Taste Radio

It was fun while it lasted... The hosts shared highlights from the final edition of Natural Products Expo East, including new brands, standout collaborations and innovative line extensions. Show notes: 0:35: Cinderella Song… Or Is It? Fork & Spork. Mixed Bag O’ Sweeteners. Mike Didn’t Dunk. –  The hosts discussed the community’s reaction to the sunsetting of Expo East and what might mean for other trade shows, offered dining recommendations for Philly and reviewed a rare collaboration between a food and beverage brand. They also riffed on low-sugar gummies and chocolates and the challenge in marketing products made with non-nutritive sweeteners, pickle-flavored foods and upstart brands marketing better-for-you trail mix, pecan milk, kid-centric nutrition bars and “modern Middle Eastern” hummus and pita bread. Brands in this episode: Aura Bora, Graza, ChocXo, Chutni Punch, Blobs, Root Foods, Treehouse Naturals, Better Sour, Patience Fruit & Co., Bollygood, Recoup Beverages, PLINK!, Daily Crunch, Dalsi, Happy Wolf, Absurd Snacks, MALK, This PKN, Baba’s, Ziba Foods, Maazah, Ya Oaxaca!

For the leader of a company that is generating $1.5 billion in measured retail sales annually, Celsius CEO John Fieldly is remarkably frugal. He insists on flying coach and eschews expensive dinners while on the road. Thriftiness is a part of his personality, he says, but it’s also about setting an example.  Since taking the helm in 2017, Fieldly has built Celsius into one the fastest-growing beverage companies in the world. The brand, whose positioning has evolved from a focus on dieting to that of fitness-oriented energy, has emerged as the third best-selling energy brand behind Red Bull and Monster.  Throughout his tenure, Fieldly has consistently emphasized traditional business fundamentals and profitability, maintaining that every expense requires a valid reason. Financial discipline, he notes, is embedded in company culture and has helped get Celsius to where it is today. In this episode, Fieldly spoke about Celsius’ progress since his last appearance on Taste Radio in 2021, why brand-building is about “figuring out where you fit in a consumer’s life,” navigating expectations and opportunities with strategic partner Pepsico and how junior-level employees influence the company’s innovation strategy. Show notes: 0:35: Interview: John Fieldly, Chairman and CEO, Celsius – Fieldly spoke with Taste Radio editor Ray Latif about his recent presentations at investor conferences, before reflecting on Celsius’ growth over the past three years and why he continues to maintain an open-door policy amid a surge in staffing. He also explained how ambition and paranoia help maintain the brand’s momentum, why humility helps the company better understand and sell to its consumers and why Celsius’ high-profile partnership with Pepsico doesn’t mean the company is running any victory laps. Later, he discussed how the company considers innovation and the brand whose portfolio he aims to emulate. Brands in this episode: Celsius, Red Bull, Monster Energy, Gatorade 

Amid a spate of high-profile investments and acquisitions, the hosts assessed Brooklyn Brewery’s alignment with Hoplark and what it means for the emerging segment of hop-centric beverages and also discussed the timing of Smuckers’ $5.6 billion purchase of Hostess Brands. This episode also features an expansive interview with Adam Crocini, the SVP and global head for food and beverage brands at Hilton. Show notes: 0:34: Get Some Expo-sure. Rudi’s Convenience. Bullish Or BS? Banza & Bevs. – As the team gears up for Expo East 2023, they sampled a handful of new products that will be featured at the annual event, and discussed growing consumer demand for hop-flavored alcohol-alternative beverages and a widening pool of brands and investors in the space. They also spoke about Banza’s foray into frozen waffles and what makes for a successful brand extension, before sipping on several new products, including tea-based energy drinks, “superfruit” sodas and RTD non-alcoholic cocktails. 36:29: Adam Crocini, SVP & Global Head, Food and Beverage Brands, Hilton – Since 2018, Crocini has been at the forefront of enhancing the Hilton’s food and beverage offerings across its 7,000 properties spanning 122 countries and territories. His strategy guides everything from partnerships with Michelin-starred chefs to grab-and-go pantries. Taste Radio editor Ray Latif spoke with Crocini about how Hilton has navigated a post-Covid shift in guest expectations for food and beverage, how local and artisanal brands factor into its strategy and how interest for low and no-alc beverages impact its bar menus and in-room drink options. Brands in this episode: Honey Mama’s, Mike’s Hot Honey, Rudi’s, Uncrustables, Chubby Snacks, Hoplark, Sierra Nevada, Hop WTR, Lagunitas, Athletic Brewing, Hostess, Twinkies, Banza, Brazi Bites, Eggo, Belgian Boys, CHA, Better Booch, Alldae, RSRV Collective, Boosthe, Snickers, Toblerone

