PerfectTed
PerfectTed is a London-based matcha brand selling ceremonial-grade matcha powders, RTD lattes, healthy energy drinks, and Nespresso pods through 30,000+ stores across 50+ countries, serving health-conscious consumers as a clean-energy alternative to coffee and traditional energy drinks.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What PerfectTed does
PerfectTed is a London-based matcha brand operating under the legal entity Made Beverages Ltd, founded in 2021 by three co-founders (Marisa Poster, Teddie Levenfiche, Levi Levenfiche). The company develops and sells matcha-based functional beverages and powders, with a product portfolio spanning flavoured ceremonial-grade matcha powders (vanilla, blueberry, pistachio, yuzu, peach), ready-to-drink canned oat matcha lattes, sparkling healthy energy drinks (apple raspberry, juicy peach, pear ginger, pineapple yuzu), Nespresso-compatible matcha pods, and accessories. Core technology centres on proprietary formulations combining Japanese Uji-region ceremonial-grade matcha with flavours, L-theanine, and B-vitamins to deliver clean, sustained energy without the crash associated with coffee or synthetic-caffeine energy drinks; all products are vegan, gluten-free, and free from added sugar, artificial sweeteners, and synthetic caffeine.
PerfectTed operates a multi-channel go-to-market combining enterprise field sales through major UK supermarkets (Tesco, Waitrose, Morrisons, M&S, Sainsbury's, with Tesco Meal Deal across 1,200 stores), health food retail (Holland & Barrett, Planet Organic), direct-to-consumer e-commerce on a Shopify storefront with a Subscribe & Save subscription offering (10% discount), a B2B wholesale channel, and a global partnership with Joe & The Juice. Distribution spans 30,000+ stores across 50+ countries. Revenue is generated primarily through unit-priced consumer goods transactions across grocery, health, DTC, and food-service channels.
The company has scaled rapidly, reporting turnover approaching £50m with 812% YoY sales growth as of October 2025, securing 55% UK grocery matcha market share. Capital structure includes angel investment from Steven Bartlett and Peter Jones following a Dragons' Den appearance (March 2023), a £1M follow-on from Bartlett (August 2024), and a £7M Series A led by Felix Capital (October 2025) at a £140M valuation—the highest-valued Dragons' Den investment to date. The company imports approximately a quarter of Japan's matcha output and is expanding internationally, with active market testing in Australia and a new Shoreditch HQ.
PerfectTed firmographics
Firmographics- Name
- PerfectTed
- Legal name
- Made Beverages Ltd
- Website
- https://perfectted.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PerfectTed is a London-based matcha brand selling ceremonial-grade matcha powders, RTD lattes, healthy energy drinks, and Nespresso pods through 30,000+ stores across 50+ countries, serving health-conscious consumers as a clean-energy alternative to coffee and traditional energy drinks.
- Ownership category
- akta.pro rank
PerfectTed industry classification
Industry- Product category
- Functional Beverages
- NAICS
- Soft Drink Manufacturing (312111), Flavoring Syrup and Concentrate Manufacturing (311930)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Caffeinated Functional Beverage Production (Non-Energy) (AFAFAFAG)
- akta.pro secondary industries
- Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB), Powdered & Instant Beverage Mix Manufacturing (Drink Mixes) (AFAFABAL), Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH)
Keywords
Where PerfectTed is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
PerfectTed business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through perfectted.com website with multiple product categories including matcha powders, lattes, energy drinks, and pods. Offers subscription/subscribe and save options with 10% discount.
- Retail/Grocery Sales: Sales through major UK supermarkets and health food retailers including Tesco (including Meal Deal), Waitrose, Morrisons, Marks & Spencer, Sainsbury's, Holland & Barrett, and Planet Organic. Reported 55% UK grocery matcha share.
- Wholesale and B2B: Wholesale channel for retailers and businesses, with dedicated wholesale page on website. Also includes event sampling services for corporate events.
