# Advice Line with Ben Goodwin of Olipop

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-09-03
- Length: 48m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop

## Summary

Ben Goodwin, co-founder of the prebiotic soda brand Olipop, joins Guy Raz to answer calls from early-stage founders. Goodwin advises Darren Alpert of Gheelish on how to market ghee-based snacks by prioritizing taste over ingredient education, and helps Sarah Godfrey of Sarah's Gluten Free Goods navigate the scaling challenges of fresh, allergen-safe baked goods. He also counsels John Groner of the Bexley Natural Foods co-op on revitalizing sales through community engagement and curation rather than e-commerce.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop#t=0) Introduction: Ben Goodwin and Olipop's Rebrand
- [7:55](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop#t=475) Advice for Gheelish: Marketing Ghee Snacks
- [19:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop#t=1186) Advice for Sarah's Gluten Free Goods: Scaling Fresh Baked Goods
- [34:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop#t=2083) Advice for Bexley Natural Foods: Revitalizing a Co-op
- [45:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop#t=2758) Founder Psychology and Final Thoughts

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)

## Most relevant to

companies scaling up, early-stage companies, makers and hobbyists

## Mentioned

- Olipop (product)
- Gheelish (company)
- Sarah's Gluten Free Goods (company)
- Bexley Natural Foods (company)
- PepsiCo (company)
- Poppi (product)
- Sprouts (company)
- Gary Vaynerchuk (other)
- JustWorks (company)
- Kroger (company)
- Trader Joe's (company)
- Bobo's Oat Bars (product)
- LesserEvil (company)
- SkinnyPop (product)

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- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
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