How Yaza Went National At Whole Foods Just Weeks After Its Launch Taste Radio podcast

1:08:52

Poppi just popped – big time. But was PepsiCo’s $1.65 billion acquisition driven by TikTok virality, perfect timing, or industry heavyweights like Rohan Oza? (Sorry, prebiotics, this one's not about you.) And now that the first major deal has landed, is the BFY soda space about to see a gold rush – or a bubble burst? The hosts break it all down. Plus, we revisit standout interviews from our Miami meetup with Koia’s Chris Hunter, Verlivest’s Ken Sadowsky, and Matriarch Wealth Management’s Stephen Santangelo. Show notes: 0:45: Ray, Animated. Talk The Talk. Humble Pie! Zero Function. Founder Tok. The Oza Effect. More To Come? THSee, Puff Corn & NPP. – Ray has a tell or a tic – it’s his signature and shares a reminder to watch OR listen to Elevator Talk. John hands a slice to Ray – who gobbles it up – before opining on the value of Poppi’s prebiotics in its growth and how the company and Olipop cracked the seemingly impenetrable CSD category. Jacqui talks about the impact of Poppi co-founder Allison Ellsworth’s early adoption of TikTok on the brand’s development, Mike discusses how investor Rohan Oza affected its trajectory and John offers a prediction on what’s next for BFY CSDs. Ray shares another kind of “pop,” Mike and John crack open a couple of canna-bevs and Jacqui highlights a “salty” chili jam. 33:12: Interviews: Stephen Santangelo, Founder, Matriarch Wealth Management; Ken Sadowsky, Sr. Advisor, Verlivest; Chris Hunter, Co-Founder, Koia & Four Loko – Stephen and Ken discuss their investment strategies in food and beverage startups, emphasizing founder passion, scalability, and emerging trends like health-conscious drinks. Stephen highlights Matriarch’s focus on private investments in brands such as No Bull and Junkless. Ken shares insights on personal investments in emerging brands Neau Water and Parch, while also noting Miami's growing food and beverage startup ecosystem. Chris reflects on balancing entrepreneurship with family and how his businesses evolved alongside his lifestyle. He also underscores the importance of velocity in CPG success, advocating for strong regional traction before national expansion, along with strategic pricing, in-store promotions, and consumer engagement. Brands in this episode: Poppi, Olipop, Culture Pop, SmartWater, Vitaminwater, Pop & Bottle, Gorilla, Brez, Pink Salt, Like Air, Neau Water, BodyArmor, No Bull, Junkless, Vive Organic, Parch, Koia, Four Loko…

Taste Radio

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Wild By Nature, Strategic By Design. It’s Why Wildwonder Is Surging. 35:18

5 days ago35:18

35:18

Wild is woven into the fabric of her brand’s identity. But Rosa Li’s methodical, strategic approach to building a successful and respected CPG company stands in contrast to the untamed energy her products represent. Rosa is the founder and CEO of Wildwonder, a sparkling beverage brand that is infused with prebiotics and probiotics. Launched in 2020, the AAPI-founded company describes itself as “rooted in culture,” offering USDA organic drinks that taste as fresh and vibrant as a California produce stand. Flavors like Raspberry Lychee, Strawberry Passion, and Guava Rose come to life in 12 oz. slim cans, each containing five grams of prebiotic fiber, six grams of sugar, and 40 calories. Wildwonder is available nationwide, including at Whole Foods, Sprouts and The Fresh Market, as well as select Target and Costco locations. In this interview, Rosa shares how a focus on steady, incremental growth has been key to maintaining Wildwonder's integrity. She discusses how the brand aligns its expansion with core values, its unique position at the intersection of kombucha and soda, and the power of social listening in shaping the company’s future. Show notes: 0:25: Interview: Rosa Li, Founder & CEO, Wildwonder – On location at Expo West 2025, Rosa chats about how attendees interacted with Wildwonder at its booth, how her grandmother inspired the creation of the brand and its evolution in messaging and packaging – from glass to aluminum cans. She also talks about how consumers compare Wildwonder to kombucha, why she will not describe the brand as a “soda,” what she views as the best merchandising opportunity for the products and how its pricing and retail strategy are interwoven. Rosa also discusses how she met buyers from major retail chains, demand planning and supporting the brand at the store level, managing the company’s co-packer relationships, especially when challenges arise, and how listening to consumers has guided Wildwonder’s innovation and marketing efforts. Brands in this episode: Wildwonder, Olipop, Poppi, Coca-Cola, Pepsi, GT’s Living Foods, Nona Lim…

