When Marisa Poster and Teddie Levenfiche walked into the Dragons’ Den in 2023, few could have predicted the extraordinary journey that lay ahead. Just two years later, their brainchild, PerfectTed, has become the most lucrative success story in the BBC show’s 20-year history, now boasting a jaw-dropping valuation of £140 million. The brand, which began as a student start-up, has rapidly evolved into Europe’s leading supplier of matcha-based energy drinks, and its global ambitions show no sign of slowing down.
The pitch that started it all was memorable: both founders, only 25 at the time, presented their vision for a healthy, all-natural energy drink that could stand toe-to-toe with giants like Red Bull. Their drinks, powered by authentic matcha sourced from Japan, promised a clean, jitter-free energy boost—something the wellness market was hungry for. The Dragons were quickly hooked. Steven Bartlett and Peter Jones jointly offered £50,000 for a 5% stake, a deal that would ultimately set records for returns in the Den’s storied history.
Before their television debut, Poster and Levenfiche had already invested £250,000 of their own savings and raised another £125,000 from family, demonstrating a level of commitment that resonated with the show’s investors. According to The Grocer, Poster later reflected, “This is more than just an investment—it’s fuel for our mission to make matcha accessible to everyone.”
Following their Dragons’ Den appearance, the momentum only accelerated. Steven Bartlett’s own venture fund, Flight Fund, provided crucial support, enabling PerfectTed to scale up production and secure international distribution deals. Although Peter Jones eventually stepped away, Bartlett’s continued involvement proved to be a driving force behind the brand’s meteoric rise. As reported by Metro, Bartlett’s backing helped PerfectTed expand its product range to include matcha lattes, flavored powders, and even coffee machine pods, transforming the company into a multi-category beverage powerhouse.
PerfectTed’s products quickly found their way onto the shelves of major retailers such as Waitrose, Holland & Barrett, Whole Foods, and Tesco. High street café chains like Caffè Nero and Joe & The Juice also began serving their drinks, exposing the brand to a wider audience. Today, PerfectTed is stocked in over 30,000 stores across 50 countries—a testament to their relentless drive and the surging popularity of natural, plant-based energy alternatives.
Recognition soon followed. In 2024, PerfectTed was featured on the FEBE Growth 100 list, which spotlights Britain’s fastest-growing start-ups. The company’s 532% year-on-year growth rate, as reported by Metro, outpaced many of the UK’s best-known challenger brands and underscored the scale of their achievement. With £30 million in projected annual revenue for 2025 and ambitions to hit £100 million in the near term, the founders are setting their sights even higher. Their ultimate goal? To become the world’s first billion-dollar matcha company.
PerfectTed’s journey has not been without its challenges. Poster and Levenfiche have been open about their lack of prior experience in the food and drink industry, admitting they had to learn everything on the fly. Yet, this outsider perspective may have been an asset, allowing them to question conventions and build a brand that feels fresh, authentic, and relatable. As Poster told The Grocer, the Dragons’ backing was more than just a financial boost—it was validation for their mission and a springboard for their global ambitions.
The company’s clean branding and compelling story have helped it stand out in an increasingly crowded market. Their focus on authentic ingredients and transparent sourcing has resonated with health-conscious consumers looking for alternatives to traditional, sugar-laden energy drinks. According to The Sun, PerfectTed’s valuation after a major funding round from Felix Capital is believed to have resulted in the biggest returns ever seen by Dragons’ Den investors, a feat that has not gone unnoticed in the business world.
PerfectTed’s rapid ascent also offers a fascinating counterpoint to some of Dragons’ Den’s other notable alumni. While earlier successes like Levi Roots’ Reggae Reggae Sauce turned homegrown entrepreneurs into household names, and rejections of future giants such as BrewDog and Gousto have become legendary, PerfectTed’s £140 million valuation demonstrates just how far a next-generation wellness brand can go in today’s global marketplace. Their story is a reminder that, sometimes, the next consumer powerhouse can emerge from the unlikeliest of places—even a televised pitch.
Meanwhile, the latest episode of Dragons’ Den, which aired on October 9, 2025, showcased the show’s ongoing commitment to spotlighting entrepreneurial talent across a dizzying array of sectors. Celebrity guest Joe Wicks joined regular Dragons Peter Jones, Deborah Meaden, Sara Davies, Steven Bartlett, and Touker Suleyman to consider pitches ranging from Dinomania’s animatronic dinosaur shows to Notorious Nooch’s vegan nutritional yeast seasoning. The episode highlighted just how diverse and innovative the UK’s start-up scene has become, with businesses like Wildstrong’s outdoor fitness classes and Ivee Jobs’ women’s employment app also vying for investment.
While these new hopefuls dream of following in PerfectTed’s footsteps, the bar has been set high. The matcha brand’s explosive growth, international reach, and relentless innovation have redefined what’s possible for Dragons’ Den contestants. As the show continues to evolve, it’s clear that the next big success story could be waiting in the wings—armed with a bold idea, a compelling mission, and the determination to see it through.
For now, PerfectTed stands as a shining example of what can happen when vision, hard work, and the right support collide. From two friends’ savings to a global brand valued at £140 million in just four years, their journey offers a powerful lesson for aspiring entrepreneurs everywhere: sometimes, the biggest rewards come from daring to do things differently.