When Christy Goldsby launched Honey Mama’s in 2013, her vision for the brand was simple: make better-for-you, delicious snacks accessible to more people. Early on, however, communicating the attributes and better-for-you nature of her nutrient-rich refrigerated truffle bars had been anything but easy. Goldsby noted that during the brand’s first few years on the market, most people “didn’t know what the heck the products were.” While words may have fallen short, the bars’ indulgent flavor and creamy texture spoke volumes. Great taste generated a loyal base of consumers and brand evangelists. Today, Honey Mama’s is available in over 8,000 stores nationwide, including Whole Foods, Target, Sprouts and Costco. The brand’s traction in natural and conventional channels attracted the attention of San Francisco-based venture capital firm Amberstone, which led Honey Mama’s $10.3 million Series A funding round, completed in August 2021. In this episode, Goldsby spoke about how her experience as a bakery owner influenced the development of Honey Mama’s, why demoing is the foundation of its marketing strategy and the evolution of its positioning and packaging. She also explained how the company navigated a high profile retailer’s devastating decision to discontinue the brand and why handing over day-to-day operations was the right move for its future. Show notes: 0:43: Interview: Christy Goldsby, Founder, Honey Mama's – Goldsby spoke with Taste Radio editor Ray Latif about Honey Mama’s new “Truffle Treats” line before discussing her perspective on launching the brand at age 44 and lessons learned from her first business. She also explained how she developed strong relationships with the brand’s first retailers, the company’s gradual shift from an emphasis on “superfoods” to indulgence and why she “checked our ‘truth radar’ at every step” of Honey’s Mama’s package revamp. Later, she discussed the brand’s rise and fall at Trader Joe’s, and why CEO Jared Schwartz is an ideal counterpart. Brands in this episode: Honey Mama's

When legacy brands start looking like startups, should entrepreneurs be worried? The hosts discuss. They also highlight several new and notable products, including chakra-specific shots and a cap-activated bottled cocktail. We also meet with Alan Kennedy, the master blender for rye-forward whiskey brand Redemption, who discusses the brand’s emphasis on premiumization of experience across its portfolio. Show notes: 0:39: A Troll’s “Tears.” Barbie Bottles. Snacking Pineapple And Wasabi Cheese. Twisty Cocktails. – Ray and Mike returned to the show and the latter brought his favorite beverage with him. The hosts chatted about attention-grabbing rhetoric surrounding the “Barbie” movie and a new LTO featuring the pop culture icon, as well as Dole’s solid segue into snacking and entrepreneurial takes on puffs and popcorn. Jacqui sipped on an “ayurvedic superdrink” while everyone wondered about its scaling potential and also discussed The Glenlivet’s innovative RTD libation.  33:24: Alan Kennedy, Master Blender, Redemption Whiskey – Kennedy joined Redemption owner Deutsch Family Wine & Spirits in November 2022 and oversees all aspects of production and innovation for the brand, which describes itself as “leading the rye revival in America.” Two decades of experience in the culinary, hospitality, wine and spirits industries gives him an uncommon perspective on distilling and blending, yet one that remains focused on delivering consumers a premium and quality experience at every sip, a topic he expounded upon in this interview.  Brands in this episode: Richard’s Rainwater, PATH Water, Swoon, RIND, Chuza, Yummate, CheeseBits, PopZup, Pipcorn, Chakra Chai, The Glenlivet, Karma Water, Redemption Whiskey 

