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Building a Functional Beverage Brand with Retail Strategy and Plant-Based Innovation | Peter Olander
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What does it take to launch and scale a functional beverage brand in today’s market?
In this episode of Free Spirits, Lars Miller and David Gonzalez sit down with Pete Olander, the founder and CEO of Happie, a modern functional beverage brand focused on plant-powered energy, clarity, and balance.
Pete’s journey blends personal health discovery with deep operational knowledge. Drawing from a background in finance and nutrition, he built Happie from scratch—developing formulas, managing supply chains, navigating compliance, and building strong retail and e-commerce distribution strategies.
If you’re in CPG, functional beverages, or the broader adult beverage space, this episode unpacks the reality of bringing an innovative product to market—without shortcuts or fluff.
🔍 What You’ll Learn (Chapters):
0:00 – Introduction
Meet Pete Olander and Happie’s origin story.
5:32 – From Health Journey to Beverage Formulation
How personal wellness challenges led Pete to explore functional ingredients like adaptogens and mushrooms.
11:50 – Product Development & Iteration
Why simplicity and taste drive Happie’s formulation strategy.
18:04 – CPG Ops: Sourcing, Manufacturing, and Compliance
Lessons on managing supply chains and staying nimble while scaling production.
24:18 – Retail Strategy: Getting on Shelves
The truth about pitching buyers, sell-through, and packaging for velocity.
30:40 – DTC and Amazon Strategy
Why Happie invested in omnichannel from day one—and how it’s paying off.
38:25 – Consumer Education & Brand Voice
Balancing functional benefit messaging with compliance in a regulated space.
45:10 – Scaling a Beverage Brand With Limited Resources
How Pete prioritized spend and talent while growing Happie without outside capital.
53:45 – What’s Next for Happie
A look at future flavors, product lines, and channel expansion.
If you’re building a beverage startup, exploring functional ingredients, or trying to grow a brand across retail and DTC, this founder interview is packed with real-world takeaways.
🎧 Listen now and tap into the thinking behind one of the most thoughtful brands in the functional beverage category.
25 episodes
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