Show Notes
Can a brand be too good at being disruptive? Liquid Death built a billion-dollar business by challenging convention, but as its collaborations multiply and its products move beyond water, some are questioning whether the brand has lost its edge. We debate whether Liquid Death is evolving or jumping the shark, and what its journey reveals about building a brand that stands out and stays relevant. Plus, we dig into Jetty, the new hydration brand from Poppi founders Allison and Stephen Ellsworth, unpack its mysterious early appearance at Whole Foods, recap our London meetup and sample several new products riding the apple flavor wave. Show notes: 0:20: English Evening. More Meetups*. JettSetters. Death By 1,000 Collabs? Apple, Not Autumn. – The hosts recap Taste Radio's London meetup, discuss the strength of the U.K.'s emerging CPG community, highlight several participating brands and thank the event's hosts and sponsors. They also look ahead to the 2027 meetup series and preview the upcoming Nosh Live, BevNET Live and Brewbound Live events in Marina del Rey. The conversation then turns to Jetty, the new hydration and electrolyte brand from Poppi founders Allison and Stephen Ellsworth. The hosts examine the brand's early product and packaging imagery amid reported sightings at a Whole Foods in New York City. They discuss the brand's positioning as an everyday hydration product, its formulation and design, and whether the attention surrounding its initial reveal is intentional marketing or simply an unconventional product rollout. The hosts then debate whether Liquid Death is losing some of its edge, prompted by a recent essay questioning the brand's cultural relevance and its recent collaboration with Pop-Tarts. They consider whether the brand's shock-driven marketing has begun to lose its impact and the challenge of maintaining a distinctive identity. They also highlight Liquid Death's lasting influence on CPG branding, particularly its willingness to draw inspiration from outside the industry. Finally, the hosts sample several new products, including Journee energy drinks, Spindrift Fuji Apple sparkling water, Halfday Crisp Apple prebiotic iced tea and Day Out's limited-edition Apple Pie and Pumpkin Cheesecake protein bites. Brands in this episode: Poppi, Jetty, Liquid Death, Pop-Tarts, Grillo's Pickles, Red Bull, Monster, Death Wish Coffee, Sailor Jerry Rum, Hendrick's Gin, Rotten Candy, Lucky Energy, TRIP, Chili Maven, Living Things, Superfoodio, Kwenched, Feisty Drinks, Dash, Agua de Madre, Moju, Mother Root, Noot, Bellydance, Everystate, Journee, Spindrift, Halfday, Culture Pop, Day Out, Lemon Perfect, Recover180, David, Fly By Jing, Sparkling Ice, Weird Beverages, Rockstar
More from Taste Radio
For CPG founders, growth isn't always about launching more products. Sometimes, it's about doing one thing exceptionally well. In this episode, Big Mozz founder and CEO Matt Gallira explains how that focus helped build a premium frozen food brand now sold in 7,000 retail locations, including Whole Foods, Sprouts, Wegmans, H-E-B, Kroger, Meijer and Target. He explains how food service became a critical engine for retail growth, how the company built distribution across restaurants, college campuses, sports venues and more, and why founders should resist the urge to chase every new product opportunity. Matt also shares how Big Mozz is earning a premium in a price-sensitive category and expanding its reach through a new collaboration with Sauz at Target. Show notes: 0:20: Matt Gallira, Founder & CEO, Big Mozz – Matt explains how consumer feedback at New York City's Smorgasburg market led him to transform a fresh mozzarella concept into a premium frozen food brand. After testing the concept at Smorgasburg, he expanded into festivals and events before growing Big Mozz into a manufacturer serving food service and retail customers. He reveals that food service accounts for 80% of the business, spanning restaurants, college campuses, cruise ships and entertainment venues, where partnerships drive consumer trial and support retail expansion. Having largely bootstrapped growth with limited friends-and-family and angel investment, Big Mozz relies on food service to help fund retail expansion and trade spending. Matt also discusses the brand's packaging refresh, designed to communicate quality through bold colors, appetizing imagery and recognizable ingredient cues. He outlines the company's measured approach to innovation, including spicy and ranch varieties, and its nationwide Target collaboration pairing Big Mozz Mozz Nuggets with Sauz's creamy Calabrian vodka sauce in approximately 1,500 stores. As Big Mozz expands into a broader premium frozen appetizer brand, Matt emphasizes understanding customers, delivering value and listening to feedback. Brands in this episode: Big Mozz, Sauz
