Taste Radio

At one point during our conversation with Four Sigmatic founder and CEO Tero Isokauppila, he recounts a story about playing golf with the CEO of a large and well-known U.S. retailer. The executive told Tero that Four Sigmatic wouldn’t be successful because of its esoteric brand name. It’s fair to say that the CEO underestimated the trailblazing company. Founded in 2012, Four Sigmatic pioneered the now thriving category of mushroom-centric food and beverages. The brand markets a platform of organic ground coffee, protein powders, creamers and supplements that are infused with functional fungi, including reishi, lion’s mane and chaga.  Four Sigmatic’s flagship mushroom coffee is the leading ground coffee on Amazon, and is the anchor for its significant e-commerce business, which represents more than half of its sales. The brand is also represented at major retail chains, including Walmart, Whole Foods, Target, GNC, Albertsons and The Vitamin Shoppe and generates tens of millions of dollars annually. In this episode, Tero talks about how his personal background as part of the 13th generation of a Finnish farming family influenced his decision to launch Four Sigmatic, navigating an ahead-of-its-time trend, how he overcame “making every mistake a founder can make,” and how the company aligns category insights and innovation. Show notes: 0:35: Tero Isokauppila, Founder & CEO, Four Sigmatic – Tero and Ray kick things off with a brief chat about Kalsarikännit, a Finnish word with a very strange definition, before the entrepreneur talks about his family’s farm, the reason why children generally avoid mushrooms and whether “sigma” will show up more often in Four Sigmatic social posts. Tero also explains how his parents’ professions influenced his education and created a foundation for his foray into entrepreneurship, why he says “mushrooms chose me,” and how Four Sigmatic addresses consumer skepticism about fungi. He also talks about how the company planned and participated in sampling demos and events early into its development, the impact of sponsoring podcasts in the development of the brand, and how a boom in mushroom-infused food and beverages has affected awareness and misinformation about functional mushrooms. Tero also discusses the evolution of Four Sigmatic’s package design and why the brand emphasizes functionality more than it has in the past, why he doesn’t believe that great packaging is an indicator of potential success for early-stage brands, and why he views his brand’s name as “part of our journey.” He also talks about Four Sigmatic’s success on e-commerce and why the company needs to evaluate its strategy every 6-12 months, his perspective on investing time and resources on Amazon vs. DTC, why he advises new entrepreneurs that when it comes to product development “just do the one thing,” and why he describes category management as “both an art and a science.” Tero also explains how Amazon and Whole Foods are creating a synergistic omnichannel platform and talks about his funding strategy as an angel investor and how price and taste influence his perspective. Brands in this episode: Four Sigmatic, Annie’s, Once Upon A Farm

Was Newtopia Now worth a visit? Why are founders flocking to San Diego? Is “Side Hustlers” the new “Shark Tank”? What’s going on with instant noodles? And, is drinking pastrami a real thing? All good questions. The hosts have answers. Show notes: 0:25: Naked + Famous. Sippin’ In The CPH. Newtopia FOMO. Meet Up. Reese W. Instant Debate. Deli Drink. – Ray and Mike are back after a two-week hiatus and both praise Jacqui on her hosting skills during their absence. Ray chats about Craven’s Scandinavian consumption habits and everyone decides they’ll attend the next edition of a new trade show. The hosts also highlight the upcoming Taste Radio Meetup in San Diego on Sept. 25, before Mike talks about a new business pitch television show focused on female founders. Ray busts out a bunch of easy-prep noodles and Jacqui showcases a couple unusual collaborations. Brands in this episode: Bonbuz, Brune Kitchen, Maruchen, Funyons, immi, Watcharees, Nomad Popcorn, Tru, Driftaway Coffee, Leisure Hydration, Spicewalla

