Hardware Podcasts

Founder Feature: Max Luthy of Plink!

The Startup CPG Podcast · 18 Apr 2025 · 34m · Episode 141

What this episode covers

Max Luthy, co-founder of Plink!, discusses scaling his fizzy electrolyte tablet brand from concept to a launch in 1,100 CVS locations. He explains how the company pivoted its value proposition from sustainability to daily hydration, refined its flavor formulation to be less sweet, and optimized its e-commerce conversion rate by switching checkout platforms. Luthy also shares insights on navigating retail category placement and managing the operational challenges of rapid demand growth.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
CVS, Lush, Blueland, PepsiCo, Candy Kittens, GNC, PCC, Made Thought, Whole Foods, Staples
Products
Plink!, Liquid I.V., HBC, Kool-Aid, Red Bull, Monster, Topo Chico, LaCroix, Spindrift, Elements

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