Hardware Podcasts

325 - From Shrink Sleeves to Scale: The Tru Energy Packaging Journey

People of Packaging · 22 Sept 2025 · 32m

What this episode covers

Jack McNamara and Yash Banthia, co-founders of Tru Energy Drinks, explain their packaging evolution from expensive custom shot bottles to standardized pre-printed cans to achieve national scale. They detail the operational shift from small co-packers with 50,000-unit minimums to larger partners requiring 200,000-unit runs, unlocking 35% savings by eliminating shrink sleeves. The founders discuss how specific design changes, such as moving the brand name to the top and adding clear flavor stripes, improved retail shelf visibility and consumer recognition. They also highlight their partnership with the Trevor Project and their strategy of embedding charitable giving into the brand's mission without leading with it as a marketing gimmick.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Tru Energy Drinks, Wegmans, Market Basket, H-E-B, Polar Beverages
Products
RX Bar
Also
drinktru.com, Trevor Project

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