# #186 - Bootstrap Heroes: Bumpin Blends, Lentiful and Drink Wholesome

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-03-11
- Length: 56m
- Episode: 130
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-03-11-186-bootstrap-heroes-bumpin-blends-lentiful-and-drink-wholesome
- Listen: https://share.transistor.fm/s/b0b1c952

## Summary

Lisa Mastela of Bumpin Blends, Ben Bacon of Lentiful, and Jack & Tessa Schrupp of Drink Wholesome discuss bootstrapping their CPG brands without external venture capital. They detail scrappy operational tactics, such as Lisa's use of Amazon employee shipping rates and dry ice relationships, Ben's hiring of student designers and university food labs, and the Schrupps' reliance on practitioner relationships and word-of-mouth marketing. The founders share how they achieved significant revenue growth while maintaining control and profitability through lean teams and strategic cost management.

## Outline

1. Introduction: Bootstrap Heroes Overview
2. Lisa Mastela: Bumpin Blends Origins and Scrappy Shipping
3. Lisa Mastela: Marketing, Celebrity Outreach, and Retail Expansion
4. Ben Bacon: Lentiful Product Development and Branding Hacks
5. Ben Bacon: Lentiful Co-packer Negotiation and Omnichannel Strategy
6. Jack and Tessa Schrupp: Drink Wholesome Bootstrapping and Growth
7. Drink Wholesome: Marketing Tactics and Future Outlook

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

companies scaling up

## Mentioned

- Bumpin Blends (product)
- Lentiful (product)
- Drink Wholesome (product)
- Amazon (company)
- Settle (tool)
- Mattel (company)
- Barbie (product)
- Walmart (company)
- Target (company)
- Whole Foods (company)
- Erewhon (company)
- Jamba Juice (company)
- Hatch (company)
- Tim Ferriss (other)
- Reese Witherspoon (other)
- Dua Lipa (other)
- Miranda Kerr (other)
- Chrissy Teigen (other)
- Oregon State Food Innovation Center (company)
- Bob's Red Mill (company)

## Related episodes from other shows

- [Aviator Nation: Paige Mycoskie](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-01-aviator-nation-paige-mycoskie) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (How I Built This)
- [Advice Line with Scott Tannen of Boll & Branch and Jamie Siminoff of Ring](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-12-11-advice-line-with-scott-tannen-of-boll-branch-and-jamie-siminoff-of-ring) (How I Built This)
- [Live From The HIBT Summit: Stacy Madison of Stacy's Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-03-12-live-from-the-hibt-summit-stacy-madison-of-stacys-pita-chips) (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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