He may be nicknamed “The Beverage Whisperer,” but when Ken Sadowsky speaks he’s heard loud and clear.  A longtime industry advisor and investor, Ken is one of the most respected and influential voices in the beverage business. Ken is currently the executive director of The Northeastern Independent Distributors Association, known as NIDA, a group of wholesalers that operate in states from Maine to Pennsylvania. He’s also a senior advisor with Verlivest, the Belgium-based investment holding company founded by the owners of Anheuser-Busch InBev, which holds stakes in Oatly, Vita Coco and Hint Water. Ken is personally invested in and an advisor to several beverage companies including LifeAid, Icelandic Glacial, Recess and Dyla Brands.  This episode is the third of a trilogy with Ken, who also joined us for conversations in 2016 and 2019. Ken and Taste Radio editor Ray Latif sample drinks representing fast-growing, bleeding-edge and established categories, including better-for-you sodas, cannabis libations, nonalcoholic cocktails, and shots of the juice variety. As they sip their way through a mish-mash of beverages, Ken shares his perspective on trendy concepts, package design, formulation his investment thesis, and successful retail strategies. Show notes: 0:35: Ken Sadowsky, The Beverage Whisperer – Ken and Ray engage in some Sox talk before they dive into a mass of beverages, foreign and domestic. Ken talks about cutting his teeth back in 1983 and his ability to understand what brands have what it takes to go from “the core consumer to the more consumer” and why he’s not bullish on non-nutritive sugar alternatives. They sip on some Chamberlain Coffee and chat about how the cold brew coffee category has morphed and whether non-alcoholic cocktails are – at this point – more sizzle than steak. Ken also explains why he’s a fan of entrepreneurs with industry experience and why it’s important to be nice to your distributors, before sipping on Olipop’s limited-edition Barbie collaboration and sharing his take on the future of better-for-you sodas. He also admits to being an “illegal cannabis consumer” (not really), why you should sample beverages warm, getting retailers to merchandise your brand in two locations and the Catch-22 of fundraising. Brands in this episode: Mountain Dew, Chamberlain Coffee, Throne Sport Coffee, Vitaminwater, De Soi, Little Saints, Lapo’s, Seedlip, Parch, Honest Tea, Prime, Alani Nu, Olipop, Slim Fast, Poppi, Evolution Fresh, Nantucket Nectars, Nixie, Late July, Cape Cod Potato Chips, Milonga, Recess, Magic Cactus, Alldae, Guayaki, Yerbae, Louie Louie, Fhirst, Wunderground’s Brain Wash, Califia Farms, Starbucks, Loom, The Turmeric Co., Icelandic Glacial

A recent Linkedin post penned by an executive of online distribution platform Pod Foods ignited a passionate discussion about the limited routes to market for emerging brands and whether things might be changing for the better… or worse. Taste Radio’s hosts have their say on the matter. Show notes: 0:35: JacquIC. Mayor Melissa. Peter’s Post. Call Her Sir. Church Beer. Hydrate, Then Hike. – Jacqui takes over primary hosting duties while Ray is OOO, and does a damn good job of it. Melissa has a new moniker, and it fits her well. Community Call is, in a sense, casting – email to learn more. The hosts all weigh in on Peter Gialansis’s scribe, why UNFI and competing brands may be unfairly cast as the villains and the upside to a long and arduous road. They also share their two cents on Queen B’s latest opus and talk about upcoming industry events in San Diego before John presents his spicy mashed potatoes. Melissa then shows a patriotic side and Jacqui explains how she’s preparing for a very steep journey. Brands in this episode: Soom Foods, Hotpot Queen, SirDavis, Idahoan, Tapatio, Fly By Jing, Pistakio, United Sodas, Misfit, Only Hydration, Liquid IV

Straight talk can be hard to come by. Speak with Taylor Foxman, however, and the veteran beverage executive and industry advisor will give you the unvarnished truth, or, as she does in this episode, declare something an outright falsehood. Taylor has over a decade of experience in beverage alcohol and beyond, having worked for globally recognized wine, beer and spirit companies including Pernod Ricard and Gruppo Campari.  She’s currently the founder and CEO of The Industry Collective, a leading beverage and cannabis advisory firm and is also a board member/board advisor with investment firms Alethia Ventures and MacArthur Capital. In this episode, we speak with Taylor for a conversation framed as a series of statements that she addresses as true or false, including those about the value of great taste, the impact of bad PR, the sober-curious movement, the future of cannabis beverages and Gen Z consumers’ relationship with alcoholic drinks. Show notes: 0:35: Taylor Foxman, Founder & CEO The Industry Collective – Taylor chats with Taste Radio editor Ray Latif about her home office in New York before discussing her career experience and work with fast-growing beverage companies. Taylor then shares her take on a range of statements related to beverage brands and CPG in general, beginning each response with true or false. Her replies incorporate her perspective on public relations, personal investment strategy (and how it relates to her fridge game), why she’s bullish on moderation, a certain reality TV show, the power of one’s network in their ability to raise money and whether great brands always have a great founder story. Brands in this episode: Ponyboy Slings, Boston Beer Co., Lyre’s, Athletic Brewing Co., Poppi, Dio Cocktails

