Co-Founders of Sourmilk, Kiki & Elan: Doing Everything Differently to Change the Dairy Aisle

In this episode of Rooted, I had on Kiki and Elan, best friends and co-founders of Sourmilk, a brand rethinking one of the most established categories in the grocery store: yogurt.From selling out of bright blue backpacks, hand delivering until being in retailers, to building in public, Sourmilk is taking a very different, community-first approach to creating a food brand.Today we get into:The genesis of Sourmilk and both of their backgroundsWhy they believe the yogurt aisle needs to changeWhat actually makes Sourmilk different (and why consumers will switch)Their “do things that don’t scale” approach to distributionBuilding in public: benefits, tradeoffs, and lessonsCommunity-first distribution and ambassador programsWhat’s next for Sourmilk + long-term visionTrends they’re seeing in food, wellness, and CPGHighly recommend checking them out if you are in NYC (and as they expand) and following along with their content!!