458: Break One Rule and Break It Hard: David Lester of OLIPOP PBC

David Lester learned a lot from his first venture. After spending a decade in the beverage marketing industry, he teamed up with his co-founder Ben Goodwin to work on formulating a soda that’s good for you. After three years, they sold their first business but didn’t feel they’d gotten the product correct. So, they returned to their research for two years and discovered the right product market fit. In 2016, Lester and Goodwin launched OLIPOP PBC–a new kind of soda with the benefits of plant-based fiber and prebiotics. OLIPOP started in 24 independent stores in Northern California and now is stocked in 20,000 stores nationally and endorsed by celebrities like Camilla Cabello, Gweynth Paltrow, Nick Jonas, and Priyanka Chopra.

Listen to Nathan and David discuss: 

What he learned from his first venture Obi Probiotic Soda

Starting over to make a better product in OLIPOP

How humility can give you confidence as a founder

Spending two years perfecting the formula with academic research

The manufacturing process for beverage startups 

Why you should start with independent retailers first

The break one rule and break it hard method 

Authentic connection with celebrity partnerships  

Why product market fit is more important than marketing

And much more beverage startup advice…


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