Taste Radio

Tony Burt has seen the light. But he’s rarely swayed by it. Burt is the founder and CEO of East Imperial, a New Zealand-based brand of upscale mixers inspired by a 1903 recipe for tonic water and made using natural and sustainably sourced ingredients. The brand markets several varieties of tonic water along with a grapefruit soda, ginger beer, ginger ale, soda water, lemonade and kola. A globally distributed brand, East Imperial is specifically focused on the on-premise channel. Its products are featured at world renowned cocktail bars, restaurants and hotels that align with its premium positioning. The company is in the midst of major expansion in the U.S., and despite vast retail opportunities available in the market, Tony is adamant that East Imperial maintains its focus on high-end hospitality. While the allure, spotlight and potential windfall revenue associated with distribution at major retail and restaurant chains are compelling, Burt notes that at the heart of East Imperial’s business strategy is a consistent and disciplined emphasis on the brand’s core values. In this episode, Burt spoke about the origins of East Imperial and his journey from advertising executive to  beverage entrepreneur. He also explained how the company holds the line on pricing and positioning, identifies ideal placement for its products and why it is agnostic about strategic partnerships. Show notes: 0:43: Interview: Tony Burt, Founder & CEO, East Imperial – In Sweden for the holiday season, Burt spoke with Taste Radio editor Ray Latif about his roots in the advertising business and how his experience informed him about trends, innovation and entrepreneurship, how he identified an opportunity in the super-premium tier of the mixer category and why East Imperial is primarily focus on the hospitality channel. He also explained why maintaining focus and discipline is a constant challenge, why rejecting some big distribution opportunities has helped the brand stay on track and how maintaining a consistent pricing strategy has helped the brand maintain its cachet. Brands in this episode: East Imperial

A $900 million M&A deal was a top talking point for the hosts, who also highlighted a $40 million private equity fund focused on investment in emerging brands and opined on both trendy concepts and those of cultural significance.  This episode also features an interview with culinary expert and product developer Henry Hill, who is drawing on his experience as a Michelin-starred chef and beverage entrepreneur to help modern brands optimize flavor and texture.  Show notes: 0:35: Doritos Divide Us. It Makes Sense. Kit Kat Is Number One? “Dry” Bottle Shops & Grimace. – The hosts chatted about a discontinued coffee soda brand before the Newton-based crew sampled the recently announced Empirical x Doritos Nacho Cheese spirit. Reviews were decidedly mixed. They also commented on Chobani’s acquisition of La Colombe and the news that Austin-based Springdale Ventures closed on its second fund, while voicing skepticism about a poll on America’s favorite holiday candy. Later, the team introduced a new segment in which they debated the runway and relevance of food and beverage-related concepts (such as non-alcoholic spirits, a well-known McDonald’s character and cultivated meat) before chatting about new products in the office and sipping on a magnum bottle of zero-proof wine. 31:45: Interview: Henry Hill, Founder, Hill’s Research Kitchen –  Henry Hill is a chef and former beverage entrepreneur turned product developer for the food and beverage industry. The founder of Hill’s Research Kitchen, Henry is tapping his experience – which ranges from working at world-renowned restaurants to commercializing a coffee soda–  to help both emerging and established companies develop new products that can resonate with modern consumers. Our conversation, recorded at NOSH Live Winter 2023, takes a deep dive into his journey and how he is applying insights gained from years in the kitchen along with those on a bottling line to create unique sensorial experiences in new food and beverage products. Brands in this episode: Doritos, Empirical, Chobani, La Colombe, Better Booch, KOS, Mr. Beast’s Feastables, BEATBOX, GOODLES, KitKat, Kinder, Rollin Greens, Kolonne Null, Wize Tea, Shonen Soda

