# nutpods: Madeline Haydon

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-05-13
- Length: 56m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon

## Summary

Madeline Haydon, founder of nut pods, explains how she grew a plant-based coffee creamer brand from a $30,000 Kickstarter into a national retailer staple before its acquisition by Emperor Rock. She details the technical challenges of creating a shelf-stable, unsweetened formula that wouldn't curdle in coffee, the pivot from single-serve pods to cartons based on Whole Foods feedback, and the strategic decision to launch on Amazon to build brand equity before entering retail. Haydon also discusses the difficulties of fundraising as a pregnant woman of color with no industry experience and the eventual sale of the company.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon#t=0) Introduction: Madeline Haydon and nut pods
- [5:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon#t=338) Personal History and Origin Story
- [15:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon#t=908) Developing the Product Formula
- [19:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon#t=1159) Kickstarter and Early Funding Struggles
- [37:40](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon#t=2260) Pivoting from Pods to Cartons
- [42:53](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon#t=2573) Amazon Launch and Retail Expansion
- [52:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon#t=3138) Scaling, Series B, and Acquisition

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- nut pods (product)
- Kickstarter (other)
- Amazon (other)
- Whole Foods (company)
- Kroger (company)
- Emperor Rock (company)
- Silk (product)
- Coffee-Mate (product)
- Tetra Pak (company)
- Pacific Foods (company)
- PCC Natural Markets (company)
- Circle App (company)
- Y Combinator (company)
- Danone (company)
- Nestle (company)

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- [#105 Equity Crowdfunding Insights: How Ghost Town Oats is Cultivating Community & Opportunities with Ezra Baker](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-08-29-105-equity-crowdfunding-insights-how-ghost-town-oats-is-cultivating-community-op) (The Startup CPG Podcast)
- [Founder Feature: Sarah Nathan of NOOISH](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-28-founder-feature-sarah-nathan-of-nooish) (The Startup CPG Podcast)
- [#252 - The Rise of Laurel's Coffee: Whole Foods, Wegmans & 1,800 Target Stores in Two Years](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-09-252-the-rise-of-laurels-coffee-whole-foods-wegmans-1-800-target-stores-in-two-ye) (The Startup CPG Podcast)
- [Afterschool Podcast, Episode 19 - Craighton Berman, Founder of Manual (04/16)](https://hardwarepodcasts.com/podcast/core77-podcast/2014-04-16-afterschool-podcast-episode-19-craighton-berman-founder-of-manual-04-16) (Core77 Podcast)

## Citing this page

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