# #147 - Rising Star: Simon Solis-Cohen, Huxley

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-06-18
- Length: 1h 09m
- Episode: 48
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-18-147-rising-star-simon-solis-cohen-huxley
- Listen: https://share.transistor.fm/s/e3a0a0d1

## Summary

Simon Solis-Cohen, founder of Huxley, explains how he launched a plant-powered energy drink in just 130 days, leveraging his background in culinary arts and wine marketing to prioritize real fruit juice and upcycled cascara. He details the rapid formulation process with a local co-packer, the strategic importance of national park-inspired branding, and securing early retail partnerships with UNFI, Lululemon, and Misfits Market. Solis discusses his 'slow growth' strategy, focusing on the Minneapolis market and targeting demographics like Gen Z and 'Diet Coke moms' while maintaining high sustainability standards through 1% for the Planet and plastic-free packaging.

## Outline

1. Introduction: Simon Solis-Cohen and Huxley's Rapid Launch
2. Formulation Strategy: Fruit Juice and Cascara Superfruit
3. Packaging and Branding: National Parks and Wine Influence
4. Sustainability: Upcycling, 1% for the Planet, and Plastic Reduction
5. Retail Strategy: UNFI, Lululemon, and Misfits Market
6. Marketing and Networking: LinkedIn, CRM, and Beverage Forum

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Huxley (product)
- UNFI (company)
- Lululemon (company)
- Misfits Market (company)
- Cascara (material)
- Poppi (product)
- Celsius (product)
- Red Bull (product)
- Bang Energy (product)
- Patagonia (company)
- National Park Conservation Association (company)
- Beverage Forum (other)
- Startup CPG (other)
- Sprouts (company)
- Gelson's (company)
- Bristol's (company)
- 711 Ventures (company)
- Fresh Thyme (company)
- Surfe (tool)

## Related episodes from other shows

- [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)
- [S'well: Sarah Kauss](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-04-06-swell-sarah-kauss) (How I Built This)
- [Herschel Supply Co.: Jamie and Lyndon Cormack](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-16-herschel-supply-co-jamie-and-lyndon-cormack) (How I Built This)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [346 - Sistine Spritz packaging aesthetic is unreal! w/ founder Kate McLamb and Lauren Alexander](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-28-346-sistine-spritz-packaging-aesthetic-is-unreal-w-founder-kate-mclamb-and-laure) (People of Packaging)

## Citing this page

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