# #111 Twrl Milk Tea: Boba is the New Sprinkle & Twrling into Sprouts, Costco, & Pop Up Grocer

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-10-24
- Length: 46m
- Episode: 88
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-10-24-111-twrl-milk-tea-boba-is-the-new-sprinkle-twrling-into-sprouts-costco-pop-up-gr
- Listen: https://share.transistor.fm/s/df1830e6

## Summary

Twrl Milk Tea co-founders Olivia Chen and Pauline Chen discuss creating the world's first canned milk tea made with pea milk and single-origin teas, launching six SKUs including Ube and Hojicha varieties, and developing separate boba toppings. The founders detail their rapid retail expansion into Sprouts, Wegmans, and Central Market, while explaining their strategic decision to test Costco to stress-test their operational infrastructure before committing to large-scale distribution. They emphasize their marketing approach, which includes organic press outreach, pop-up events, and a Times Square advertisement, to build brand legitimacy and drive consumer demand.

## Outline

1. Introduction: Twrl Milk Tea and Product Lineup
2. Founding Story and Product Development
3. Sourcing, Sustainability, and Packaging
4. Customer Feedback and Boba Toppings Strategy
5. Retail Partnerships and Sprouts Launch
6. Marketing, Press, and Times Square Campaign
7. Costco Test and Operational Stress Testing
8. Future Growth and Fundraising

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)

## Most relevant to

early-stage companies

## Mentioned

- Twrl Milk Tea (product)
- Sprouts (company)
- Costco (company)
- Wegmans (company)
- Central Market (company)
- BevNet (other)
- Food Network (other)
- Bon Appetit (other)
- Expo West (other)
- Pop-Up Grocer (other)

## Related episodes from other shows

- [Live Episode! Milk Bar: Christina Tosi](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-10-14-live-episode-milk-bar-christina-tosi) (How I Built This)
- [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)
- [Guayakí Yerba Mate: David Karr and Chris Mann](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann) (How I Built This)
- [21 Seeds: Kat Hantas](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas) (How I Built This)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (How I Built This)

## Citing this page

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