A healthy energy drink brand that secured investment on the BBC’s Dragons’ Den just two years ago has become the show’s most lucrative success story, reaching a valuation of £140 million.
PerfectTed, founded by Marisa Poster and Teddie Levenfiche, has grown from a student start-up into Europe’s leading matcha-based energy drink company — and now stands as the largest supplier of matcha products in the region.
The company’s valuation soared following new investment from venture capital firm Felix Capital, taking the business from a 2023 Dragons’ Den debut to a global brand stocked in over 30,000 stores across 50 countries.
When Poster and Levenfiche appeared on Dragons’ Den in 2023, both were just 25 years old. Their pitch impressed the investors, with Steven Bartlett and Peter Jones jointly taking a 5% stake for £50,000.
At the time, the business had already raised £125,000 from family and invested £250,000 of their own savings to get started. Their all-natural, matcha-based energy drinks were positioned as a clean alternative to caffeine-heavy brands like Red Bull — a fast-growing niche in the wellness drinks market.
Two years on, PerfectTed has exceeded even the dragons’ expectations, delivering the best returns in the show’s 20-year history. The company reported £30 million in projected annual revenue earlier this year, and is now targeting £100 million in the near term.
“This is more than just an investment — it’s fuel for our mission to make matcha accessible to everyone,” co-founder Marisa Poster told The Grocer.
PerfectTed’s rapid ascent has been fuelled in part by Bartlett’s own venture fund, Flight Fund, which helped the business scale production and secure international distribution deals.
Since appearing on the show, PerfectTed has launched an expanded range including matcha lattes, flavoured powders and coffee machine pods, establishing itself as a multi-category beverage brand.
The brand’s drinks are now stocked in major retailers including Waitrose, Holland & Barrett, Whole Foods, and Tesco, and are served through high street café chains such as Caffè Nero and Joe & The Juice.
The company’s 2024 recognition on the FEBE Growth 100 list — highlighting businesses achieving over 500% year-on-year growth — confirmed its position among Britain’s fastest-growing start-ups.
Founded in 2021, PerfectTed has gone from two friends’ £250,000 savings to an internationally recognised brand in just four years. It now aims to become the world’s first billion-dollar matcha company, leveraging growing consumer demand for natural energy drinks and functional wellness products.
PerfectTed’s founders say their mission is to “modernise energy” by focusing on clean ingredients and authentic matcha sourced from Japan. Their success reflects a wider shift among consumers seeking healthier, plant-based energy alternatives.
PerfectTed’s trajectory sets a new record for Dragons’ Den — surpassing all previous investments in both growth and valuation.
While earlier success stories such as Levi Roots’ Reggae Reggae Sauce (backed in 2007) transformed homegrown entrepreneurs into household names, PerfectTed’s £140m valuation demonstrates the global potential of next-generation wellness brands.
The show has also famously passed on future giants such as BrewDog, Gousto, and Pasta Evangelists, making PerfectTed’s journey a reminder of the unpredictable power of start-up storytelling — and a sign that the next consumer powerhouse can come from anywhere, even a TV pitch.