Richard Laver’s first beverage brand is named after his daughter Kate. He named the second one, Lucky F*ck, after himself. A former professional tennis player, Laver became an entrepreneur out of necessity. Kate was born with cerebral palsy and couldn’t eat solid foods nor was able to tolerate tube-feeding formulas. Frustrated with the lack of better-for-you options for his daughter, he created a protein shake made with plant-based ingredients and free from common allergens. The beverage helped Kate thrive, and Laver, sensing it could benefit others, commercialized the product, launching Kate Farms in 2012. The brand has since become the most recommended plant-based formula in U.S. hospitals. Two months after Kate Farms closed on a $75 million dollar Series C funding round in September 2022, Laver stepped away from the company and set his sights on another beverage category he viewed as ripe for disruption: energy drinks. The goal was to create what he describes as an “anti-brand” akin to Liquid Death. The result is Lucky F*ck, a name inspired by Laver’s survival of a 1985 plane crash. Designed to appeal to Gen Z and Gen Alpha consumers, the brand launched in August and promotes five “super” ingredients, including maca and ginseng, five calories per 19.2 oz. can and no aftertaste. In this episode, Laver chronicles his path from a 12-year-old child who made it out of the crash that killed 136 people, including his father, to being homeless at age 27, as well as the birth of his daughter and the eventual development of Kate Farms. He also discussed how a pivot in Kate Farms’ positioning and sales strategy changed its trajectory and outlined the retail and communication strategies for Lucky F*ck. Show notes: 0:43: Interview: Richard Laver, Founder, Kate Farms & Lucky F*ck – Laver spoke with Taste Radio editor Ray Latif while on vacation with his family in Spain, where he was also producing social media content for Lucky F*ck. He discussed the harrowing prognostication and effects of surviving a plane crash, his refusal to accept a ‘failure to thrive’ diagnosis for his daughter and how the healthcare industry became the primary distribution channel for Kate Farms. Later, he explained how Lucky F*ck’s positioning separates it from legacy and better-for-you energy brands, weaving his personal story into that of the brand’s and how the company is attempting to elicit engagement with consumers. Brands in this episode: Kate Farms, Lucky F*ck, Justin’s, ProBar, Orgain, Liquid Death

The hosts discussed the rise of high-profile creator-led brands and their transcendence beyond celebrity ties. They also reflect on a PSL season that started way too soon and the strategy behind functional brands that market both energizing and calming products. We also feature the latest installment of The Goat Pen, our regular series with Carlton Fowler, the co-founder and managing partner of early-stage investment firm Goat Rodeo Capital. Show notes: 0:42: Brad Is Back. “A Different Style Of Celebrity.” Craven Won’t Leggo of Eggo Cream. – After a year-long hiatus BevNET reporter Brad Avery returned to the podcast and shared his perspective on the evolution of creator-led brands, including Chamberlain Coffee, Prime and Feastables. The hosts collectively bemoaned the early start to pumpkin spice products and continued the conversation on a few notable brands and products mentioned in recent episodes. 25:00: The Goat Pen with Carlton Fowler, Vol. 3 – Fowler spoke about Campbell’s acquisition of Rao’s owner Sovos Brands, why he’s bullish on hard tea and the potential for Monster Energy and Dunkin’s respective forays into the category, his perspective on how to most effectively set expectations and navigate disagreements between investors and entrepreneurs and the trajectory for CBD-infused food and beverage brands. Brands in this episode: Chamberlain Coffee, Prime, Alani Nu, Feastables, Starbucks, Eggo, Bennu Bev Co., Bang Energy, Kin Euphorics, Milk Bar, Magnolia Bakery, Fabalish, Rao’s, Monster Energy, Dunkin’, Samuel Adams, Twisted Tea, Luna Bay, Jiant, JuneShine, PBR, La Colombe

