deals with major UK retailers including Tesco, Waitrose, and Holland & Barrett, transforming from a niche online brand to a mainstream retail presence. This expansion represents a crucial step in their market penetration strategy.
January 2024
International Expansion to Ireland
The company expands into Ireland as part of their meticulously planned global conquest strategy. By this time, PerfectTed has grown from £9,000 monthly revenue to a projected $37.5 million annually, demonstrating remarkable scaling in just three years.
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Frequent questions
Find below some answers to the most common questions about PerfectTed.
What's the difference between PerfectTed's ceremonial grade matcha powder and their flavored matcha powders in terms of caffeine content?
PerfectTed’s ceremonial grade matcha powder contains approximately 35mg of caffeine per gram (about 1/2 teaspoon), while their flavored matcha powders pack about 43mg per 5g serving (1 teaspoon). The flavored powders use what PerfectTed calls latte grade matcha, which comes from slightly later harvests and delivers a bolder flavor profile that pairs well with other ingredients.
This means you’ll get more caffeine per serving with the flavored varieties, making them ideal for those seeking sustained energy without jitters, while the ceremonial grade offers a more traditional, zen-like focus experience.
How did Steven Bartlett's investment impact PerfectTed's growth after Dragon's Den?
Steven Bartlett’s involvement transformed PerfectTed from a promising startup into a matcha powerhouse. After securing £50,000 for 5% equity on Dragon’s Den in early 2023, Bartlett invested an additional £1 million and became an active mentor to founders Marisa Poster and the Levenfiche brothers.
- Revenue exploded from £9,000 monthly in 2021 to a projected $37.5 million annually
- Products expanded into major UK retailers including Tesco, Waitrose, and Holland & Barrett
- International expansion launched into Ireland
- Bartlett’s social media expertise and brand-building acumen accelerated their mainstream breakthrough
Why does PerfectTed source their matcha specifically from Uji, Japan?
PerfectTed sources from Uji, Japan because this region represents the terroir of matcha – a unique microclimate with misty hills and mineral-rich soil that creates an unparalleled flavor profile. Uji’s centuries-old tradition produces matcha with a distinctive symphony of sweetness, umami depth, and subtle astringency that mass-market alternatives simply cannot replicate.
The company maintains direct relationships with ethical farms in Uji’s verdant hills, ensuring their matcha comes from plants shaded under traditional bamboo mats for 3-4 weeks before harvest. This ancient technique supercharges chlorophyll production and boosts L-theanine levels – the amino acid responsible for matcha’s calming, focus-enhancing effects that PerfectTed customers seek.
What's the caffeine difference between PerfectTed's ready-to-drink matcha lattes and their Nespresso pods?
PerfectTed’s ready-to-drink matcha lattes contain approximately 60mg of caffeine per can, while their Nespresso pods deliver about 51mg per pod. This strategic caffeine calibration allows the brand to serve different consumption moments – the RTD cans provide a stronger energy boost for on-the-go situations, while the Nespresso pods offer a more moderate caffeine hit perfect for home brewing.
Both products use PerfectTed’s high-quality latte grade matcha, designed to harmonize with other ingredients while maintaining the sustained energy release that sets matcha apart from coffee’s typical crash-and-burn cycle.
How did Marisa Poster's personal ADHD experience influence PerfectTed's product development?
Marisa Poster’s personal journey using matcha to manage her ADHD became the authentic foundation of PerfectTed’s brand story. Her experience with matcha’s unique combination of caffeine and L-theanine – providing sustained focus without jitters or crashes – directly shaped the company’s emphasis on sustained, focused energy rather than just another caffeine product.
This personal connection drives PerfectTed’s commitment to sourcing high-quality ichibancha (first flush) leaves from Uji farms, ensuring maximum L-theanine content. The result is a product line specifically calibrated for consumers seeking mental clarity and sustained concentration, reflecting Poster’s own needs and those of the growing community discovering matcha’s cognitive benefits.
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