(00:00) Intro

(00:12) 22 years in CPG

(06:16) Wanting to build his own brand

(08:23) The Kool-Aid aisle moment

(12:36) Formulating an organic drink mix

(17:06) Why no function

(20:07) Launch timeline

(22:30) Consumer learnings

(27:15) Naming the brand

(29:05) E-com vs. retail

(35:50) Innovation and what's next

(39:12) First-time founder lessons

(42:22) Wrap-up