RetailCraft · 2025-11-02 · 40 min
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 ( ) 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 ( ) and Stephen Bartlett's follow up video ( ).
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