- Global Distribution: International sales through Joe & The Juice partnership and direct shipping to US, Australia, UAE, and EU countries. Sells in over 50 countries globally.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Flavoured Matcha Powders - $12 to $40 |
| Unit Pricing | Pay-as-you-go | Matcha Lattes (Canned) - $10 to $30 |
| Unit Pricing | Pay-as-you-go | Healthy Energy Drinks - $21 to $66 |
| Unit Pricing | Pay-as-you-go | Nespresso Pods - $7 to $14 |
| Subscription | Monthly | Subscription - 10% Discount |
Go-to-market motion5 records
Distribution channels6 records
Marketing channels10 records
PerfectTed product offering
Product offeringCore offering
PerfectTed manufactures and sells a portfolio of ceremonial-grade matcha-based functional beverages and powders for individual consumers. The product line includes flavoured matcha powders for at-home preparation, ready-to-drink canned oat matcha lattes, sparkling healthy energy drinks, and Nespresso-compatible matcha pods, all positioned as clean, crash-free alternatives to coffee and traditional energy drinks.
Product overview
PerfectTed is a UK-based matcha brand offering a portfolio of matcha-based beverages and powders. The product line comprises three core formats: (1) flavoured matcha powders (vanilla, blueberry, pistachio, yuzu, peach, summer berry, hojicha) for at-home preparation; (2) ready-to-drink canned products including Oat Matcha Lattes (vanilla, strawberry) and Healthy Energy drinks (apple raspberry, juicy peach, pear ginger, pineapple yuzu); and (3) Nespresso-compatible matcha pods (original, vanilla, strawberry). The company also sells accessories (whisk, scoop), bundles across categories, and operates a wedding sampling service called PerfectWed. All products are positioned as healthier alternatives to coffee and traditional energy drinks, using ceremonial grade matcha sourced from Japan.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 55% UK grocery matcha market share (IRI via Northstar, 2025)
- +4 more outcomes
Companies that use PerfectTed
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles3 records
PerfectTed technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
PerfectTed partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core and minor.
- Joe & The JuiceflagshipGlobal launch partnership announced in 2023, making PerfectTed matcha products available through Joe & The Juice locations worldwide, significantly expanding international reach.
- TescoflagshipMajor UK supermarket with nationwide listings including the Meal Deal across 1,200 stores. Key retail partner driving significant revenue and brand visibility.
- Waitrose, Morrisons, Marks & Spencer, Sainsbury'scoreAdditional major UK supermarket listings for PerfectTed products, particularly for the flavoured Matcha Latte range expanding into mainstream grocery.
- Holland & BarrettcoreHealth food retailer listing achieved in 2022 as an early validation milestone, positioning PerfectTed as a health-conscious choice before mainstream retail expansion.
- Forest FeastminorProduct collaboration partnership launching Matcha Chocolate Almonds with matcha specialist PerfectTed, combining expertise from both brands.
- buns from homeminorLimited-time collaboration featuring a Matcha-misu bun across all buns from home stores in London (October 4-6), initiated after a fan reached out to the product developer.
- Dragons' Den (BBC)flagshipTV show investment platform that provided massive brand exposure and validation. PerfectTed received offers from all five dragons and investment, with the appearance credited as a crucial turning point in moving matcha from niche to mainstream.
Scale indicators10 records
Recent moves9 records
Expansion highlights6 records
PerfectTed competitors and assessment
Company assessmentDirect peers
- Cuzen Matcha: Cuzen Matcha is a direct competitor offering ceremonial-grade matcha products including powdered matcha and instant matcha blends. Targets the same health-conscious, coffee-alternative consumer with a multi-format product range (powder, RTD) and DTC + retail distribution model that closely mirrors PerfectTed's GTM.
- Encha Organic Matcha: Encha is a direct competitor in premium organic matcha, selling ceremonial-grade matcha powders, lattes, and accessories to health-conscious consumers globally. Operates DTC-first with retail expansion, and shares PerfectTed's positioning around clean energy, calm focus, and coffee alternatives.
- MatchaBar: MatchaBar is a US-based matcha brand offering RTD matcha lattes and functional matcha products with broader grocery distribution. Directly competes for the same at-home and on-the-go matcha occasion, with similar product formats (RTD lattes, powders) and health-conscious positioning.
