For Your Own Good Building NYC’s Cult Yogurt Brand from Scratch | Ep057
Kiki Couchman turned a cease & desist into a viral rebrand — and is building the coolest yogurt brand NYC’s ever seen.
Founder of NYC’s cult yogurt brand Sour Milk, Kiki joins me live in front of an audience to talk about how she’s turning probiotics and packaging into a full-blown brand movement. This episode is part startup war story, part brand-building masterclass, and part love letter to making weird things work.
We cover:
Why she changed the name mid-launch and made it go viral
Building credibility with no investors, no retail, and no playbook
The gritty realities of cold chain CPG and fighting Big Dairy
How she’s scaling without burning out — while still making reels every day
Her vision for authentic storytelling, internet-native brands, and being the yogurt of a generation
Plus, we open it up for audience Q&A, and Kiki drops real gems about identity, risk, co-founder relationships, and her take on building in public without selling out. If you’re a founder, creator, or brand nerd — this one’s for you.
Recorded at Founders Common in NYC, a big thanks to Damian and Founders Common for hosting us.
Watch YouTube to catch the video versions: https://www.youtube.com/@KassidyWarren
Subscribe on Apple Podcasts: https://podcasts.apple.com/us/podcast/for-your-own-good/id1793769313
Connect with Hosts/Guests:
Kassidy
https://www.instagram.com/kassidy.warren
Kiki
https://www.instagram.com/couchwoman
Founders Common
https://www.instagram.com/founderscommon
#ForYourOwnGood #KassidyWarren #FYOG