{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Startup CPG Podcast","title":"#111 Twrl Milk Tea: Boba is the New Sprinkle & Twrling into Sprouts, Costco, & Pop Up Grocer","html":"","width":"100%","height":180,"duration":2812,"description":"I’m so excited today to learn from Twrl Milk Tea, a long time and very active member of the Startup CPG Community! We’re joined by co-founder Olivia Chen, and Twrl was recently a Shelfies finalist for their Ube milk tea. Twrl Milk Tea makes the world’s first canned milk tea made with pea milk and single-origin, non-GMO, organic tea, and they also make chewy cafe style boba toppings, which are the new sprinkles! Twrl is women & minority owned, and they were recently certified as a women-owned business by Women's Business Enterprise National Council. Twrl launched in 2021 and has accomplished so much in the last couple years that I can’t wait to dig into.\nListen in as Olivia shares about:\nHow Twrl got started and behind the scenes of starting a new category\nTheir recent retail launches with Central Market, Wegman’s, and in just a week, nationwide with Sprouts, and tips for standing out to retailers\nTwrl’s marketing, press, and event strategies and how they leverage unique moments like Pop Up Grocer and getting an advertisement in New York City’s Times Square\nTheir test with Costco and tips for testing your team’s infrastructure and evaluating retail opportunities\nAnd more!\nEpisode Links:\nTwrl Milk Tea website\nTwrl’s Cookbook Zine: Boba is the New Sprinkle\nOlivia’s LinkedIn\nShow Links:\nTranscripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)\nJoin the Startup CPG Slack community (15K+ members and growing!)\nFollow @startupcpg\nVisit host Jessi Freitag's Linkedin or website\nQuestions or comments about the episode? Email Jessi at podcast@startupcpg.com\nEpisode music by Super Fantastics","thumbnail_url":"https://img.transistorcdn.com/pMuUaMpWaAi3tfCEgC2OkLBVzokuLjLsIzwDIbGFqi4/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hMTFl/MTgxNTNlZTAwZjU1/ZmNmNWM1ZjkwMDg5/NTU4MS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}