#111 Twrl Milk Tea: Boba is the New Sprinkle & Twrling into Sprouts, Costco, & Pop Up Grocer
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 24 October 2023
⏱️ 48 minutes
🧾️ Download transcript
Summary
This episode was sponsored by RangeMe. Go to rangeme.com/startupcpg
I’m so excited today to learn from Twrl Milk Tea, a long time and very active member of the Startup CPG Community! We’re joined by co-founder Olivia Chen, and Twrl was recently a Shelfies finalist for their Ube milk tea. Twrl Milk Tea makes the world’s first canned milk tea made with pea milk and single-origin, non-GMO, organic tea, and they also make chewy cafe style boba toppings, which are the new sprinkles! Twrl is women & minority owned, and they were recently certified as a women-owned business by Women's Business Enterprise National Council. Twrl launched in 2021 and has accomplished so much in the last couple years that I can’t wait to dig into.
Listen in as Olivia shares about:
- How Twrl got started and behind the scenes of starting a new category
- Their recent retail launches with Central Market, Wegman’s, and in just a week, nationwide with Sprouts, and tips for standing out to retailers
- Twrl’s marketing, press, and event strategies and how they leverage unique moments like Pop Up Grocer and getting an advertisement in New York City’s Times Square
- Their test with Costco and tips for testing your team’s infrastructure and evaluating retail opportunities
- And more!
Episode Links:
- Twrl Milk Tea website
- Twrl’s Cookbook Zine: Boba is the New Sprinkle
- Olivia’s LinkedIn
Show Links:
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- Visit host Jessi Freitag's Linkedin or website
- Questions or comments about the episode? Email Jessi at podcast@startupcpg.com
- Episode music by Super Fantastics
RangeMe Links
Transcript
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| 0:00.0 | As a startup brand owner, you're already wearing mini hats, product developer, packaging designer, |
| 0:05.0 | logistics expert, and customer service representative, just to name a few. |
| 0:08.8 | And if that wasn't enough, you still need to get your products in front of the right retail |
| 0:12.6 | buyers. |
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| 0:28.2 | other tasks, even while you sleep. And the best part, RangeMe is integrated into the ECRM product |
| 0:34.1 | offering, which complements Range Me's broad digital reach with highly curated |
| 0:38.7 | face-to-face meetings. |
| 0:40.4 | Together they offer unmatched engagement opportunities for startup brands. |
| 0:44.8 | Join RangeMe today and watch your products take center stage. |
| 0:48.2 | It's free to set up a basic profile, and we have a special premium subscription offer for |
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| 0:55.6 | ECRM face-to-face meetings with buyers. |
| 0:59.0 | Visit rangeme.com slash startup CPG to learn more. |
| 1:04.5 | That's range me.com slash startup CPG. |
| 1:12.6 | There is a hunger for all of us to be connected, and at the end of the day, food is a great |
| 1:18.1 | connection for all of us. Food has such reminders of our own childhood, smells, and drinks |
| 1:23.3 | and all the things that we grew up with. And then when you think about how do you want to |
| 1:27.3 | celebrate a milestone, |
... |
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