The hosts welcome NOSH managing editor Monica Watrous to the show as they discuss Mars’ $36 billion acquisition of Kellanova, including key takeaways from the deal, its impact on the food industry and why it may spur a flow of M&A activity among entrepreneurial companies.  Show notes: 0:35: Ripple Effect. Bread Certified. Yu Try That New Brew? Cold Kelce. Meet Tha Kids. – Ray and Mike are OOO, so no soccer banter, but Monica is here to share the deets on a couple new episodes of CPG Week and her plans for the upcoming Newtopia Now trade show. She also presents a historical perspective and analysis of the Mars/Kellanova deal before John highlights a Linkedin post penned by Once Upon A Farm co-founder and CEO John Foraker about the potential for it to “start an avalanche.” The hosts munch on chia-laden snacks, sip on Liquid Death’s chocolatey collaboration with Van Leeuwen Ice Cream, tease a peanut butter taste test and praise a new premium instant coffee. Brands in this episode: Once Upon a Farm, M&Ms, Snickers, Dove Chocolate, Rice Krispies, Pop-Tarts, Pringles, Cheez-It, Starburst, Skittles, Twix, Kind Snacks, TruFru, Natural Heaven Foods, SkinnyPop, Pirate’s Booty, Dot’s Pretzels, RXBAR, Nutrigrain, Nature’s Bakery, Chia Smash, Liquid Death, Van Leeuwen, One Trick Pony, Diamond Brew, Ruby Jean’s Juicery

It’s not a stretch to say that Olipop has altered the beverage landscape.  Co-founded by industry veterans Ben Goodwin and David Lester in 2018, Olipop pioneered the breakout category of functional, low-calorie soda and has become one of the fastest growing drink brands in recent memory.  The company is expected to generate $500 million in revenue this year and its products are sold in over 35,000 retail stores across the U.S., including major chains Walmart, Target, Whole Foods, Publix, Kroger and Costco. Remarkably, the company is also profitable. Olipop’s rise, fueled by Gen Z consumers seeking a healthier alternative to legacy libations, spurred the launch of dozens of new entrants into the space. Strategic companies have, expectedly, taken note.  The brand’s ascent is not common, but its co-founders adherence to business fundamentals, simple and clear messaging, and mission-driven values have given the brand a foundation on which it has flourished.  In this episode, Ben and David talk about how Olipop’s gradual embrace of the word “soda” has resonated with consumers and why marketing doesn’t lean heavily into the products’ functionality. They also explain why its mission and economic outcome “will forever be entwined,” their perspective on either an alignment with or  sale to a beverage conglomerate, and why they strive to be “experts in the leadership” of their business. Show notes: 0:35: Ben Goodwin & David Lester, Co-Founders, Olipop – Ben and David chat about their first appearance on Taste Radio in 2020 before they talk about their passion for electronic music and the former’s role as the DJ for Olipop’s holiday party. The co-founders also discuss how the term “soda” has undergone a renaissance, how they communicate value to consumers, why nostalgia was embedded in the creation of Olipop and why they are adamant about maintaining the functionality of the beverages, despite external cynicism. They also discuss the benefit of a remote working culture, explain why hiring talented leaders at the strategic level is “beyond critical,” draw an analogy to the active ingredients in energy drinks to those in Olipop and why they believe strategic companies see value in functional brands. Ben and David talk further about how listening to Olipop’s consumers resulted in the creation of the brand’s new shelf-stable line and why entrepreneurs who invest in their mental and emotional health can create great businesses. Brands in this episode: Olipop, Recess, Fuze, BodyArmor, Red Bull, Monster, Celsius

