This episode examines how PerfectTed has introduced ceremonial-grade matcha to the mainstream UK market, covering product origins, retail strategy, lessons from Dragon's Den, and building a challenger brand in the FMCG sector. The conversation touches on the history of matcha, the reality of category management, and making niche products accessible to a wide consumer audience.
PerfectTed (www.perfectted.com)-
Sold in major retailers including Tesco, Sainsbury’s, Holland & Barrett, Planet Organic, and Ocado.
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Stocked nationally in coffee chains: Joe & the Juice, Black Sheep Coffee, and Café Nero.
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Product range covers organic, ceremonial-grade matcha powders and sparkling matcha energy drinks (with three flavours, including Great Taste award winner).
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Sourced from single-origin growers in Japan, using young, shade-grown leaves.
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Every batch is handpicked, stone-ground, vegan, gluten-free, organic, and non-GMO, with 68mg caffeine per serving.
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The brand was featured on Dragon's Den in 2022, receiving investment offers from all five Dragons and accepting Steven Bartlett’s offer. Full episode on YouTube (https://www.youtube.com/watch?v=Wpwc1GqehZU) and Stephen Bartlett's follow up video (https://www.youtube.com/watch?v=DCcDNArBASw).
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Co-founder Marisa brought her personal focus on ADHD and anxiety to the energy drink formula, aiming for clean energy without jitters or crashes.
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00:00—Opening
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00:59—Introduction to Shani, her career move, and the PerfectTed mission
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02:34—History and basics of matcha; ceremonial vs. lower grades
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05:00—PerfectTed’s retail and coffee chain distribution
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08:30—Sales career progression and negotiation insight
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11:00—Dragon’s Den: pitch day and investment outcome
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