Marisa Poster, co-founder of PerfectTed, a matcha products brand, shares insights into the company’s journey and vision. Poster’s personal experience with ADHD and her search for a better energy source led to the creation of PerfectTed. The brand’s signature color, Pantone 2256C, reflects its deep connection to matcha, influencing everything from packaging to office decor and even personal style choices among the team.
A Wellness Brand with CPG Execution
Poster describes PerfectTed as a wellness brand built through a CPG (Consumer Packaged Goods) lens. The brand aims to make healthier energy accessible to a wide audience, offering a range of products from 100% pure ceremonial-grade matcha to flavored blends and indulgent options. This approach ensures that wellness is not about restriction but about balance, catering to diverse consumer preferences. The brand’s philosophy is rooted in the belief that wellness looks different for everyone, and its product range reflects this inclusivity.
The company’s focus on scale and accessibility is evident in its distribution strategy, targeting retail, foodservice, convenience, and hospitality channels. PerfectTed aims to make matcha as mainstream as coffee, believing that healthier energy should be as readily available as any other beverage, breaking free from the confines of specialist wellness stores.
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Challenges and Opportunities
Building PerfectTed from scratch presented numerous challenges, including lack of industry experience, production issues, and supply chain disruptions. The founders had to learn every aspect of the business in real-time, from manufacturing to retail and logistics. Additionally, they faced the task of educating consumers about matcha in a market where it was still relatively niche. The brand’s appearance on Dragons’ Den led to a surge in demand, outpacing its infrastructure, and requiring the team to pack orders in warehouses while managing rapid growth.
Despite these challenges, PerfectTed sees significant opportunities in the growing demand for healthier energy options. With matcha being a versatile ingredient, the brand aims to expand its product range and reach new markets, including the US. The global coffee market’s size highlights the vast potential for matcha’s growth, and PerfectTed is poised to capitalize on this by diversifying its product offerings and entering new markets.
As a founder-led brand, PerfectTed’s success is closely tied to its founders’ personalities and stories. Poster’s authenticity and personal connection to the brand have been key to its resonance with consumers. Her story, printed on every can, emphasizes the brand’s mission and values. However, this also means less separation between the company and its founders, with highs and lows feeling more personal. Poster acknowledges the responsibility of always being on-brand, even during challenging times, while striving to maintain transparency about the realities of entrepreneurship.
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Innovation and Future Plans
Looking ahead, PerfectTed aims to become the go-to matcha brand, making matcha as normal as coffee. With a focus on improving people’s lives and building an incredible team, the brand’s success is measured not just by revenue but by its impact on consumers’ wellbeing. Poster emphasizes that the brand’s ultimate goal is to help people feel more focused, calmer, and healthier, while supporting a strong company culture.
In three to five years, PerfectTed envisions itself as a mainstream brand, with matcha being a commonplace energy choice. The brand’s global presence and product innovation will play a key role in achieving this vision, as it continues to expand and evolve in the wellness and CPG spaces. With a strong foundation in the UK, EMEA, and Australia, and a presence in over 50 countries, PerfectTed is well-positioned to tackle major markets like the US and solidify its leadership in the matcha category.
