PerfectTed founder shares matcha’s rise from ADHD struggles to mainstream

PerfectTed, the matcha brand co-founded by Marisa Poster, operates on a straightforward principle: matcha should be the standard for energy rather than an occasional option. The company’s expansion mirrors broader changes in consumer behavior, yet its roots lie in Poster’s personal experience. Her struggles with ADHD and the drawbacks of coffee—including nervousness, energy spikes, and anxiety—led her to seek a more stable alternative. Matcha provided the concentration she needed without the instability.

Redefining matcha as daily essential

The brand’s approach differs from competitors that treat matcha as a specialized wellness product. Poster and her co-founders created a business that merges wellness principles with consumer packaged goods strategies. Their product range includes ceremonial-grade matcha for enthusiasts alongside flavored blends, brewing pods, and indulgent options like syrups and ready-to-drink beverages. The aim, according to Poster, is not to promote flawlessness but to make matcha so accessible that consumers need not compromise between enjoyment and benefits.

Growing the business presented significant hurdles. When PerfectTed launched, none of the founders had experience in the beverage industry. They lacked manufacturing knowledge, retail connections, or a clear expansion strategy beyond early adopters. Operational challenges multiplied: supply chain disruptions, production delays, and a sudden demand surge after appearing on Dragons’ Den overwhelmed their systems. “We found ourselves packing orders in warehouses, constantly firefighting, and trying to stay ahead of the growth,” Poster says. The company’s growth outpaced its ability to manage it.

The personal strain was equally demanding. Poster has openly discussed her battles with depression and the pressure of leading a company while managing her own mental health. “I’ve been open about my ADHD and experiences with depression, and there have been periods where the business looked incredibly successful from the outside while I was struggling behind the scenes.” Balancing leadership with self-care became a daily challenge, one she later incorporated into the brand’s narrative. In her view, honesty is a key advantage in an era when consumers distrust artificial perfection.

Expanding beyond wellness to mainstream appeal

The customer base has evolved alongside these challenges. Initially, PerfectTed attracted health-focused Gen Z and Millennials, particularly women dissatisfied with energy products designed with men in mind. However, the brand’s appeal has since widened. Today, its customers share a single need: steady energy without the subsequent crash. This trend aligns with a larger consumer movement toward functional, mood-enhancing alternatives to traditional caffeine sources.

PerfectTed’s retail strategy reflects its product philosophy. From the beginning, we’ve believed the best marketing is being where your consumer already is. Whether in a Tesco aisle, a Joe & The Juice breakfast location, or a Virgin Atlantic flight, the brand seeks to become the automatic choice for matcha.

Product innovation follows the same consumer-centric principle. The updated Matcha Energy line positions matcha as the primary ingredient, moving away from the aggressive branding typical of the category and toward a more inclusive, everyday appeal. The four sparkling flavors, Very Cherry, Juicy Peach, Strawberry, and Lemon Lime, each contain 80mg of natural caffeine and 80mg of L-theanine, marketed as a smoother alternative to conventional energy drinks.

Global growth targets and U.S. ambitions

Poster’s outlook for the next three to five years is focused on making matcha as commonplace as coffee. The company has already secured over 40,000 distribution points across 50-plus countries, but the U.S. market remains undeveloped, a gap Poster identifies as one of the most promising growth opportunities. For now, efforts concentrate on refining products, expanding accessibility, and proving matcha can be both practical and enjoyable.

The brand’s identity permeates every aspect of the company, from products to workplace culture. Matcha’s influence is evident in the packaging, office design, and even team appearances. The brand’s signature Pantone 2256C green appears on product cans, office walls, and some employees’ nails, reinforcing its cultural significance. Co-founder Levi’s green-dyed hair further embedded matcha into the brand’s visual identity. These choices help integrate matcha into consumers’ daily lives, transforming it from a functional ingredient into a lifestyle element.

Authenticity as the brand’s emotional core

Poster’s personal connection to the brand remains central. The death of her mother in October 2025 added emotional depth to her leadership. She often reflects on her mother’s blue eyes, a trait inherited by Poster, as a reminder of her core values. This personal reflection shapes the brand’s approach to authenticity, ensuring messaging feels rooted in real experiences rather than staged perfection. For Poster, the brand’s success depends on its ability to connect emotionally, a principle applied to both product development and corporate storytelling.