Taste Radio

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Elevator Talk: Big Mama’s, Cob, Tierra Negra, La Gringuita, Muria 1:03:30

6 days ago1:03:30

1:03:30

Elevator Talk, BevNET's bi-monthly video series that highlights early-stage and disruptive food and beverage brands, is now part of Taste Radio! Beginning today, you can listen to the audio from every new episode via the Taste Radio feed on Apple Podcasts, Spotify and all of your favorite listening platforms. This edition of Elevator Talk features leaders from Big Mama’s Backyard Garden, Cob, Tierra Negra, La Gringuita, and Muria Foods. Our special co-host is Amrit Richmond, the founder of Indie CPG and Supermercato, who shared her thoughts, questions and feedback with the participants.…

Taste Radio

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Introducing... Nombase! 11:42

7 days ago11:42

11:42

We're launching something BIG at BevNET, NOSH, and Brewbound, and you're invited to be the first to see it! Introducing Nombase — a new digital community and directory built for the CPG world. Nombase connects CPG professionals with trusted industry partners, AI-powered insights, timely conversations, company announcements, and job opportunities — all in one place. Join us for an exclusive overview, product demo, and info on how to take advantage of what Nombase has to offer you.…

Taste Radio

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Did Expo West Actually Deliver? It Depends On Who You Ask. 31:04

9 days ago31:04

31:04

We're not exactly at odds, but there's definitely some healthy debate among the hosts around how to assess Expo West 2025. And it turns out, we're not alone. The biggest question on everyone's mind: how do we truly evaluate innovation, and what does it mean for the future of the food and beverage industry in the near term? Show notes: 0:25: Burner Apartment. ET x TR. Nom, Nom. Incremental Optimism. Snax & Bevs. Horny Goat Hummus. – Ray is in secret agent mode and shares a big announcement about Elevator Talk. Jacqui and Mike spill the goods on Nombase . John talks about why some folks misread innovation exhibited at Expo West, but Ray, of course, still has questions. Jacqui highlights the possibility of a market correction, while Mike hails business fundamentals before getting excited about fruit bites and protein powders. John gets giddy about hummus and Jacqui shares a tingly product that makes some of the hosts blush. Brands in this episode: Blue Hour, Cob, PWR-UP, Palmas, PKN, Jubilees, swinger, ISH, Pistakio, Joon, HYQ, Pulpito, Crushed Tonic, Honey Mama’s, Onyx Coffee, Drywater, Ithaca Hummus, Graza, Cedar’s, Cookie Chachi, Charmlee, Sturdy Sauce…

Taste Radio

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Finding Whitespace – And A $600 Million Brand – In The ‘Wilderness’ 31:29

12 days ago31:29

31:29

Dr. Pat Heist may not be the first rock musician to successfully launch and sell a spirit brand (shoutout to Sammy Hagar), but he could very well be the first to do so with a Ph.D. in plant pathology. Known as "Dr. Pat" to many, he is the co-founder of Wilderness Trail, a craft whiskey distillery based in Danville, Kentucky, renowned for blending modern scientific innovation with traditional distilling techniques. In 2012, alongside his long-time business partner Shane Baker, Dr. Pat launched Wilderness Trail, combining their extensive expertise in advising other spirit companies on production and fermentation. Their first product debuted in 2018, and since then, the brand has built a reputation for its exceptional bourbon and rye whiskey. In a major milestone for the distillery, Italian spirits giant Campari acquired a 70% stake in Wilderness Trail in October 2022, valuing the deal at $420 million, with an option to purchase the remaining 30% in 2031. At that time, the full ownership of the brand was estimated at an impressive $600 million. In this engaging interview, Dr. Pat offers a deep reflection on his entrepreneurial journey and shares invaluable advice for any aspiring founder, including the pitfall of prioritizing branding over developing a high-quality product and how to strategically enhance a brand's image among key gatekeepers and influencers. Additionally, he discusses the partnership with Campari, offering a behind-the-scenes look at how the collaboration began, and his assessment of the timing and opportunity that led to the investment and eventual acquisition. Show notes: 0:32: Interview: Dr. Pat Heist, Co-Founder, Wilderness Trail – Speaking from his office in Washington, D.C., Dr. Pat shares his passion for rock music and his current band before discussing the growth of Ferm Solutions, the yeast and enzyme supplier he co-founded with Shane in 2006. Drawing from insights gained by working with over a thousand distilleries, he explains how these experiences helped shape Wilderness Trail, ensuring the distillery’s efficiency and avoiding common pitfalls. Dr. Pat highlights the unique sweet mash process and the industry relationships that set the brand apart, noting how the ability to make quick, decisive moves without bureaucratic delays was a key advantage. He also reflects on the partnership with Campari, emphasizing that it was driven by more than just financial gain, but by shared values and a long-term vision. Brands in this episode: Wilderness Trail, Rabbit Hole Distillery, Campari…

