Hardware Podcasts

Why Energy Doesn’t Have to Mean Caffeine: Meet OSIA’s Caffeine-Free Energy Drinks

The Startup CPG Podcast · 30 Oct 2026 · 34m · Episode 394

What this episode covers

Isabella Hoag, founder and CEO of OSIA, explains how she pivoted from a four-flavor 'mood beverage' line to a single caffeine-free energy drink based on retailer and customer feedback. She details her formulation strategy, using juice concentrate and a functional blend of rhodiola, L-theanine, magnesium malate, vitamin B6, and taurine to provide energy without caffeine. Hoag also discusses her design background, which influenced the can's warm metallic aesthetic, and her journey from bootstrapping with $50 to raising her first round of funding.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Coca Cola, Whole Foods
Products
OSIA, Monster

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