PerfectTed has launched a duo of ceremonial-grade matcha concentrates, claimed to be the first of their kind stocked by a traditional big four retailer.
Launching exclusively in Tesco and available in Original and Vanilla flavours, the NPD (rsp: £6.50/240ml) had been “designed for speed, convenience and consistency”, PerfectTed said.
To create the perfect matcha drink at home, users could simply “pour, mix with milk, and enjoy – hot or iced”, it added.
The innovation breakthrough came after four years of research, according to PerfectTed co-founders Teddie and Levi Levenfiche.
“We’ve been working on this product for more than four years, with a team of engineers and scientists working to solve what others couldn’t: how to deliver ceremonial-grade matcha in a concentrate format that doesn’t compromise on quality,” they said. “This is a major breakthrough for PerfectTed and the global category.”
By doing away with “many of the barriers that have historically prevented consumers from making matcha at home”, the concentrates would make the category “more accessible than ever before”, claimed PerfectTed co-founder Marisa Poster.
“Matcha has traditionally required time, equipment and know-how to prepare properly. We wanted to remove those barriers entirely,” said Poster. “By creating the world’s first ever ceremonial-grade matcha concentrate, we’re making matcha more accessible than ever before and opening the category up to a whole new audience.”
Alongside the new concentrates, PerfectTed also produces matcha powders, energy drinks, iced lattes and Nespresso-compatible matcha pods.
The brand holds a 82.5% value share of the total matcha category in retail [NIQ 52 w/e 16 May 2026].
Correction: This article was amended on 1 July to remove the claim by PerfectTed that its ceremonial grade matcha concentrates were a “world-first”. More Matcha has produced a ceremonial grade matcha concentrate in Australia since 2023,
No comments yet