PerfectTed, the UK-based matcha brand, sat down with co-founder Marisa Poster on June 12 2026 to discuss the company’s growth and its place in the energy-drink market.
The brand’s visual identity revolves around a vivid green shade, Pantone 2256C, which appears on cans, office walls and even staff wardrobes. Poster says, “I’m biased, but it’s the perfect green: deeply on-brand and slightly predictable, but I’m okay with that.”
When asked about a second favourite colour, Poster answered “blue,” noting it reminds her of her mother’s blue eyes, a personal touch that holds sentimental value after her mother’s death in October 2025.
Wellness philosophy meets CPG execution
Poster describes PerfectTed as a wellness brand viewed through a consumer-packaged-goods lens. She explains that her own ADHD experience led her to seek a steadier source of focus than coffee, which often caused anxiety.
“Matcha gave me a more balanced, sustained lift,” she said, adding that the brand’s mission is to offer wellness that is neither perfect nor restrictive. The product line includes ceremonial-grade matcha, flavored blends, pods and indulgent options, aiming to satisfy taste and health together.
From a business standpoint, PerfectTed operates like a traditional CPG company. The focus is on scaling through retail, foodservice, convenience and hospitality channels, rather than limiting sales to specialty wellness stores.
Scaling hurdles and market response
One of the biggest obstacles has been the founders’ lack of prior drinks-industry experience. Poster noted that they had to learn sourcing, production, retail, logistics, hiring and fundraising on the fly.
Operational issues compounded the learning curve. Production hiccups, supply-chain disruptions and a surge in demand after a Dragons’ Den appearance forced the team to pack orders in warehouses while constantly firefighting.
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Poster has been open about her ADHD and periods of depression, saying that leading a rapidly growing company while managing personal wellbeing presented challenges no one really prepares you for.
For consumers, the brand’s story offers a relatable narrative: a founder who turned a personal health need into a product line, with her journey printed on every can. This authenticity helps differentiate PerfectTed in a market where shoppers increasingly distrust manufactured brand stories.
Poster sees a sizable shift toward functional, healthier energy sources. She points out that while coffee dominates daily consumption, many still have not tried matcha, leaving room for growth across drinks, powders, foodservice and ready-to-drink formats.
Internationally, PerfectTed has a presence in the UK, EMEA and Australia and is sold in more than 50-plus countries. However, the United States remains largely untapped, representing a major expansion opportunity.
Future plans and opportunities
The company’s core customers started out as health-conscious Gen Z and Millennial consumers looking for a better source of energy, particularly women. Over time, the customer base has become much broader, with a desire for sustained energy and focus without the jitters and crashes often associated with coffee or traditional energy drinks.
PerfectTed wants to build the world’s leading matcha brand, and the company believes it is still in the very early chapters of that journey. The brand’s NPD philosophy is simple: copy what customers are already hacking themselves, and the best ideas often come directly from the community if you’re paying attention.
The company is excited about its revamped Matcha Energy range, which features four sparkling, fruity, no-added-sugar flavors, each powered by 80mg of natural caffeine and 80mg of L-theanine from matcha for a smoother energy experience. PerfectTed is moving towards a matcha-first energy platform, reflecting its belief that the energy category can be bigger than extreme sports, black cans, and products designed almost exclusively for men.