The Underdog: How a Protein Startup is taking on Coca-Cola

In this episode, I sit down with Manny Lubin, co-founder of Slate Milk, to unpack the journey from a simple idea in 2017 to being a dominant player in the protein drink market. Manny shares hard-hitting lessons on brand positioning, product innovation, and some keys to winning in the beverage industry.

We dive into:

- The early struggles of launching a better-for-you chocolate milk - How Slate Milk stacked TAM’s to find its niche between bodybuilder protein shakes and chocolate milk - The business of dairy including ultra-filtration, removing lactose, and optimizing for a low sugar, high protein product - Raising over $30 million with key investors like Peter Rahal (RXBAR) and Drew & Amanda Cohen (Yasso) - The Shark Tank experience - Leveraging influencer marketing, UFC partnerships, and retail expansion to scale - The biggest mistakes in CPG fundraising and marketing

Whether you're an entrepreneur, fitness enthusiast, or just fascinated by building a challenger brand, this episode is packed with tactical insights you won’t want to miss.