Founder Feature: Max Luthy of Plink!

In this episode of the Startup CPG Podcast, host Grace Kennedy speaks with Max Luthy, co-founder of Plink! Hydration, a fast-growing brand bringing a fresh take to the electrolyte category with its fizzy, flavorful, and sustainable hydration tablets.

Max shares the brand’s unique origin story, the challenges of positioning a disruptive product in a traditional market, and how Plink! has scaled from concept to landing on shelves in over 1,100 CVS locations. He offers valuable insights into product development, retail strategy, category navigation, and the importance of refining your value proposition as you grow.

Whether you're a founder, brand builder, or CPG enthusiast, this conversation offers actionable takeaways and an inspiring look at what it takes to succeed in the modern beverage space. Listen now!

Listen in as they share about:

• The Origin of Plink! Hydration
• Co-Founder Dynamic
• Product Positioning
• Category Strategy
• Retail & Growth
• Environmental Mission
• E-commerce Learnings
• Flavor & Formulation Decisions
• Retail & DTC Growth
• Advice for Other Founders

Episode Links:

Website: https://drinkplink.com/
LinkedIn: https://www.linkedin.com/in/maxwell-luthy-a8587137/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts 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)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Grace's Linkedin
• Questions or comments about the episode? Email Daniel at [email protected]
• Episode music by Super Fantastics