# Ep. 3: Lessons on Authenticity with Co-Founder of Oatly and Good Idea Drinks, Bjorn Oste

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2020-05-04
- Length: 25m
- Episode: 3
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-3-lessons-on-authenticity-with-co-founder-of-oatly-and-good-idea-drinks-bjorn
- Listen: https://share.transistor.fm/s/93de9dc0

## Summary

Bjorn Oste, co-founder of Oatly and Good Idea Drinks, discusses building authentic brands in the consumer packaged goods industry. He explains how Oatly’s transparency regarding ingredients and carbon footprint built trust, and how Good Idea Drinks leverages nine clinical studies to validate its blood-sugar-balancing claims. Oste emphasizes the importance of scientific backing, honest communication of flaws, and matching scientists with marketing experts to create credible food tech innovations.

## Chapters

- [0:07](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-3-lessons-on-authenticity-with-co-founder-of-oatly-and-good-idea-drinks-bjorn#t=7) Introduction and Crisis Context
- [2:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-3-lessons-on-authenticity-with-co-founder-of-oatly-and-good-idea-drinks-bjorn#t=123) Navigating Global Crises: Oatly's 2008 Launch
- [5:13](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-3-lessons-on-authenticity-with-co-founder-of-oatly-and-good-idea-drinks-bjorn#t=313) Good Idea Drinks: Science and Clinical Validation
- [6:41](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-3-lessons-on-authenticity-with-co-founder-of-oatly-and-good-idea-drinks-bjorn#t=401) Oatly’s Transparency and Sustainability Strategy
- [9:18](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-3-lessons-on-authenticity-with-co-founder-of-oatly-and-good-idea-drinks-bjorn#t=558) Building Authenticity and Embracing Flaws
- [13:38](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-3-lessons-on-authenticity-with-co-founder-of-oatly-and-good-idea-drinks-bjorn#t=818) Good Idea’s Brand Persona and Target Audience
- [17:16](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-3-lessons-on-authenticity-with-co-founder-of-oatly-and-good-idea-drinks-bjorn#t=1036) Food Tech Innovation and Ingredient Trust
- [20:38](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-3-lessons-on-authenticity-with-co-founder-of-oatly-and-good-idea-drinks-bjorn#t=1238) Matchmaking Scientists and Entrepreneurs
- [22:40](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-3-lessons-on-authenticity-with-co-founder-of-oatly-and-good-idea-drinks-bjorn#t=1360) Startup CPG Network and Community

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

companies scaling up

## Mentioned

- Oatly (company)
- Good Idea Drinks (company)
- Memphis Meats (company)
- Impossible Foods (company)
- Eat Justin Incorporated (company)
- Antidiabetic Food Center (company)
- ideadrinks.com (other)

## Related episodes from other shows

- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)
- [Brewing creativity with Jim Koch of Boston Beer Company](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-25-brewing-creativity-with-jim-koch-of-boston-beer-company) (How I Built This)
- [252 - Brandi Parker discusses her journey in sustainability and entrepreneurship](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-04-01-252-brandi-parker-discusses-her-journey-in-sustainability-and-entrepreneurship) (People of Packaging)
- [EO Products: Susan Griffin-Black & Brad Black](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-15-eo-products-susan-griffin-black-brad-black) (How I Built This)
- [Advice Line with Gary Erickson of Clif Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-09-advice-line-with-gary-erickson-of-clif-bar) (How I Built This)

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