06/05/2022 – Products / Beverages / PerfectTed / Energy / Matcha / Drink / Healthy / Natural
PerfectTed launches “clean, green caffeine in a can” across Holland & Barrett stores nationwide
PerfectTed have launched a range of canned natural energy drinks powered by matcha green tea, which are bursting with flavour and ready to fight fatigue. The challenger brand’s mission is to revolutionise healthier caffeine consumption by leveraging an ingredient in matcha that has been consumed for over 800 years.
PerfectTed’s aim is to become the go-to alternative energy drink for flavour, functionality, and health, replacing the need for daily coffee fixes or artificial soft drinks. According to a 2021 YouGov poll, 70 per cent of Brits feel tired more than half the time, making energy the most desired functional benefit in drink products.
Having collectively turned to matcha while studying and competing in sports at the University of Pennsylvania, the founding trio were amazed at how mentally and physically energised they felt after drinking the clean, green caffeine. Once back in the UK, they were dissatisfied with poor quality matcha and unhealthy energy drink options, leading them to create the all-natural, RTD solution: PerfectTed.
The range has just launched across 400+ Holland & Barrett stores in the UK, as well as being available at supermarket chain Planet Organic and via the company’s website.
PerfectTed also recently launched into South East Asia, with huge success in Singapore.
On-the-go, immunity-boosting caffeine fix
“We’re creating next-generation products, using an age-old ingredient in matcha that supports physical and mental wellbeing,” informed Teddie Levenfiche, who deferred Harvard Law to set up PerfectTed. “We’re a future-focused team, where consumer longevity is at our core. Our vision is to build a brand that not only solves modern-day problems, but is completely relatable, bursting with character, and that oozes humour.”
“In the US (where I’m from), RTD matcha is much more established, so it’s exciting to be pioneering this space in the UK,” remarked Co-founder, Marisa Poster.
According to Kantar, 74 per cent of Millennial consumers are concerned about the negative health effects of energy drinks and more than 72 per cent of people believe that mental health is paramount to their wellbeing. PerfectTed is the UK’s answer to the on-the-go caffeine fix, providing an energy-packed alternative with immunity-boosting antioxidants that can slip easily into people’s daily routines.
Ceremonial-grade, single-origin, completely traceable matcha
Sourced straight from farms at the foothills of Uji in Japan, PerfectTed’s ceremonial grade matcha is single-origin and completely traceable. Matcha originates from Tencha leaves, which are naturally sweet and mellow in flavour. L-Theanine is a powerhouse compound in the plant that regulates caffeine uptake, delivering a calm and sustained focus, unlike jitters or energy crashes caused by coffee.
According to Kantar, there has been a 46 per cent increase of consumers drinking energy drinks between 2019 and 2020. 81 per cent of consumers are concerned about added sugar in drinks, and 67 per cent say taste is a leading driver to purchase.
The three tantalising flavours within the range are: Pineapple Yuzu, Apple Raspberry, and Pear Ginger, all made from real fruit juice. Each contains 80mg of caffeine for energy, and 80mg of L-theanine for focus. The drinks are 100-per-cent natural, plant-based, gluten-free, and free from additives, preservatives, and added sugars.
Prices on the company’s site start at £23.99 for a pack of 12 x PerfectTed Sparkling Cans (RSP £1.99 per can). A 30g tin of PerfectTed Matcha Powder retails at £19.99, and the PerfectTed Matcha Starter Kit retails at £34.99.
Latest issue – Vol 6/22
– Ingredients focus
– Drinking to good health
– Private label's power play – The resurgence of private label
Dubai World Trade Centre, UAE
The Hotel & Hospitality Show 2023
Sandton Convention Centre, South Africa