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.
- Stocked nationally in coffee chains: Joe & the Juice, Black Sheep Coffee, and Café Nero.
- Product range covers organic, ceremonial-grade matcha powders and sparkling matcha energy drinks (with three flavours, including Great Taste award winner).
- Sourced from single-origin growers in Japan, using young, shade-grown leaves.
- Every batch is handpicked, stone-ground, vegan, gluten-free, organic, and non-GMO, with 68mg caffeine per serving.
- 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).
- Co-founder Marisa brought her personal focus on ADHD and anxiety to the energy drink formula, aiming for clean energy without jitters or crashes.
Episode Topics & Timestamps
- 00:00—Opening
- 00:59—Introduction to Shani, her career move, and the PerfectTed mission
- 02:34—History and basics of matcha; ceremonial vs. lower grades
- 05:00—PerfectTed’s retail and coffee chain distribution
- 08:30—Sales career progression and negotiation insight
- 11:00—Dragon’s Den: pitch day and investment outcome
- 12:30—Post-Dragon’s Den impact and rapid growth
- 15:30—Brand identity, consumer niche, and quality promise
- 16:30—Retail trading, innovation, and working with buyers
- 18:00—Consumer education, Instagram trends, and matcha recipes
- 22:00—Product range, taste profiles, and development stories
- 23:30—Purpose, clean energy, and values-driven marketing
- 24:30—Closing thoughts
Key Quotes
“Our mission is spreading positive energy through matcha products.”
“Ceremonial grade is the first flush—the youngest leaves. You get that vibrant green and a sweet umami flavour rather than a bitter, grassy taste.”
“You always have to prioritize quality. We focus on 100% pure ceremonial-grade matcha because if you have a bad experience, you won’t come back.”
“Dragon’s Den was 90 minutes of filming that became 14 minutes of air time. We received all five investor offers and accepted Steven Bartlett’s investment.”
“You won’t be liked by everyone. What makes you special is your niche.”
“Matcha is like coffee—you can have a bad experience, or you can find a quality source and come back forever.”
Listen here on Spotify:
— Run time: 39 minutes
INFORMATION:
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PerfectTed’s website – www.perfectted.com
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Shani Higgs: https://www.linkedin.com/in/shanihiggs/
Ian Jindal: www.linkedin.com/in/ianjindal/
[ ? ] (c) Ian Jindal / www.instagram.com/ianjindal
