PerfectTed, the world’s largest matcha brand, has expanded its range with the launch of its new Pistachio Matcha Powder, now exclusively available in Tesco stores nationwide. The launch reinforces PerfectTed’s position as the primary driver of matcha growth within UK grocery, where the category has increased by 196% in the past year, with PerfectTed responsible for an astonishing 73% of that growth – now representing over half of the entire matcha market.
PerfectTed began with a simple mission: to make matcha accessible for everyone. After finding that coffee and conventional energy drinks worsened her ADHD and anxiety, co-founder Marisa Poster turned to matcha, but quickly realised how hard it was to access good-quality matcha in the UK – either missing entirely from supermarket shelves and cafes, or sold at prohibitively high prices in specialist health stores. Together with co-founders Teddie and Levi Levenfiche, she launched PerfectTed with one mission: to make matcha accessible for everyone.
That purpose continues to guide every product the brand brings to market. The new Pistachio Matcha Powder follows that philosophy, offering a smooth, creamy flavour and the benefits of true ceremonial-grade matcha in a convenient format that can be prepared in seconds. Simply add milk and shake. Each 5g serving delivers 43mg of natural green tea caffeine for smooth, sustained energy without jitters or a crash. And as well as being delicious, it is also gluten-free and nut-free.
As matcha continues its transition from niche to mainstream, PerfectTed is driving the category forward with flavour innovation, new formats and accessibility at scale. The brand’s rapid growth, fuelled by formats such as ready-to-drink lattes, energy drinks, matcha sticks and Nespresso-compatible pods, has played a major role in lowering barriers to entry and cementing matcha as part of the wider caffeine category. This launch marks the 7th product introduced by PerfectTed in 2025, demonstrating ongoing investment in NPD to support sustained category expansion.
Marisa Poster, Co-Founder of PerfectTed, commented: “When we founded PerfectTed, it was because good matcha simply wasn’t accessible – either missing entirely from supermarket shelves and cafes, or sold at prohibitively high prices in specialist health stores – and certainly not in formats people could enjoy easily at home. This new Pistachio Matcha Powder continues our mission to change that. It’s smooth, creamy, and incredibly simple to prepare, giving consumers a delicious matcha moment in seconds. Everything we develop is designed to broaden the category in a meaningful way – making matcha easier, better and more enjoyable for everyone.”
Since appearing on Dragons’ Den in 2023 and securing investment from Steven Bartlett, PerfectTed has rapidly evolved from a challenger brand into a category-defining leader. The company has since been recognised as the most successful Dragon’s Den deal to date, reflecting the scale of its growth and the strength of its product innovation pipeline.
Today, PerfectTed is driving matcha’s long-term expansion across grocery and foodservice by focusing on accessibility, convenience and quality at every touchpoint. The launch of Pistachio Matcha Powder marks the latest step in that journey, reinforcing the brand’s position at the forefront of matcha’s shift from niche to mainstream, and signalling continued momentum as the business accelerates into its next phase of growth.
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