PerfectTed introduces a novel form of caffeine burst.
PerfectTed, a matcha energy drink brand, was faced with a tough choice following its appearance on the popular BBC show Dragons’ Den, when it received a raft of proposals from potential investors. Which dragon has the potential to propel their brand onto UK store shelves?
When it comes to the thought process that went into developing the brand, New Food had some questions of its own. What is the market gap that it fills? Why should I convert to matcha instead of continuing to use coffee or other popular energy drinks? And what actually happens in the background when you present a novel beverage to five shrewd investors?
Taking on the role of a dragon, Grace Galler requested an updated business presentation from PerfectTed’s co-founder Teddie Levenfiche in order to gauge the company’s progress since the 2022 filming of the well-liked TV series.
What is the background of PerfectTed?
Teddie Levenfiche (TL): The goal of PerfectTed is to disseminate happy vibes. Additionally, we are the company behind the first matcha-powered energy drinks in Europe.
Growing up, my co-founder Marissa Poster experienced anxiety and ADHD, and she discovered that coffee and energy drinks significantly worsened her symptoms. However, she discovered that switching to matcha gave her more sustained energy without jitters, crashes, or worry, and it didn’t make her issues worse.
I was hooked by her. We soon discovered that it was a better caffeine source that also gave us access to other incredible health advantages like vitamins and antioxidants. We were residing in the US when we debuted, with me in LA where matcha was quite popular and Marissa in New York. After returning to the UK, we realized a huge potential to help people by giving them access to a source of caffeine that we personally used.
What distinguishes PerfectTed from other matcha beverages?
PerfectTed is an energy drink made with matcha. There are three waves to our way of thinking about the energy category. Energy provision at any costs was the goal of the first wave, which was coined by companies like Red Bull and Monster. The second wave consisted of natural energy drinks, which use natural components to provide the same kind of energy.
The third wave is represented by PerfectTed. Since consumers now consider natural ingredients to be standard, our attention is on improving the energy boost we can provide them with—that is, one that lasts longer and doesn’t cause crashes or other undesirable side effects like those found in other energy drinks.
Since Japan is where matcha is mainly cultivated, how do you get your components to guarantee authenticity?
By working directly with Japanese farms, we eliminate all intermediaries. We put it in the most widely available packaging imaginable—a can—and we have complete control over its sustainability and quality.
People adore matcha, but oftentimes the hassle of making it keeps them from drinking it. We’ve managed to remove that obstacle and make it simple for consumers to obtain the beverage by just cracking open the can.
In 2023, how accessible is PerfectTed for customers in the UK?
A Perfect Ted is always within half a mile of you, most often less. We may be found in 1200 Tesco locations, as well as at sushi counters, Planet Organic, Holland and Barratt, and Marks & Spencer.
Our early entry into the industry came from supplying companies like Facebook, Google, LinkedIn, and Amazon. Businesses would really approach us and say, “Hey, we’re giving our employees too much energy right now, which is causing them to crash in the afternoon.” Our goal is to maintain their maximum productivity. Is it possible for us to carry your products? It took off in this way.
Your target market is who?
Everyone. The primary driver of food and beverage product purchases is energy, closely followed by immunity. We meet the needs of both clients.
Our target consumer base consists primarily of people who either cannot or will not tolerate caffeine due to its exacerbation of symptoms.
Why not have a cup of coffee and instead sip a can of PerfectTed?
TL: In terms of energy, matcha has an amino acid called altheine that controls how much caffeine the body absorbs. A cup of coffee contains caffeine, which kicks in instantly and gives you a one- to two-hour energy boost.
Since matcha includes both caffeine and altheine, the caffeine will take 46 hours for your body to absorb. As a result, although you don’t experience the same quick surge, you can feel the effects of caffeine for longer. It has a lot more subtle caffeine flavor. You will never experience the anxiousness and jitters that come with drinking coffee. Our can lasts twice as long as a Red Bull or a small cup of coffee, while having the same amount of caffeine (80 milligrams) in terms of milligrams.
Will PerfectTed change the negative perception associated with energy drinks?
TL: Many people avoid using energy drinks. Some women find energy drink brands like Monster and Red Bull to be overly macho. On the other hand, some professionals in the workforce prefer not to collapse at their desks in the afternoon after consuming these beverages. They are associated with negativity.
How did the PerfectTed pitch on Dragons’ Den go?
It was the largest risk we had ever taken as a company. We are unsure of the Dragons’ reaction or how it will be edited because it is currently airing on national television.
We could have had five to seven million viewers seeing a product be destroyed on national television, but taste is subjective! Fortunately, everything went smoothly. incredibly well. For me, it was an extremely emotional event. I was just trying to get myself all worked up when you saw me in the elevator on the show Boxing the Air!
We had no idea how incredible the response would be following Dragons’ Den. I firmly believe in the team and its purpose. It’s really difficult to build a food and beverage brand rapidly, but I think we have a team in place that can pull that off.
We’ve demonstrated, I believe, that PerfectTed is a widely consumed beverage. The food and beverage sector is home to an incredible group of people who have not only inspired and supported us but also paved the road for us to be able to accomplish what we do.
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What benefits does Steven Bartlett’s presence bring to your beverage company?
Steven Bartlett is one amazing individual. His podcast, “The Diary of a CEO,” helped us get through the first six months of launching the company. We received that push from the individuals he invited as well as the motivational counsel and support he provided.
His crew is really talented, and we now work closely with them. We can make use of specialists in the fields of business, PR, marketing, and social media. It’s also amazing to have Steven serve as both a mentor to us and a spokesperson for the company.
How do you intend to expand PerfectTed internationally?
Our goal is to become the biggest player in natural energy in Europe and the largest matcha brand globally. They are our two key objectives.
In general, we want to spread good vibes. In the end, the product aims to elicit a happy feeling through energy with decreased anxiety, enhanced concentration, and increased output.We’re a group of under-30 individuals that are so excited about our ability to rethink the energy drink industry and establish a new category that will enable people to feel like their best selves.