Taste Radio

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Evolution, In. Revolution, Out. Expo West 2025 In Review. 37:58

14 days ago37:58

37:58

Expo West 2025… OK, it wasn’t a classic. It would be hard to characterize anything we saw as "groundbreaking." Perhaps, however, incremental improvements, global flavors and innovative collaborations are enough to keep the train rolling. For now, anyway. We also sit down with Carolyn Hamlet, the visionary founder and CEO of OKU, a trailblazing brand of energy gummies. Show notes: 0:25: Nuts & Dates. Noodles & Naan. Collabs & Donuts. Indonesian Sodas & Korean Seaweed. – Yes, Ray attended Expo, where he and the team discussed the growing trend of innovative, better-for-you nut brands and date-based snacks. They also explored exciting new collaborations between emerging food companies. Among the highlights was a U.K.-based ramen brand making its debut in the U.S., along with a rise in ethnically inspired foods and beverages tailored to today’s modern consumer. The conversation also touched on the increasing popularity of convenient, functional desserts that blend indulgence with purpose. 26:10: Interview: Carolyn Hamlet, Founder & CEO, OKU – Carolyn discusses her transition from Wall Street to founding OKU, an energy gummy snack made with green tea, yerba mate and coconut water. As part of our conversation, she talks about how the brand is positioned as an alternative to highly caffeinated products. Brands in this episode: Oku, Chuza, Bad Tea Co., Belgian Boys, Biena, Ithaca Hummus, Graza, Urban Noodle, Date Better, Datefix, Niramaya, Firehook, Truff, Fabalish, Mr. Bing, Hostess, Pretzelized, True Dates, Cien Chiles, Evie’s, Wild Fox, Kevin’s Natural Foods, Nommii, Emperor's Hot Sauce, Drumroll, Good Journey, Palmas, PWR-UP, Geem, Caulipower, Sauz, Wildwonder, Beny Yogurt…

Taste Radio

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He’s Leading A ‘Green’ Revolution… And Slurping His Way To Victory 20:20

19 days ago20:20

20:20

Twenty-five years ago, Mac Villarreal was navigating the high seas at the Olympic Games in Sydney. If all goes as planned, he'll soon be charting a new course, sailing into the sunset as a highly successful entrepreneur. Mac is the founder and CEO of I Eat My Greens, a refrigerated brand of chef-crafted, plant-based soups made from fresh, locally sourced ingredients. Launched in 2020, I Eat My Greens is known for its sophisticated yet approachable recipes, including Carrot Sweet Potato and Turmeric and Zucchini Cilantro & Cauliflower. The products are packaged in 20 oz. clear pouches with a screwcap closure and distributed nationally, including at Sprouts and Wegmans. In the following interview, Mac takes us through his fascinating entrepreneurial journey, from his days as an Olympic sailor and transitioning into the fresh juice industry before ultimately founding his soup business. He discusses his brand’s innovative packaging, how he overcame initial retailer pushback, creating products that align with modern food trends and his patient, yet ambitious growth strategy. Show notes: 0:25: Mac Villarreal, Founder & CEO, I Eat My Greens - Mac and Ray kick off the conversation by diving into the entrepreneur's victory in Naturally San Diego's Pitch Slam in 2021. Mac reflects on his journey, transitioning from the high-energy world of competitive sailing to his first entrepreneurial endeavor — Frutos de Vida, a fresh juice company he successfully grew and exited. He then shares insights into the planning behind I Eat My Greens, detailing how he carefully crafted the brand identity. From selecting the perfect product flavors and ingredients to designing the packaging, Mac emphasizes how every element of the product was tailored to align with his vision. The innovative pouch, he explains, offers a perfect balance of convenience and freshness, making it easy for consumers to enjoy healthy greens on the go. Mac also highlights how I Eat My Greens taps into the rising demand for plant-based options, aligning seamlessly with popular dietary trends like Whole30 and keto. Brands in this episode: I Eat My Greens…