- Teapigs: Teapigs is a UK premium tea brand sold across major UK supermarkets (Tesco, Waitrose, Sainsbury's) and DTC. Shares PerfectTed's UK grocery multi-format strategy (loose-leaf, RTD, sachets), targeted lifestyle branding, and primary retail channels, and represents the established tea incumbent PerfectTed is disrupting.
Emerging players
- Ippodo Tea Co. Ippodo is a Japanese heritage matcha and loose-leaf tea producer with direct retail and DTC channels. While not a CPG challenger brand like PerfectTed, Ippodo is the closest established matcha specialist serving the same ceremonial-grade consumer with similar flavor-first positioning.
- Olipop: Olipop is a US functional beverage challenger brand with rapid retail expansion and a similar DTC-led, founder-driven brand building approach. While operating in the better-for-you soda category, Olipop demonstrates the comparable consumer demographic, retail multiples playbook, and brand-growth trajectory PerfectTed is executing against in UK/EU grocery.
Broad incumbents
- Celsius Holdings: Celsius is a leading functional energy drink brand with massive US and international distribution and marketing muscle. While not matcha-based, Celsius directly competes in the 'cleaner energy' positioning that PerfectTed's energy drinks target, and represents the kind of incumbent rival that could launch a matcha line into PerfectTed's shelf space.
- Oatly: Oatly is a plant-based beverage brand that has scaled oat-based drinks globally into major grocery multiples. Comparable in positioning (plant-based, premium, health-forward), GT (DTC + retail multiples including Tesco, Waitrose), and category creation playbook to PerfectTed's matcha expansion.
- Liquid Death: Liquid Death is an alternative beverage brand with breakthrough marketing, fast grocery and c-store expansion, and a similar irreverent challenger positioning aimed at Gen Z and Millennial consumers. While in canned water/tea, Liquid Death shares PerfectTed's c-store and mainstream grocery penetration strategy and brand-led growth playbook.
Regional players
- Joe & The Juice: Joe & The Juice is a global juice and coffee bar chain that has a global launch partnership with PerfectTed, serving as a key retail and brand-distribution channel. While primarily a brick-and-mortar competitor in the matcha/coffee/barista space, Joe & The Juice is a meaningful customer-adjacent peer for PerfectTed's foodservice ambition.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
PerfectTed social profiles
Digital presencePerfectTed financial estimates
Financial estimateRevenue estimate
Valuation estimate
PerfectTed leadership team
Management profileNumber of profiles
Profiles4 records
PerfectTed funding detail
Funding detailFunding overview
Funding rounds4 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PerfectTed M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PerfectTed
What does PerfectTed do?
PerfectTed manufactures and sells a portfolio of ceremonial-grade matcha-based functional beverages and powders for individual consumers. The product line includes flavoured matcha powders for at-home preparation, ready-to-drink canned oat matcha lattes, sparkling healthy energy drinks, and Nespresso-compatible matcha pods, all positioned as clean, crash-free alternatives to coffee and traditional energy drinks.
Is PerfectTed a public or private company?
PerfectTed is a private company. It is classified as venture growth investor backed and is currently operating.
When was PerfectTed founded?
PerfectTed was founded in 2021. It employs 1 to 10 people.
Where is PerfectTed based?
PerfectTed is headquartered in London, United Kingdom, in the Europe region.
How does PerfectTed make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail/Grocery Sales, wholesale and B2B and global Distribution.
Who are PerfectTed's main competitors?
Direct peers on record are Cuzen Matcha, Encha Organic Matcha, MatchaBar and Teapigs. Emerging players are Ippodo Tea Co. and Olipop. Broad incumbents are Celsius Holdings, Oatly and Liquid Death. Joe & The Juice is listed as a regional player.
Does PerfectTed have an API?
No public API is recorded for PerfectTed.
What industry is PerfectTed in?
PerfectTed's product category is Functional Beverages. Its primary akta.pro industry code is AFAFAFAG, Caffeinated Functional Beverage Production (Non-Energy), with a secondary code of CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks). Its NAICS code is 312111 and its SIC code is 2090.