Prior to the announcement of Mars’ $36 billion acquisition of Kellanova, the hosts discussed the possibility of a major M&A deal, one that could create a domino effect for some CPG brands. They also opined on the future of NA bottle shops, munch on ramen-flavored snacks and sip on banana cream soda. Show notes: 0:35: Hoodie Jinx. Junk Food, Part Deux. Fung Wah. An Ambient Future. NA & THC. — It’s clear that Mike and Ray dressed from the same closet, but neither is into granny thrifting. Ray shares limited-edition flavor of Jacqui’s favorite childhood snack and promises to bring her a bag when the team meets up in San Diego next month, and the hosts chat about birthday cake flavor and reminisce about a defunct bus company. They also discuss Olipop’s new line of shelf-stable sodas and Poppi’s eye-popping marketing spend during the first four months of 2024, before chatting about the first two speakers announced for NOSH Live Winter 2024 and why the beverage industry is cheering for Sechey, but no so much for Boisson. Mike and John crack open a banana beverage and non-alcoholic tequila, respectively, before the former gives an update on his experience with THC gummies.  Brands in this episode: Funyuns, Twinkies, Maruchan, Pop-Tarts, Sprinkles, Spudsy, Bang Energy, Olipop, Poppi, Red Bull, Bai, Vita Coco, Zico, Justin’s, De Soi, Kin Euphorics, Ghia, Wildwonder,Rudi’s, Phil & Goode, Gorilla

Michael Preysman turned heads in 2011 when he launched pioneering DTC apparel brand Everlane. With his latest venture – Magna, a brand of sports wellness powders infused with magnesium – he has once again captured the attention of many, particularly those in the beverage industry. In 2022, Michael stepped down as Everlane CEO and took a new role as the company’s executive chair and climate lead. After handing over the day-to-day responsibilities of running Everlane, whose 2023 revenues are pegged to be north of $200 million, Michael focused on Magna, which debuted last month. Leading with the tagline “for those who play the long game,” Magna markets hydration powders that are made with three forms of magnesium along with electrolytes. The company, which developed the products in partnership with doctors and athletes, are promoted as providing greater focus, energy and recovery.  Magna comes in four flavors – lemon lime, tea lemonade, watermelon lime, and peach mango – and is sold direct-to-consumer via its website, where a box of 30 sachets sells for $55 or $45 by subscription. In this episode, Michael spoke about how his personal interest in magnesium spurred the development of Magna, how he leaned into his skill set to create the brand, lessons from building Everlane that he is applying to the new company and the surprises and challenges that have come during his second stint at entrepreneurship. Show notes: 0:35: Michael Preysman, Founder, Everlane & Magna – Michael and Taste Radio editor Ray Latif chat about their respective philosophies on facial hair, whether the entrepreneur wears his own brand and why 1/11/11 is an important day in his life. Michael also discusses the origins of Magna and why he chose to create a beverage powder versus an RTD, creating authentic relationships with customers, his perspective on differentiation for both Everlane and Magna and why the latter’s packaging draws inspiration from a cigarette brand. He also talks about content creation and the value of people in advertising, how he thinks about and implements a customer service strategy, why co-packing is trickier than he anticipated and how to identify and work with mentors. Brands in this episode: Magna

A promising brand shut its doors this week, and its founder claimed that a confluence of factors led to its demise. Taste Radio’s hosts, however, wonder if the company’s problems stemmed from a single simple issue. They also riff on the ubiquity of “brat summer,” toss Twinkies and pop bottles of the NA variety. Show notes: 0:35: Pump Up The Jam. Dude Dad x Rizzberry. Kelp Burgers. Pasta Snacks, Pt. 3. Cuppa Projo. – Jacqui reveals her pre-banter routine, Ray breaks out an unexpected and mysterious snack that Mike starts to throw at everyone, and John turns to ChatGPT for some assistance. The hosts also discuss Akua’s decision to cease operations and whether its kelp-centric portfolio had a viable path to mainstream retail, before they sip on bubbly libations and snack on pasta-based puffs. Brands in this episode: Twinkies, Little Saints, Akua, Actual Veggies, Impossible Foods, Seacherones, Eat The Change, Just Ice Tea, Oddbird, Ghia, S’Noods, Penne Straws, Goya, Lottie’s Meats, Loisa, Tantos, Saga, Lapo’s, Projo