Taste Radio

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Unpacking The Aura, Hiyo & Alani Deals. Plus, We Get ‘Fair’ & ‘Passionate’. 55:31

23 days ago55:31

55:31

Aura Bora is acquired. Hiyo adds $19 million and a strategic partner. And Celsius drops $1.8 billion on Alani Nu. Oh, and Spindrift is back in the soda biz. Yeah, it’s been a busy week, and the hosts have lots to say. We also sit down with Alex Duong, the founder & CEO of Fair & Square and Lena Zhuravsky, the founder of passionfruit centric-beverage brand Passion Joy. Show notes: 0:25: Party Gras. Skeptics & Price Points. Hiyo, Mike! Energy Cannibals. Full Circle. More Pizza? Who Eats Protein Pasta? – Jacqui is prepping for a big event, and it’s not Expo West. Everyone has a take on Aura Bora’s exit, including the Linkedin crowd. What makes Hiyo’s positioning so attractive to consumers.. and investors? So, should we expect folks to have a can of Celsius in one hand and Alani Nu in the other? Perfect – another pizza drink. We love a couple of U.K.-based beverage brands, and a ginseng-centric one from here in the good ol’ U.S.A. We finish with fish and pasta (just don’t overcook it). 36:35: Interview: Alex Duong, Founder & CEO, Fair & Square – Alex is the founder and CEO of Fair and Square, an emerging brand of gut-friendly crackers inspired by childhood favorites. At a recent networking event hosted by industry organization Naturally San Diego, Alex discussed how his experience in the CPG industry has shaped his approach to brand-building. He also talks about the importance of patience and staying true to core values as an early-stage entrepreneur. 46:17: Interview: Lena Zhuravsky, Founder, Passion Joy – Lena is the founder of Passion Joy, a new brand of sparkling beverages with passion fruit at its core. As part of our conversation, Lena shares her vision for expanding distribution of Passion Joy in the U.S. and internationally, with plans to target major retailers and eventually compete on a global scale. Brands in this episode: Aura Bora, Hiyo, Alani Nu, Celsius, Spindrift, Bubluv, Trip, Kejoy, Perfy, Something & Nothing, Quinn Snacks, Ginsa, Cowbell Hydration, OHY, Brami, Banza, Wild Planet, Fishwife, Heyday Canning, Scout Fish, Hungry Boy Hot Sauce…

Taste Radio

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The Rockstar Entrepreneur. How Sammy Hagar Is Building His Next $100M Brand. 32:43

