After meeting at University in the USA years before, founders Marisa Poster, Teddie Levenfiche and Levi Levenfiche set out on a mission to make matcha accessible in both format and flavour to everyone, with a purpose to spread positive energy. It started with a simple founder insight (there was barely any great matcha to be found), a big leap of faith, and a lot of kitchen experimenting. We launched on Kickstarter, then a supplier setback forced a pivot from our original concept of canned matcha lattes - and that pivot became our Matcha Energy Drinks!

Gaining our first listings in Planet Organic and Holland & Barrett, and securing a spot in the Tesco Meal Deal; PerfectTed grew from “small but mighty” into a brand people actively searched for. Behind the scenes, we filmed Dragons’ Den, No.1 employee, Shani, joined as Head of Sales, and we moved from the dining room into our first-ever office in Queen’s Park! Driven by community, word of mouth, and a new kind of energy experience.

Our Dragons’ Den moment changed everything - with offers from all five dragons and investment from Steven Bartlett. This last-minute opportunity was crucial in moving matcha from the “niche” they were once told to the cult-following it now is, and PerfectTed became a genuine category-shifter. With nationwide Tesco listings (including the Meal Deal across 1,200 stores) and a global launch with Joe & The Juice, we turned “matcha energy” into an everyday pick-me-up.

We kept expanding distribution, product innovation, and brand presence - making matcha easier to understand, easier to buy, and easier to love. With refreshed packaging and new drops, we kept widening the ways people could find their PerfectTed moment.

We levelled up from “new favourite” to real-world reach. On the product side, we expanded beyond the at-home ritual into more grab-and-go moments:

• Flavoured Matcha Lattes rolling into Tesco, Waitrose, and Holland & Barrett
• Continued category leadership in grocery matcha, with a reported 55% UK grocery matcha share (IRI via Northstar, 2025, Major Multiples CC Tea Market Report, 52 WK ending 02 Nov 2025)
• Ranked #1 Fastest-Growing Retail Brand in the United Kingdom (Orsea Executive Search, Aug 2025, Retail Index (Top 100))
• New flavoured powder drops, including the Viral Blueberry Matcha Latte powder that’s now available for at-home rituals

We’re growing the team, moving into a new HQ built for what’s next, and keeping the innovation coming (hello, Hojicha). We’re also testing new ways to show up in new markets like Australia - so more people can tap into better energy, wherever they are!