Deux’s first three years in business reads like a case study on how to build an emerging brand: cultivate a community of loyal and engaged consumers who advocate for and frequently buy your products, and leverage DTC success to land distribution at national retailers. Leading with the tagline “the snacks you love with the ingredients you deserve,” Deux (pronounced DOUGH) markets refrigerated cookie dough, dessert spreads and donut holes, all of which are enhanced with functional nutrients and vitamins and contain no preservatives nor artificial flavors, colors or sweeteners. Founder Sabeena Ladha launched Deux in November 2020 with the aim of giving consumers “good for you” options in traditionally unhealthy food categories. Deux’s positioning, striking package design and appeal among social media influencers helped the brand establish awareness and elicit trial among its target consumer base, that of millennial and Gen Z females. In 2021, the brand landed a spot on reality TV show “Shark Tank” and although Ladha didn’t come away with a deal, Deux’s appearance on national television bolstered its following and online sales. Deux has since picked up retail placement at over 1,200 stores, including Whole Foods, Sprouts, The Fresh Market and Target. While a majority of the brand’s revenue comes from DTC business, Sabeena expects brick-and-mortar retail to become the primary driver of Deux sales in 2024. In this episode, Ladha spoke about how her prior work experience helped give the a better-for-you sweets brand a head start, why Deux promotes indulgence first and foremost, how the collaborative nature of its social media and influencer strategy has benefited trial, awareness and innovation, and how she navigates the challenge of managing three product lines.  Show notes: 0:42: Interview: Sabeena Ladha, Founder & CEO, Deux – Ladha spoke with Taste Radio editor Ray Latif about Deux’s recent collaboration with Jumbo Time Wines, why she feels like she has “an unfair advantage over other entrepreneurs,” takeaways from her time working at Frito-Lay and how she identified white space for a better-for-you functional and refrigerated cookie dough. She also explained why being hyper focused on Deux’s target consumers helps clarify business strategy, and shared specific details about its highly effective influencer strategy, including budgeting and contracts. Ladha also discussed her role in social media and consistent presence in posts and the complexity in giving each of Deux’s product lines the time and resources they need to thrive. Brands in this episode: Deux, Jumbo Time Wines

PRIME is a phenomenon. In the two years since its launch, the hydration and energy drink brand has risen to become a major player in both beverage categories and is generating hundreds of millions of dollars in revenue. What makes it so special? The hosts unpacked PRIME’s appeal and remarkable success. They also discussed a head-scratching-yet-spectacular collaboration between Doritos and a Copenhagen-based spirit company, highlighted key details to include in investor pitches and featured a handful of new products, including a delightful Girl Scout cookie-inspired snack. Show notes: 0:35: The New Vitaminwater. “Weird Booze” Tasting. Unsolicited Advice For The GSOA. Hey, Babe. Advent, Evolved. – The hosts pulled back the curtain on why BevNET chose Prime as its 2023 brand of the year and why John sees parallels between it and vitaminwater. They also wondered about the pairing of a sophisticated spirit brand and one often described as “junk food,” praised NOSH’s pitch slam finalists and sipped on a secret matcha-infused cream liqueur. The Newton team also snacked on chocolate mint-flavored mini waffle cones, while Jacqui showcased her favorite new advent calendar and set the stage for an on-location Taste Radio recording. Brands in this episode: PRIME, vitaminwater, Bodyarmor, Omsom, Fly By Jing, Empirical, Doritos, Four Loko, Koia, Chubby Snacks, Fishwife, Slim Jim, Tito’s, Glenrothes, Tostitos, Lay’s, Once Upon A Farm, Annie’s, Lentiful, Zwita, Fair & Square, Lexington Bakes, Confusion Snacks, Maazah, Muddy Bites, Babe Kombucha, Evolved, Hoplark