26 days ago32:43

32:43

Sammy Hagar’s passion for tequila runs deep, but his commitment to earning and preserving the trust of his fans runs even deeper. Santo Spirits is where those two worlds meet. The iconic rock star, best known for his time as the frontman of Van Halen, made his mark on stage. But it’s in the world of consumer packaged goods where he truly built his fortune. Sammy is the mastermind behind Cabo Wabo Tequila, a trailblazer in the celebrity spirit revolution that’s now a staple in the beverage alcohol industry. In 2008, drinks conglomerate Campari Group made a historic move, acquiring Cabo Wabo for a groundbreaking $100 million — an unprecedented deal at the time. Nine years later, Sammy made a triumphant return to the spirits world with Santo, a tequila-focused brand he co-founded alongside fellow musician Adam Levine of Maroon 5. Building on the success of Santo, the brand grew even stronger in 2019 when celebrity chef Guy Fieri came on board as a co-founder, bringing his flair and influence to the brand. In this candid conversation, Sammy opens up about his vision for Santo, emphasizing the brand’s dedication to purity and excellence. He shares his insights into the challenges of the celebrity tequila market, why, despite his success with Cabo Wabo, he remains cautious about creating a mass-market brand, and the importance of authentic relationships within the spirits industry. Sammy also discusses his approach to building teams and why, for him, hiring the right people is about finding fresh perspectives, not yes-men. Show notes: 0:25: Sammy Hagar, Co-Founder, Santo Spirits – Sammy shares his mixed feelings about living in California and draws comparisons between the challenges of the music industry and the complexities of the beverage alcohol sector. He also reveals the origins of Cabo Wabo Tequila and reflects on the simpler days of brand-building, when creating a lasting brand felt more intuitive. He discusses the explosive rise of celebrity-backed tequila brands and their impact on the market, providing insight into the creation of Santo and the groundbreaking launch of its “mezquila”—a fusion of mezcal and tequila. Sammy opens up about his early collaboration with Adam Levine, shedding light on their shared vision and why Guy Fieri stands out as someone who outworks everyone in the business. He also emphasizes the importance of entrepreneurs who challenge the status quo, offering his thoughts on how younger generations are reshaping their relationship with alcohol. He also shares his long-term vision for Santo, and how he is positioning the brand for enduring success in an ever-evolving industry. Brands in this episode: Santo Spirits, Cabo Wabo Tequila, Casamigos, Ocho Tequila…

Taste Radio

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How Yaza Went National at Whole Foods Just Weeks After Its Launch 54:02

4 weeks ago54:02

54:02

How many brands can you name that secured national distribution at Whole Foods just weeks after launching? In this episode, we dive into one such success story: Yaza, a rapidly emerging brand of Lebanese-style labneh. We also test yet another "pizza wine" and chat about Hailee Steinfeld's angelic take on RTD cocktails. Show notes: 0:25: Call It A Tease. See Y’all Soon. Oh, Yes We Did. Marvelous Miami. We’ve Had Our Fill. First Look. – Melissa Traverse is buckled in for banter and has a surprise in store for BevNET’s community. We’re all headed to Anaheim in a couple weeks – reach out beforehand. Domino’s collaboration with Yellowtail wine garners mixed reviews. We recap Taste Radio’s Miami meetup and spread love to those who attended. Ray casts doubt at the viability of another celebrity-backed beverage alcohol brand, Melissa speaks about digestives and Swedish treats, Jacqui has “blue tea” and John unloads a box filled with early-stage brands. 35:51: Interview: Christian Karim Khalil, Founder & CEO, Yaza - Yaza specializes in Lebanese-style labneh, a creamy, dairy-based spread that has long been a staple in Middle Eastern cuisine. Launched in 2024, Yaza sets itself apart by emphasizing authenticity and health benefits, including high protein and probiotics. In this conversation, Christian shares how Yaza overcame early production challenges, why Whole Foods recognized the brand’s potential, and how he is strategically evaluating potential collaborations to fuel further growth and expansion. Brands in this episode: Yaza, Yellowtail, Bang Energy, Milonga, Sky Barn, Fruga, Gorgie, Shōjō’s Dojo, Little Saints, Lemonicious, Seasa, Scobucha, Verse, MAA+TE, La Gringuita Cookies, Leisure Hydration, OWYN, Brooklyn’s Best, Hummii Snacks, Mela, Big Mama’s Foods, Frutero Ice Cream, Coconut Cartel, Casalu, Angel Margarita, Wilderton Apertivio, Chikka Chikka, Kolsvart, Wilderton, Kamana, Blue Durango, Cuddle, Nooish, Grounded, Chubbies, Cedar’s, Little Sesame, Fly By Jing…

Taste Radio

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Black Founders Club, Ep. 2 - Navigating Identity, Opportunity & Legacy 42:46

