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PureChimp started in 2013 when founder Dean Legg began blending matcha in his family kitchen, driven by a simple goal: make authentic Japanese matcha accessible to everyone seeking a healthier alternative to coffee. What began as a small operation has grown into a recognized brand generating £1.75M in annual revenue, yet the commitment to quality and authenticity remains unchanged.
Dean Legg’s journey reflects the brand’s core philosophy—quality over shortcuts. Rather than diluting standards for rapid growth, PureChimp focused on sourcing ceremonial grade matcha directly from Japan, ensuring every batch meets traditional quality benchmarks. This dedication resonates with customers: their products consistently earn ratings above 4.3 stars, with over 15,000 reviews across their range.
The brand offers matcha in practical sizes, from 50g starter packs to 100g options for regular drinkers. Each product maintains ceremonial quality standards while remaining approachable for both matcha newcomers and experienced enthusiasts.
PureChimp keeps ingredients simple: 100% natural, vegan matcha with no additives or fillers. This transparency extends beyond the product itself. As a member of 1% for the Planet, the company commits one percent of revenue to environmental causes, connecting daily wellness choices to broader ecological impact.
The brand positions matcha not as a trendy superfood but as a sustainable lifestyle shift. Customers discover steady energy without the coffee crash, plus the cognitive benefits that have made matcha central to Japanese tea ceremonies for centuries.
Several factors distinguish PureChimp in the competitive matcha marketplace:
The brand’s growth from family kitchen to £1.75M business proves that focusing on authentic quality creates lasting customer relationships. PureChimp doesn’t chase trends or make exaggerated health claims. Instead, they deliver consistent, ceremonial grade matcha that helps people transition from coffee to a calmer, more focused energy source—one cup at a time.
PureChimp offers a diverse selection of matcha products, each designed to meet specific preferences and uses. The brand’s commitment to quality is evident across their entire product line.
The flagship ceremonial grade matcha represents PureChimp’s highest quality offering. This premium matcha features a smooth, rich flavor profile with minimal bitterness, making it ideal for traditional tea ceremonies and pure consumption. The vibrant green color indicates high chlorophyll content, a key quality indicator that reflects proper cultivation and processing methods.
PureChimp has innovated beyond traditional offerings with two distinctive flavored options:
These flavored varieties demonstrate PureChimp’s approach to making matcha accessible to broader audiences while maintaining the core benefits of traditional matcha (抹茶).
Customer feedback consistently highlights the freshness and absence of bitterness in PureChimp’s matcha products. The brand sources authentic Japanese matcha, though specific regional origins within Japan are not detailed in available information. Each product maintains the essential qualities expected from premium matcha, including the characteristic vibrant green color and smooth texture when properly whisked.
PureChimp began its remarkable journey in 2013 when Dean Legg founded the company with a clear vision: to provide natural alternatives in beverages and skincare. The brand’s humble origins trace back to artisanal production in the family kitchen, where Dean Legg crafted the first products with local distribution and an unwavering commitment to healthy, environmentally-friendly offerings.
The early years between 2014 and 2017 marked a sustained growth phase for the company. PureChimp strategically built its online presence while actively participating in local events, steadily increasing brand recognition. During this period, the company expanded its product range to include various matcha varieties and derivative products, responding to growing consumer demand. This sales progression enabled PureChimp to invest in infrastructure improvements and production optimization.
A pivotal transformation occurred from 2018 onwards, as PureChimp consolidated its identity as a committed environmental enterprise. The company’s adherence to the “1% For The Planet” initiative demonstrated profound sustainability commitment, dedicating one percent of annual revenue to environmental causes. Strategic partnerships were established with suppliers sharing similar ethical values, significantly strengthening the brand’s credibility. This period witnessed remarkable financial growth, with revenue reaching £1.75 million.
Since 2021, PureChimp has continued its innovation and diversification trajectory. The company actively explores new markets while expanding its product portfolio to include matcha-based skincare products, addressing the increasing demand for natural and organic alternatives. This diversification reflects the company’s constant adaptation to market evolution and evolving consumer expectations, maintaining its position as a forward-thinking brand in the natural products sector.
Dean Legg establishes PureChimp with a vision to provide natural alternatives in beverages and skincare, beginning with artisanal production in the family kitchen and local distribution focused on healthy, environmentally-friendly products.
PureChimp enters a sustained growth period from 2014-2017, building online presence, participating in local events, and expanding product range to include various matcha varieties and derivative products in response to growing consumer demand.
PureChimp consolidates its identity as an environmentally committed enterprise by joining the ‘1% For The Planet’ initiative, dedicating one percent of annual revenue to environmental causes and establishing partnerships with ethically-aligned suppliers.
The company achieves significant financial growth during this period, reaching annual revenue of £1.75 million, demonstrating the success of its sustainability-focused business model and market positioning.
PureChimp continues innovation trajectory by exploring new markets and expanding product portfolio to include matcha-based skincare products, responding to increasing consumer demand for natural and organic alternatives while adapting to market evolution.
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