PerfectTed’s journey began in 2021 when Teddie Levenfiche, his brother Levi, and Levi’s wife Marisa Poster turned a kitchen table idea into the UK’s leading matcha brand. The trio identified a gap in the market after discovering that high-quality matcha was unavailable in the UK, despite its popularity in Los Angeles and New York where both Teddie and Levi had previously lived.
The co-founders embarked on a direct-to-source supply chain strategy, traveling to Japan to build relationships with farmers. By eliminating intermediaries in the supply chain, they aimed to improve efficiency and transparency for consumers. This approach contrasted with traditional models where farmers sold to wholesalers, who then passed products through multiple layers before reaching distributors.
“We went to Japan, rented a car and literally drove up and down the country, knocking on farmers’ doors,” Teddie explained. This hands-off approach required extensive relationship-building, including meals in farmers’ homes and family meetings, which he noted was important in Japanese business culture.
As of now, PerfectTed has a young team working to develop, package and sell products from matcha powder and Nespresso pods to canned lattes and healthy energy drinks. The company emphasizes continuous product iteration, with weekly meetings dedicated to refining both new and existing products based on real-time consumer feedback.
“Consumers don’t realise this, but we are constantly iterating on every single product that’s already in the market,” Teddie revealed. Adjustments might include tweaking sweetness levels, flavor profiles, or carbonation without altering nutritional panels.
The brand’s rapid growth, surpassing companies like Huel and Innocent, has been fueled by strategic investments, including a £140 million valuation after a funding round led by Felix Capital in October 2023. This valuation positions PerfectTed as a contender to become the world’s first billion-dollar matcha brand.
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However, growth has brought challenges. Teddie highlighted the shift from running a business as a “mouse in a china shop” to operating like an “elephant,” requiring different skill sets and approaches as the company scales from £1 million to £5 million and beyond. The co-founders remain deeply involved, with Marisa handling design and Levi overseeing finance and US operations.
“We recognise that we, as founders, have to grow with the business and at the same pace as the business – otherwise we will get left behind,” Teddie stated. This philosophy drives their commitment to continuous reinvention and maintaining a hands-on approach even as the company expands globally, with products now sold in over 50 countries.
The recent investment round and the launch of a Birthday Cake Matcha Latte Powder highlight their momentum. “I honestly think we’re just at the start of what we’re going to build. That’s not founder delusion – it’s the truth. We have built the foundation for what will be the craziest 12-24 months of the business’s trajectory.”
Team Culture and Founders’ Vision
PerfectTed has built a team of around 80 staff working to develop, package and sell products from matcha powder and Nespresso pods to canned lattes and healthy energy drinks.
Marisa, who taught herself design through YouTube tutorials, leads branding and packaging, while Levi manages finance and U.S. operations. Teddie oversees supply chain and sales, ensuring the direct relationships with Japanese farmers remain central to their strategy. The founders prioritize equity, with every employee holding a stake in the company’s success.
The trio’s personal sacrifices have been significant. Teddie, a former Watford and Fulham academy player, idolized entrepreneurs like Guy Raz’s podcast subjects. He and Levi moved back to the UK after visa rejections, with Teddie leaving a consulting job and Levi working in New York finance. Their shared vision, sparked by Marisa’s need for calmer energy alternatives, led to the kitchen-table concept. “It just required a lot of dedication, consistency, resilience and getting up every morning and trying to be the best in the world at what we do,” Teddie said, reflecting on their relentless pursuit of excellence.