They say that everyone loves a good comeback story. Rudi’s is writing the first chapter of a new one. Founded in 1976, the Colorado-based brand markets organic and gluten free breads, including sourdough loaves, English muffins, wraps and buns, and has fostered a loyal consumer following at natural and conventional retailers including Whole Market and Kroger.  In 2014, natural foods company Hain Celestial acquired Rudi’s from private equity firm Charterhouse Equity Partners for $61.3 million. At the time, Rudi’s generated nearly $85 million in annual retail sales, according to published reports. Unfortunately, brand sales and distribution regressed under new ownership. By May 2020, revenue was down to $35 million while ACV in the natural channel, which had been at 98%, plunged into the 30s. That month, Hain unloaded Rudi’s to Mayfair Equity Partners, which incorporated the brand into its Promise Gluten Free bakery business. Over the next two years, Rudi’s saw two CEOs arrive and depart, but in October 2022 Mayfair enlisted board member Jane Miller, who previously led the brand from 2008 to 2014, to helm the company. Rudi's also tapped experienced food and beverage executive Adam Hertel as chief sales officer. Their plan to breathe new life into Rudi’s has evolved over the past year and came with the realization that sales and distribution couldn’t return to 2014 levels without a significant shift in strategy and investment in innovation. In this episode, Miller and Hertel explained how they identified the most pressing issues at Rudi’s and detailed its close working relationships with its retail partners to develop new products, including Texas toast and breakfast sandwiches. Show notes: 0:43: Interview: Jane Miller, CEO & Adam Hertel, Chief Sales Officer, Rudi's – Taste Radio editor Ray Latif spoke with Miller and Hertel at NOSH Live Winter 2023 about their respective paths to Rudi’s, how they incorporated market research and consumer trends into the company’s innovation strategy and how they factor timing and retailer resets into new product development and what gave them confidence to play in new categories. They also discussed how Gen Z and Alpha consumers fit into Rudi’s business strategy and brand positioning as a whole, why “95 percent vs. 99 percent certainty” is a rule they abide by and whether they advocate for team members to have an entrepreneurial mindset or prefer for ideation and strategy to be generated by leadership. Brands in this episode: Rudi’s Bakery, Jimmy Dean, Uncrustables

In the midst of our Winter 2023 events, the hosts highlighted the brands that triumphed in the NOSH Pitch Slam along with BevNET’s Cocktail Showdown and New Beverage Showdown. They also spoke about the palpable energy and enthusiasm at the events and why a new generation of THC-infused beverages indicates a promising future for cannabis drinks. 0:35: What Day Is It? Connections Aplenty. A Sitar Under The Stars. — Ray and the team spoke about their first week in Marina Del Rey, the events’ new venue and attendees’ praise of plentiful networking opportunities and retailer meetings. They also discussed the quality of brands participating in the BevNET and NOSH competitions and how Calexo’s victory in the New Beverage Showdown reflects strategic companies’ evolving perspective on cannabis drinks. Brands in this episode: Lentiful, Confusion Snacks, Zwita, Lexington Bakes, Maazah, Calexo, Magic Cactus, Ponyboy Slings, Mission Craft Cocktails, Fresh Fizz, Good Spirits Cocktails, Fast Penny Spirits, DIO Cocktails, Tif's Spiked, Fresh Fizz Sodas, BTL SVC, Mason Dixie Foods

It’s doubtful that Jimbo Someck would ever characterize himself as an influencer, but it’s an apt description given his passionate and effective advocacy for organic and natural foods over the past five decades. Someck is the founder of organic-centric grocery chain Jimbo’s, which operates four locations in the San Diego area. He opened his first store in 1984 and has long been a prominent figure in the development of the natural food industry. Jimbo’s standards for selling high-quality and nutritious food have consistently won the chain plaudits and admirers. Meanwhile, its embrace of nascent and innovative concepts has earned it a reputation as a proving ground for disruptive food and beverage brands. In this episode, Someck chronicled the origins of his interest in organic food and the development of his grocery chain, how Jimbo’s evaluates novel ideas and products and how he leverages his influence to promote values that he is passionate about, including regenerative agriculture. 0:43: Jimbo Someck, Founder, Jimbo’s – Someck spoke with Taste Radio editor Ray Latif about Jimbo’s overarching mission and “bill of rights,” the evolution of the natural/organic food and beverage industry, how Jimbo's curates its selection amid growing demand for affordable and accessible organic food and his perspective on plant-based meat and alternatives to animal-based protein. Brands in this episode: 

