# Founder Feature: Max Luthy of Plink!

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-04-18
- Length: 34m
- Episode: 141
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-18-founder-feature-max-luthy-of-plink
- Listen: https://share.transistor.fm/s/bdcd012d

## Summary

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.

## Outline

1. Introduction and Product Demo
2. Origin Story and Co-Founder Dynamic
3. Product Development and Formulation
4. Retail Category Strategy and Placement
5. Pricing, Flavors, and Sweetness Profile
6. Wholesale Growth and CVS Launch
7. E-commerce Optimization and Marketing
8. Key Lessons for Founders

## Topics

- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

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

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## Citing this page

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