What does a retail tour of London reveal about consumer trends at home and abroad? From surprisingly familiar better-for-you candy to date-filled pastries finding new life as mainstream snacks, we sample the products, packaging and positioning catching our attention across the UK market. Along the way, we explore what U.S. and British brands can learn from each other about flavor, functional innovation and retail strategy — and why even a great product can get lost on the bottom shelf. This episode also features an interview with James Clark, the founder of San Francisco-based craft distillery Brucato Spirits. James shares how he's building a California-born amaro brand rooted in local ingredients, radical transparency and sustainable growth – without chasing rapid expansion or an eventual exit. Show notes: 0:20: London Bites. BFY Candy. Pick A Lane. Mo Matcha. Movin' On Up. So Fat. – The hosts sample emerging UK food and beverage brands, exploring trends in flavor, packaging, better-for-you positioning and product innovation. They begin with Yew Sparkling Water's yuzu grapefruit and pickle flavors, then try better-for-you candies Neat Sweets and Wild Thingz, noting the category's substantial retail presence. They also revisit True Dates and sample Datekind's individually wrapped, date-filled snack cakes, discussing how familiar product descriptions can make culturally rooted foods more accessible to mainstream consumers. The tasting continues with Marna's peach iced tea, prompting a discussion about how zero-sugar claims can create confusion around sweetness expectations. They praise Nudie's katsu curry cauliflower crisps and Mindfuel Flow's salted caramel mushroom latte, noting opportunities in flavorful better-for-you snacks and functional ready-to-drink beverages. They also sample Mano Massa's manchego, green olive and red bell pepper corn chips, suggesting the brand seek better shelf placement, and Kloudy's matcha lemonade, debating whether its lemon flavor justifies the name. Finally, the hosts try Fatso's thick Colombian chocolate bars with inventive inclusions and Serious Pig's truffle-flavored, high-protein snack, discussing distinctive formats and polarizing flavors. 27:53: James Clark, Co-Founder, Brucato Spirits – On location at Brucato's distillery in San Francisco's Mission District, James shares the origins of Brucato which was inspired by years lived in Italy and the flavors of Northern California. James explains how the company uses local ingredients, including California Blenheim apricots, to create distinctive spirits, while emphasizing ingredient transparency. James also discusses how consumer interest in ingredient sourcing informs the brand's marketing and innovation strategy, including limited-edition releases that showcase specific fruits and botanicals. Brands in this episode: Brucato Spirits, TRIP, Olipop, Garage Beer, Mojo Mate, Yerba Madre, Momo Kombucha, Yew, Dash, LaCroix, Polar, Neat Sweets, Behave, Wild Thingz, Rotten, True Dates, Datekind, Bakeful, Hostess, Marna, Nudie, From the Ground Up, Mindfuel Flow, Four Sigmatic, Mano Massa, Fritos, Kloudy, Fatso, Serious Pig
In the latest episode of Taste Radio's Elevator Talk, leaders from five emerging CPG brands --Nomaro, Bare Brew, ZZAI, NuMuti and Aire -- introduce their businesses, share what's changed since launch and offer a look at where they're headed next. Joining regular host Ray Latif, editor and producer of Taste Radio, is Claire Ridge, the founder of Ridge Consulting and co-founder of Luna Bay, who brings sharp questions, candid feedback and founder's perspective to each pitch. Want to put your brand in front of experienced CPG operators and investors? Applications are open for future episodes of Elevator Talk. Participation is free, interviews are conducted remotely, and founders get the chance to pitch their products, share company news and get unfiltered feedback from industry leaders. Apply now to be featured in an upcoming episode.
