# Founder Feature: Bringing Froyo Back, Building in Public, and Why Pressure is a Privilege - Ashley Whalen of Chara

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-05-29
- Length: 27m
- Episode: 314
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-29-founder-feature-bringing-froyo-back-building-in-public-and-why-pressure-is-a-pri
- Listen: https://share.transistor.fm/s/ff6df81e

## Summary

Ashley Whalen, founder of Chara, a Greek frozen yogurt brand, explains how she launched the company from her college apartment with seven roommates and differentiated it in the crowded protein dessert space by using natural sweeteners like maple and agave instead of artificial ones. She details her strategy of building in public on TikTok, using a renovated vintage Volkswagen bus for pop-ups in SoCal, and leveraging cold outreach on LinkedIn to secure collaborations with Fabletics and Shopbop. Whalen also discusses landing her first retail chain at Lunds and Byerly's through the Startup CPG community and her goal to expand into nationwide natural retail in 2026.

## Outline

1. Introduction: Chara's Origin and Product Differentiation
2. Recipe Development and Ingredient Choices
3. Trade Shows and Community Referrals
4. Branding, Aesthetic, and Flavor Strategy
5. Marketing via Pop-ups and Brand Collaborations
6. Retail Expansion and Founder Mindset

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Chara (product)
- Lunds and Byerly's (company)
- Fabletics (company)
- Shopbop (company)
- Bureau Padel Classic (product)
- Nootopia Now (other)
- Expo West (other)
- Whole Foods (company)

## Related episodes from other shows

- [Yasso: Amanda Klane and Drew Harrington](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-25-yasso-amanda-klane-and-drew-harrington) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams (2025)](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-09-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams-2025) (How I Built This)
- [Noosa Yoghurt: Koel Thomae](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-11-25-noosa-yoghurt-koel-thomae) (How I Built This)
- [Magic Spoon & Exo: Gabi Lewis and Greg Sewitz](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz) (How I Built This)

## Citing this page

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