# Bonus - Flavored Milk: How Jubilee's Is Changing the Game for Picky Eaters

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-05-08
- Length: 42m
- Episode: 150
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-05-08-bonus-flavored-milk-how-jubilees-is-changing-the-game-for-picky-eaters
- Listen: https://share.transistor.fm/s/d9fc427b

## Summary

Ashley Waldman, founder of Jubilee's, explains how she created a flavored milk for picky eaters and children with autism that is sweetened exclusively with fruit and vegetable juices, containing zero added sugar and high protein. She details the product formulation process, including the use of sea salt to enhance flavor without sugar and algae-based vitamins for nutritional gaps, and discusses the brand's rapid growth from a garage startup to securing its first retail placement with an Austin-based natural grocery chain. Waldman also shares advice on founder prioritization, emphasizing the 'P0' framework and the importance of seeking feedback to identify blind spots.

## Outline

1. Introduction: Ashley Waldman and Jubilee's Origin Story
2. Product Formulation: Zero Added Sugar and Hidden Vegetables
3. Market Validation and the $57 Billion Flavored Milk Opportunity
4. Launch Wins: Retail Selection and Amazon Expansion
5. Founder Advice: Prioritization, P0 Goals, and Seeking Feedback

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies

## Mentioned

- Jubilee's (product)
- Hershey's (product)
- Whims (product)
- True Fruit (product)
- Whole Foods (company)
- Amazon (company)
- Expo West (other)
- Food Navigator (other)
- Beverage Forum (other)
- Thrive Market (company)
- UNFI (company)
- KHI (company)

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- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)
- [244 - Jody Polishchuk from Sundays on how they made the first zero sugar creme cookie](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-02-16-244-jody-polishchuk-from-sundays-on-how-they-made-the-first-zero-sugar-creme-coo) (People of Packaging)
- [How I Built Resilience: Kara Goldin of Hint](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-01-how-i-built-resilience-kara-goldin-of-hint) (How I Built This)
- [Lily’s Sweets: Cynthia Tice](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice) (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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