A London-based matcha brand founded by a trio of Generation Z entrepreneurs plans to expand into the United States next year, aiming to capitalize on growing demand for functional beverages amid shifts in workplace culture.

Perfect Ted, established five years ago by husband and wife Levi Levenfiche and Marisa Poster, along with Levi’s younger brother Teddie, has rapidly grown to become the leading matcha brand in the United Kingdom. The founders, who met at the University of Pennsylvania, launched the company after encountering challenges sourcing affordable matcha products in London. Matcha, a powdered green tea known for its combination of caffeine and L-theanine, is praised for providing a steadier and more calming energy boost compared to coffee.

Marisa Poster noted that, personally, coffee and energy drinks exacerbated her anxiety and attention deficit hyperactivity disorder (ADHD), while matcha offered a calmer but energizing alternative. The company initially targeted an underserved market of consumers seeking accessible and reasonably priced green tea products, coinciding with a broader health trend spurred in part by the COVID-19 pandemic.

Perfect Ted’s success includes wholesale partnerships and entry into the ready-to-drink segment with canned flavored matcha drinks. The business currently reports annual profits of around £4.5 million and holds an estimated valuation of £140 million. The brand has gained high-profile backing from entrepreneur Steven Bartlett following a 2023 appearance on the investment show Dragons’ Den.

Speaking from Perfect Ted’s Shoreditch headquarters, Marisa described matcha as potentially emblematic of the evolving “intelligence age.” She contrasted this with coffee’s historic role as the energy source during industrialization, arguing that as automation changes the labor landscape, consumers increasingly value sustained mental sharpness over physical endurance.

Despite the company’s momentum, the founders expressed reservations about the UK’s business environment, particularly the impact of high Capital Gains Tax on entrepreneurship. Teddie Levenfiche pointed to the tax structure as a deterrent to startup formation, leading many to seek the security of corporate employment. The trio welcomed recent government measures such as “Founders’ Relief,” which introduces a reduced 10 percent tax rate on eligible share disposals up to £10 million, but noted that complex qualifying criteria limit its accessibility. Further concerns were raised about the reduction of the threshold for other tax breaks from £1 million to £500,000, which may disadvantage early investors and team members.

Levi described these issues as obstacles to fostering innovation and entrepreneurship, emphasizing that the UK needs to demonstrate it is a rewarding environment for founders willing to take risks.

Culturally, Marisa highlighted differences between the UK and the United States, suggesting that British entrepreneurs are often more reserved about their achievements compared to their American peers, who tend to be more aggressive in pursuing business success and more accepting of failure as part of the process.

Looking ahead, Perfect Ted aims to follow a cohort of British challenger beverage brands seeking growth abroad, including alcohol-free and cannabidiol-based drink producers. The founders acknowledge growing competition from established tea and coffee companies as well as major corporations such as Coca-Cola. However, they remain focused on scaling the business rather than pursuing acquisition, noting increased interest from incumbents eager to defend their market share.

“Execution not an exit” remains the company’s guiding principle, according to Levi, as Perfect Ted continues to expand its footprint in the evolving tea and energy drink markets.