The hosts discussed a planned merger between upscale corner store retailers Foxtrot Market and Dom's Kitchen & Market, munched on international snack brands and recalled a time when BevNET briefly entered the bar business. 0:35: Review And We Shall Drape Thee. You Got Two Days. We Have The Munchies. – Ray reminded listeners of the value that comes with reviewing Taste Radio on Apple Podcasts, and the hosts collectively urged folks not to miss out on BevNET and Brewbound Live. They also reflected on Foxtrot/Dom’s deal, heaped love on LOVO (and some shade on KitKat) and went to town on a fresh box from Munchpak, a subscription-based brand that delivers monthly boxes of international candy and snacks. Brands in this episode: Just Ice Tea, Lovo Chocolate, Kit Kat, Fanta, Keogh’s, Pipers, Gra Nuts, Slush Puppies

In the two decades since launching her eponymous Indian-inspired food brand, Maya Kaimal has introduced zesty simmer sauces, spicy rice dishes and piquant condiments to millions of Americans. And while she achieved a level of scale and success that few thought possible, there were also challenging times, like when she faced the prospect of bankruptcy and selling her house. A former photo editor for Saveur magazine, Kaimal started Maya Kaimal Foods in 2003 behind the belief that Indian cuisine needed new context. Her vision was to make accessible and easy to use products for creating flavorful and healthy Indian food at home. In its early days, the brand scored wins at specialty retailers in metro New York and later at Whole Foods stores across the U.S. In subsequent years, Maya Kaimal Foods pivoted from refrigerated to shelf-stable formulations and built a robust innovation pipeline that helped the brand gain distribution at thousands of new retail locations nationwide, including Safeway, Albertsons, Costco and Target. Throughout the process, however, Kaimal noted that there were many unexpected challenges and missteps, including some that in retrospect could have been avoided. In this episode, Kaimal explained how focusing on placement in the perimeter of the store supported consumer education early into the brand’s development; how the company operates and innovates at the intersection of data, trends and retailer needs; aligning with an investor that should support her vision; and what she’s learned about hiring the right – and wrong – people. Show notes: 0:43: Interview: Maya Kaimal, Founder, Maya Kaimal Foods – Kaimal spoke with Taste Radio editor Ray Latif about how both Julia Child and her parents influenced her passion for cooking, how she cut her teeth in food by writing a cookbook and how getting laid off in 2002 launched her into entrepreneurship. She also explained how relationships with retail buyers gave her a foot in the door, why she was adamant that the brand’s first products needed to be refrigerated (and how it benefited its merchandising strategy), and how she addressed questions about the scale and potential with investors. Maya also spoke about why innovation is “an ongoing conversation” and focused on “meeting people where they are,” how she identified North Castle Partners as the right fit for a strategic partner and why entrepreneurs should look from within their community to fill leadership roles. Brands in this episode: Maya Kaimal

It’s not often that a high-profile investment deal is announced just before a major holiday, but we got lucky this week. After discussing the news that Kim Kardashian’s private equity firm SKYY Partners has invested in upscale condiment brand TRUFF, the hosts munched on a new brand of cookies launched by popular Twitch streamer Pokimane and dove into a growing pool of caffeine-free energy drinks. Show notes: 0:35: For Future Reference… Congrats, Nicks (& Kim). Skillet Sweet. Nog & Nitro. – On the cusp on Thanksgiving, the hosts chatted about Turkey Trots,PRs and John chugging gravy before turning to topics like Kim Kardashian’s acquisition of “a significant minority stake” in TRUFF, how a gluten-free skillet cookie became a studio favorite and whether good egg nog is bad a couple days after the expiration date. They also spoke at length about a new brand of cookies (and somehow avoided the controversy surrounding it), praised a new Straightaway SKU and hailed Jacqui’s attempts to minimize coffee consumption. Brands in this episode: TRUFF, Tofurky, Wholly Gluten Free, MOSH, Super Coffee, Simulate, Verb Energy, Myna, Mud\WTR, Straightaway Cocktails, Clover Sonoma