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

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2025-09-22
- Length: 32m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey
- Listen: https://encase.substack.com/p/325-from-shrink-sleeves-to-scale

## Summary

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.

## Chapters

- [0:01](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey#t=1) Introduction: Jack McNamara and Yash Banthia of Tru Energy Drinks
- [3:26](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey#t=206) Founding Story: From Corporate Burnout to the Dungeon
- [13:39](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey#t=819) Packaging Iteration: From Custom Shot Bottles to Standardized Cans
- [19:37](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey#t=1177) Supply Chain Scaling: Shrink Sleeves to Pre-Printed Cans
- [27:42](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey#t=1662) Brand Purpose: The Trevor Project Partnership and Charity
- [31:07](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey#t=1867) Retail Distribution: Market Basket, Wegmans, and H-E-B

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Tru Energy Drinks (company)
- drinktru.com (other)
- Trevor Project (other)
- Wegmans (company)
- Market Basket (company)
- H-E-B (company)
- Polar Beverages (company)
- RX Bar (product)

## Related episodes from other shows

- [#260 - Packaging Changes as you Grow with Evie's Snacks and Belmark](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-04-260-packaging-changes-as-you-grow-with-evies-snacks-and-belmark) (The Startup CPG Podcast)
- [#203 - Packaging Your Brand 101: Jamie Valenti-Jordan and Andy Kurtts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-01-203-packaging-your-brand-101-jamie-valenti-jordan-and-andy-kurtts) (The Startup CPG Podcast)
- [#89 Packaging Design and Printing 101 with Kirk & Kurtts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts) (The Startup CPG Podcast)
- [#202 - Buyer Spotlight: Total Wine & More](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-24-202-buyer-spotlight-total-wine-more) (The Startup CPG Podcast)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to People of Packaging.