Product Update

Is Perfect Ted Still in Business? (2026 Update)

Is Perfect Ted from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Perfect Ted today.

Dragons' Den IndexUpdated 18 March 20266 min read

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Perfect Ted is one of the clearer post-Den success stories in the UK drinks category. The organic, matcha-based energy drink pitched in series 20, landed two Dragons, and has since become one of the more recognisable names in the UK's matcha and functional drinks boom.

The Short Answer

Yes, Perfect Ted is still in business, and it is doing considerably more than just surviving. The brand, run under Made Beverages Ltd, has an active website, a growing product range, and stocking deals with major UK retailers including Holland & Barrett.

Of the twelve brands covered in this batch of updates, Perfect Ted is arguably the clearest example of a Den pitch that turned into genuine market leadership rather than simple survival.

The Dragons' Den Pitch

Perfect Ted appeared in series 20, episode 9, pitching in the Food & Drink category with an organic, matcha-based energy drink positioned as an alternative to traditional caffeine drinks built around sugar and synthetic stimulants. The founders asked for 50,000 pounds in exchange for 10 percent of the business.

Matcha was still a relatively niche ingredient in mainstream UK drinks at the time of the pitch, which made this partly a bet on a category the founders believed was about to break through.

The Deal

Peter Jones and Steven Bartlett invested together, putting up the full 50,000 pounds for the 10 percent on offer. Two Dragons backing the same pitch at full ask is a strong signal, and it gave the brand both Jones's retail distribution experience and Bartlett's consumer marketing instincts.

That combination turned out to be well matched to what the brand actually needed next: shelf space and brand momentum, in roughly equal measure.

What Happened After the Cameras Stopped

Perfect Ted has grown into what is arguably the leading matcha energy drink brand in the UK market. The company has run high-profile collaborations, including a limited-edition flavour with endurance athlete and social media figure Russ Cook, generating significant organic attention well beyond a typical product launch.

The brand's products are stocked in Holland & Barrett, one of the UK's largest health and wellness retailers, and the company maintains an active e-commerce site selling drink bundles directly, including a bundle that explicitly references its Dragons' Den appearance.

The brand has also built a strong presence on social platforms like TikTok, where its own team and independent reviewers regularly post about the drinks, both positive coverage and, at times, more sceptical commentary questioning marketing claims around sugar content. That kind of scrutiny is itself a marker of a brand big enough to attract attention beyond its own fans.

Riding a Genuine Category Shift

Matcha has moved from a niche wellness ingredient to a mainstream UK drinks trend over the past few years, and Perfect Ted has positioned itself squarely at the centre of that shift rather than treating it as a passing fad. Being an early, well-funded mover in a category right as it goes mainstream is one of the stronger positions a consumer drinks brand can be in.

With two Dragons behind it and a growing retail footprint through a major health and wellness chain, Perfect Ted looks less like a brand that survived its Den appearance and more like one that used it as a springboard into genuine category leadership.

The continued run of product collaborations and retail expansion also suggests a company still actively investing in growth rather than one coasting on an earlier burst of publicity.

Where Things Stand Now

Perfect Ted pitched in series 20 with a matcha-based energy drink, asked for 50,000 pounds for 10 percent, and landed both Peter Jones and Steven Bartlett at the full amount.

The brand is not just still trading, it has become one of the category leaders in UK matcha drinks, with major retail distribution and an active direct-to-consumer business. If you were checking whether this one made it, it more than made it.

Where to buy Perfect Ted

Still selling as of 18 March 2026. Check today's price and availability.

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See the full Perfect Ted deal breakdown and term sheet →