Yo, what's good, packaging people? Adam Peek here, and you know how we roll—we're diving deep into the real talk behind building a brand. On this episode, I had the absolute pleasure of sitting down with Jack McNamara and Yash Banthia, the co-founders of Tru Energy Drinks. These guys aren't just making a great-tasting, better-for-you beverage; they're building a brand with a purpose, and their story is a masterclass in hustle and smart business decisions.
From the Dungeon to DrinkTru.com
Jack and Yash's journey is the kind of scrappy startup story you love to hear. We're talking about a a literal dungeon—the basement of a Jiu-Jitsu gym—and a mindset of relentless improvement. We got into the nitty-gritty of their brand's evolution, from the early days of a crazy-expensive, custom-designed shot bottle that customers didn't even understand, to their current sleek, pre-printed cans. It's a prime example of why you can't be afraid to kill your darlings and embrace change, even if it means moving away from your original, most "creative" idea.
The Power of Packaging Evolution
This is where the real value bombs were dropped. We broke down:
The Cost of Creativity: Why a custom-molded bottle wasn't the right move for them early on, and how tooling costs can crush a new brand's cash flow.
The Sprint to Scale: The massive leap from a small, local co-packer to a national one, and the significant 35% savings they unlocked by switching from shrink sleeves to pre-printed cans. This is a crucial lesson in understanding your supply chain and the economies of scale.
Reading the Room (and the Shelf): How a simple redesign, like moving the brand name to the top and adding a clear flavor stripe, can make all the difference in a competitive retail environment. We talked about consumer behavior and why you've got two seconds to communicate what your product is.
Products with a Purpose
One of the coolest things about Tru is their commitment to giving back. I had to call them out for not leading with their charitable contributions—they're just out there doing good because it's the right thing to do. We discussed their partnership with the Trevor Project and how building a brand with a strong mission, even when you're not yet profitable, can be a huge motivator for the team.
Big shout-out to Jack and Yash for their time and their transparency. If you're out there building a CPG brand, trying to figure out your packaging, or just need a dose of entrepreneurial inspiration, this episode is for you.
Check out Tru's full product line at drinktru.com and grab a can or a powder pack to fuel your next big idea. Don't forget to look for them at stores like Market Basket, Wegmans, and H-E-B.
And hey, if you're ever in Salt Lake City, hit up Harmons and tell 'em Adam sent you! And yes, a special shout-out to my parents, Ed and Lydia Peek, and Jack's toddler. Thanks for listening, everyone!
