Friday 3 March 2023
PerfectTed (www.perfectted.com) is led by entrepreneurs, housemates and best friends, Marisa Poster and brothers Teddie and Levi Levenfiche. Together they created Europe's first matcha green tea-powered canned energy drink, which is launched into 1200 Tesco stores on the 27th February in single cans (RRP from £1.75) [also included in the Tesco Meal Deal] and on the 13th March in new four-can multipacks (RRP £6.00). 2023 also sees the ambitious trio take on the Dragons' Den, with their episode airing on Thursday, 2nd March 2023. Watch now on iPlayer catchup, tune in at 43:45 to get right to the pitch.
Despite battling difficult conditions, the team had just five days to prepare, and Teddie was dealing with a nasty bout of glandular fever, PerfectTed relished their time on Dragons' Den. We see the university friends, roommates and now business partners, Marisa and Teddie build up their positive energy to take on the Dragons. Marisa says, “There's a massive opportunity in the natural energy drinks sector, and we want to ride the wave and be at the forefront”. The young friends, both aged 25, began by asking for £50,000 for a 5% stake in their business.
Chief Energy Officer, Marisa took on the pitch, “For years I've struggled with ADHD and anxiety, which was particularly challenging while studying at university in the US. I would consume copious amounts of coffee and energy drinks to help me get through the long study days. But the caffeine gave me jitters, crashes and exacerbated by anxiety symptoms. That's when I discovered matcha, a powdered Japanese green tea that offers slow-release energy. I was hooked, so naturally I recommended it to everyone, including Teddie who at the time was studying to go to law school.”
Teddie adds, “We found a massive barrier for people switching to matcha was its umami flavour and the time it took to prepare. So, when Marisa moved to London last year, we quit our jobs in finance and created an on-the-go solution – the UK's first matcha-powered energy drinks flavoured with real fruit, so that everyone else could feel as amazing as we did. Our drinks will keep you energised for twice as long, improve your focus and give you the antioxidants you need to look as young as Steven” …Cue lots of protests from the Dragons!
Teddie continues, “We launched the brand last year”, Marisa explains, “and in just seven months we've landed on shelves across 450 Holland & Barrett stores nationwide, Planet Organic, and excitingly, have a grocery listing in the US. We hope you'll join us on this journey of fuelling happy feelings.”
We see the Dragons try the drinks, Marisa also showcases PerfectTed's ceremonial grade matcha powder, from Uji Japan. Steven Bartlett is the first to tee off questions, discovering the pair's young age and questioning their funding. To date £245,000 investment has been raised, £120,000 in director's loans and £125,000 in family loans. Marisa explains their long-term goal to Steven, “We hope to become a household brand across several different countries, especially the UK.”
Deborah Meaden and the Dragons have seen the huge rise in the number of kombucha brands, and with Deborah even getting her kombucha from her milkman, she asks the team why she would switch to matcha; Marisa explains, “You would probably try it as a complement because kombucha targets different things. For matcha, we're specifically looking to the benefits of caffeine and L-theanine and how it's able to enhance mental cognition and give you energy for a longer period of time than coffee or other energy drinks, as well as for that antioxidant boost.”
Sara Davies comments, “I have sampled in detail all of these drinks and can confirm, I categorically like all three of them … You've come in here with an absolutely brilliant product. You two are fantastic and I think if there was ever a case study on how to come into the Den and knock it out of the park, you would absolutely epitomise that.”
Steven Bartlett adds, “Once in a while you have entrepreneurs come into the Den that you just have a huge degree of admiration for, and the journey you're on as young entrepreneurs is a similar journey that I've been on as well.”
Four Dragons decided to offer all of the money for 10% of the business, Deborah undercut with an offer of £50,000 for 7.5% of the business. Overwhelmed by the positive feedback, Teddie says, “I grew up watching the show and I said to my dad that one day I would be on the show.” Steven retorted, “Same!”. After their clean sweep and a chat at the wall, PerfectTed accepted offers from Steven Bartlett and Peter Jones for 5% each for £25,000 each.
Co-Founder Marisa Poster comments, “Being chosen to be featured on Dragons' Den early into our journey as a business, and ultimately securing five offers, high-profile investment and mentorship is testament to the crucial need that PerfectTed fulfils; the exposure is timed perfectly with our launch to 1,200 Tesco stores, and the iconic Tesco Meal Deal, making our natural energy readily accessible nationwide and marking yet more rapid growth for our business. In just 16 months, PerfectTed has gained listings in 3,000 distribution points, launched in nine countries, and is set to replace nearly 3.5 million unhealthy energy drinks per year with natural energy, powered by matcha. We're so grateful for the incredible support we've received from family, friends, and fans of PerfectTed.”
Dragon Steven Bartlett says, "I'm thrilled to support this incredible product and its visionary creators as they revolutionise the beverage industry with their unique blend of matcha and energy-boosting ingredients. PerfectTed is more than just a drink, it's a symbol of what can be achieved with creativity, determination, and a willingness to take risks. I am excited to see where this journey takes them and proud to be a part of their success story.”
View the episode online: https://www.bbc.co.uk/iplayer/episode/m001jnkg/dragons-den-series-20-episode-9