Nine years ago, ALOHA was effectively bankrupt despite having raised $70 million. Today, the protein bar brand generates more than $200 million in revenue. How did the company pull off one of CPG's more remarkable turnarounds? In this episode, CEO Brad Charron reveals the strategy behind ALOHA's resurgence, from rebuilding its product and brand to spending years earning shelf space at Whole Foods and Target. He explains why repeat purchases matter more than distribution wins, how disciplined growth helped the company increase sales by 366% between 2022 and 2025, and why saying no to the right opportunities can be just as important as saying yes. Show notes: 0:20: Brad Charron, CEO, ALOHA – Drawing on his experience at PepsiCo, Chobani and Kind Snacks, Brad explains how he rebuilt the brand by prioritizing taste, product quality and consumer trust before expanding distribution. He discusses ALOHA's positioning as a food brand rather than a supplement, its commitment to transparency and certifications, and its decision to become a certified B Corp in 2020. Brad describes the challenges of earning repeat purchases and retailer support, including years of rejection from Whole Foods and Target. He explains why sales velocity and consistent execution matter more than simply gaining shelf space, and how ALOHA built its digital business while carefully selecting retail partners. He also shares how disciplined growth helped the company expand without sacrificing product quality or profitability. Finally, Brad discusses ALOHA's competitive positioning, potential strategic partnerships and his approach to leadership as an operator rather than a founder. He offers advice to emerging CPG entrepreneurs on prioritizing opportunities, managing resources, seeking mentorship and building a sustainable business before chasing rapid expansion or an eventual exit. Brands in this episode: Aloha, Chobani, Kind Snacks
Protein soda and hard sports drinks are making moves—but is either category built to last? With protein soda betting on big demand for functional fizz and hard sports drinks racking up eye-popping sales, we debate which category has the bigger upside. We also discuss what Constellation Brands' $75 million acquisition of Spikedade signals for beverage alcohol and the news that Justin Timberlake and Jessica Biel have joined protein soda brand Proda as co-founders. This episode also revisits two interviews from Taste Radio's San Diego meetup, featuring Maddie Serviente, a partner at early-stage investor network The Angel Group, and Chuck Casano, founder of fast-growing Pitaya Foods and distribution company HiTouch Libations. Show notes: 33:16: Taking A Trip. Celebrity Muscle. Hard To Watch. Which One Wins? Stick It. Seasoning. – The hosts highlight the upcoming Taste Radio London meetup at TRIP's Notting Hill headquarters and the rebranding of the Nombase Podcast as the CPG Operator Podcast. They then examine the potential of protein soda, prompted by Justin Timberlake and Jessica Biel joining Proda as co-founders, and debate whether consumers will embrace protein in soft drinks. The conversation explores Timberlake's previous involvement with Bai and contrasts celebrity partnerships, from Kobe Bryant's active role at BodyArmor to Tom Holland's involvement with nonalcoholic beer brand Bero. The focus shifts to hard sports drinks, including Constellation Brands' acquisition of Spikedade and Super Lyte's projected first-year sales of four million cases. The hosts weigh the long-term potential of protein soda against hard sports drinks, questioning whether explosive early growth will translate into sustained consumer demand. They also spotlight emerging brands and products, including Suds, a hard soda boasting 10% ABV, oversized cans and playful branding; Waterboy's electrolyte hydration sticks; Dynasty Hydration's blend of electrolytes, vitamins and amino acids; and Freestyle Snacks, which offers olives and pickles in convenient pouches as a savory alternative to traditional snacks. Finally, the hosts sample Culture Pop's sparkling apple flavor, praising its balanced sweetness and seasonal appeal. 29:00: Interviews from Taste Radio's San Diego Meetup – The Angel Group's Maddie Serviente shares what investors look for in emerging brands, from standout products and passionate consumers to realistic valuations and the right strategic partners. Then, Pitaya Foods and HiTouch Libations founder Chuck Casano reflects on the failures, timing and hard-earned lessons that helped shape his entrepreneurial journey. Brands in this episode: TRIP, Mojo, Noot, Everystate, Proda, Koia Protein Pop, Ono, Bai, Hippie Energy, Everystate, BodyArmor, Bero, Athletic Brewing, Spikedade, Pretzelized, From The Ground Up, OWYN, Super Lyte, Surfside, Rally Dog, White Claw, Refreshade, Suds, Jack Daniel's, Coca-Cola, Not Your Father's Root Beer, Waterboy, Dynasty Hydration, Freestyle Snacks, Culture Pop, Poppi, Olipop, Goodles, Mush, Pitaya Foods