The term “white space” is often used by entrepreneurs as a reason for launching a new brand. A void exists in a particular food or beverage category, and founders will claim that their products fill it. But what if others, notably investors and retailers, don’t see that opportunity?  That’s the question that Shadi Bakour and his co-founders faced when they launched PATH, a bottled water brand that uses refillable aluminum containers, and it’s fair to say that they have answered the query.  Founded in 2015, PATH has become one of the fastest-growing beverage brands in the U.S. Its products – which include still, sparkling and alkaline varieties – are sold at over 50,000 retail locations nationwide, including CVS, 7-Eleven, Walmart, Target, Whole Foods, Sprouts and Wegmans. In September 2022, PATH announced a $30 million Series A funding round led by Altos Ventures along with investment from celebrities Kevin Hart, Ryan Seacrest and Guy Fieri. In this episode, Bakour spoke about the inspiration for PATH and how he and his co-founders set about commercializing the concept, how he they won over retail buyers, beginning with 7-Eleven, the company’s alignment with San Francisco Airport retailers and Natural Products Expo West, the impact of limited-edition and licensed products and which parts of the business were most attractive to investors. Show notes: 0:35: Interview: Shadi Bakour, Co-Founder/CEO, PATH – Taste Radio editor Ray Latif spoke with Bakour about PATH’s collaboration with Barbie before he discussed lessons from his days as an Uber and Lyft driver, navigating the a rocky start with the company’s first co-manufacturer and how convenience factors into the marketability of PATH. He also spoke about how the brand landed its first few retailers, how he was able to negotiate an Expo West sponsorship at a reduced rate, PATH’s bottle as a billboard, and what he’s learned about becoming a better leader and manager of people. Brands in this episode: PATH Water

Is it groundbreaking or headed for infamy? The hosts sample several new products made with controversial (or, perhaps, objectionable) ingredients and flavors and assess the mainstream potential for each. This episode also features an interview with Alex Conyngham, the co-founder of Slane Irish Whiskey, who discussed the duality of building a modern brand that’s rooted in tradition. Show notes: 0:33: Who Needs Ray? She Is The Champion, My Friends. Leggo My Eggo (Or Not). Cannabis & Kava. – With Ray on vacation, John took the reins, Jacqui spoke about her camogie skills and Melissa shared notes on recent and highly informative episodes of Community Call. They also sipped on some breakfast-inspired booze (“a real wallop to the ol’ system”), munched on seaweed salad and discussed how kava might follow in the footsteps of another controversial ingredient. 24:45: Interview: Alex Conyngham, Co-Founder, Slane Irish Whiskey – Conyngham met with Taste Radio editor Ray Latif at spirits convention Tales of the Cocktail, held in July, and spoke about the development of Slane, which has emerged as a brand that lives at the intersection of music, sustainable farming and premium liquid, and how he communicates that positioning within the competitive landscape for Irish whiskey. Brands in this episode: Slane Irish Whiskey, Eggo, Genius Juice, Atlantic Sea Farms, Kooshy, Bennu

Sketch comedian. Ghostbuster. Vodka entrepreneur. It’s all in a life’s work for the remarkable Dan Aykroyd. An original cast member of “Saturday Night Live,” Aykroyd is perhaps best known for the film franchise “Ghostbusters” in which he plays Ray Stanz, the proton pack-wearing ghoul fighter, a role that he will reprise in an upcoming sequel. He’s less recognized, however, as the co-founder of Crystal Head Vodka, a globally distributed, ultra-premium spirit brand identified by its distinctive skull-shaped bottle. Launched in 2008, Crystal Head Vodka is atypical of celebrity-backed spirits in that its association with Aykroyd is not front and center. Although he does meet-and-greet events with consumers and occasionally goes on sales calls, the brand was designed and developed to be sold on its own merits. It’s a point of pride for Aykroyd who praised the company’s emphasis on business fundamentals and premium positioning. In this episode, Aykroyd spoke about cutting his teeth in beverage alcohol as an importer of Patron tequila, how Crystal Head Vodka enhances its resonance with the heavy metal community, how he attempts to establish an authentic relationship with consumers, and, why, despite the company’s long standing independence, he may be interested in aligning with a certain luxury-centric conglomerate. Show notes: 0:48: Interview: Dan Aykroyd, Co-Founder, Crystal Head Vodka – Aykroyd chatted with Taste Radio editor Ray Latif about Crystal Head Vodka’s limited-edition "Paint Your Pride" bottle before discussing the brand’s origins, the inspiration behind the skull package and its initial reception among retailers and bar directors. He also explained how he’s built sustainable relationships with distributors, what makes him an effective salesman and why he believes that his celebrity has a limited impact on the brand’s past and future. Later, he spoke about the delineation of roles and responsibilities among the company’s ownership team and what postal work has to do with their harmonious relationship, why his friend and fellow actor Bill Murray doesn’t drink Crystal Head Vodka (a sister whiskey brand is another story) and answered an infamous question with a “little g.”  Brands in this episode: Crystal Head Vodka, Patron, Casamigos, Teremana