Hardware Podcasts

#229 - The Rise of Ketone IQ: Creating a New Energy Category with Michael Brandt

The Startup CPG Podcast · 30 Dec 2025 · 50m · Episode 236

What this episode covers

Michael Brandt, founder and CEO of Ketone IQ, explains how he created a new energy category by bottling ketones, a natural energy source for the brain, to avoid the jittery effects of caffeine. He details the early struggles of sourcing ingredients at $30 per shot, securing Department of Defense contracts for R&D, and building initial traction with elite athletes and special operators. Brandt discusses the strategic decision to launch D2C-first to educate consumers, which created a 'nuclear furnace' of brand awareness that fueled successful expansion into major retailers like Target and Sprouts. He also shares insights on maintaining IP moats, the importance of personal founder branding on social media, and his vision for ketones becoming a mainstream vocabulary for cognitive performance.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Gatorade, Target, Sprouts, Department of Defense, Monster Energy, Family Fund, Forest Brands, Vitamin Shoppe
Products
Ketone IQ, LMNT, Alani Nu, C4, Celsius, Seek Protein
Also
NSF

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