4 weeks ago42:46

42:46

In a candid and insightful conversation, Equitea founder and CEO Quentin Vennie and Greg Lowe II, the founder and CEO of coconut water brand 100 Coconuts, dive into the complexities of embracing their Black identity while navigating the business world. As part of the conversation, they discuss the dual reality of finding support and facing systemic barriers, alongside the evolving landscape of DEI initiatives. They also explore the ongoing challenges Black founders face in accessing capital and the opportunities international markets offer Black-owned brands. Greg also shares the story of securing a major partnership with Disney, highlighting how creativity, culture, and agility set his brand apart from industry giants. He and Quentin also unpack misconceptions about DEI, the long road ahead for equal opportunities, and how their respective journeys are paving the way for other Black founders in CPG. Listen to our first episode of Black Founders Club. Brands in this episode: Equitea, 100 Coconuts, Better Sour…

Taste Radio

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How Emily Griffith Transformed An Overlooked Superfood Into A Beloved Brand 27:17

5 weeks ago27:17

27:17

It’s the ultimate question every CPG founder must tackle: How do I make consumers truly care about my brand? The challenge grows even more complex when your brand is built around an ingredient that’s often misunderstood and overlooked. Emily Griffith, founder and CEO of Lil Bucks, a modern snack brand that champions buckwheat as its hero ingredient, knows firsthand the trials and tribulations of creating products that not only require consumer education but also demand a passionate, loyal following. In this episode, Emily shares her journey starting from selling Lil Bucks at farmers markets to becoming a sought-after brand in retail stores. She discusses the importance of clear messaging (think "gut-friendly granola bites") to connect with consumers and how simplicity, rather than over-innovation, led to success. Emily also talks about sourcing strategies, collaborating with farmers, and the journey to securing key partnerships, including Whole Foods, fundraising for the company’s Series A round and staying grounded as a founder. Show notes: 0:25: Emily Griffith, Founder & CEO, Lil Bucks – Emily and Ray recalled their first conversation at Expo East 2021, before she reflected on the challenges and excitement of breaking into retail in 2021. She talks about the temptation for founders to over-innovate, the difficulty of top-of-funnel marketing, especially when trying to connect with a broad audience and how to collaborate with others while still building her own brand. Emily also explains why hiring an operations leader was a key decision in scaling Lil Bucks and the risks of relying too heavily on one ingredient. She also talks about why getting into Whole Foods was a full court press and why convenience is a key factor in the brand’s innovation strategy. Emily also emphasizes the importance of knowing your brand and processes inside and out when fundraising and why she wasn’t just selling her brand and vision, she was selling herself as a founder. Brands in this episode: Lil Bucks, Bob's Red Mill, Magic Spoon, Think Jerky…

Taste Radio

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‘Death’ vs. Poppi. How Plink’s Patience Is Paying Off. 32:44

5 weeks ago32:44

32:44

As you may have heard, some people are upset with Poppi. While the soda brand’s Super Bowl ad caused a bit of consternation, we have a different take on it… and that of Liquid Death’s controversial TV spot. This episode also features an interview with Luke Montgomery-Smith, the co-founder of Plink, a brand of flavored, electrolyte-infused tablets designed to create effervescent and hydrating beverages. Show notes: 0:25: Chasin’ Breakfast. No Love. Boozin’ Water? A Wunder-ful Option. Hack Vs. Tip. Sub On A Plane. – Ray is one region away from reaching all four corners of the U.S. in a month’s time, and it seems that no one loves February 14. Liquid Death is still pushing people’s buttons (how many calls did Fox get after that ad?), and “big influencer vibes” aren’t for everyone. Where was Big Soda last Sunday? And, did we miss the signs about Diet Coke? Ray shares a couple egg-celent tips, but realizes he might be a hack host. We also hear about a couple egregious things that happened on Ray and Mike’s flight to Miami. 20:05: Interview: Luke Montgomery-Smith, Co-Founder, Plink - Launched in 2022, Plink is a past winner of BevNET’s New Beverage Showdown. The brand is sold at GNC stores nationally along with dozens of independent retailers, as well as online via its website and Amazon. In this interview, Luke talks about the evolution of Plink’s messaging from one focused on sustainability to that of product attributes, why he describes magnesium as a “game-changer” for the brand and how the company considers merchandising as part of its retail strategy. Brands in this episode: Plink, Liquid Death, Poppi, Red Bull, Glenmorangie, Neau Water, Remedy Organics Tropical Greens Protein, Crafty Counter…

Taste Radio

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‘Cream Will Rise To The Top.’ How Emily Heintz Is Raising The Bar With Sèchey. 39:21

6 weeks ago39:21