How SEEQ Went From TikTok to Target in 3 Years | Hannah Perez, SEEQ

On this episode, we’re joined by Hannah Perez, the Co-Founder and Brand Visionary behind SEEQ — the clear protein brand that’s pioneering one of the most refreshing (literally) new categories in sports nutrition.What started with a college friendship has turned into a rocketship brand that's now stocked nationwide at Target, growing a cult following on TikTok, and giving legacy supplement brands a serious wake-up call. In this episode, Hannah breaks down how she and co-founder Ben Zaver went from blending samples in a Minneapolis apartment to building a vertically integrated DTC and retail business, all while staying true to their vision of “bringing the juice” and making wellness more approachable.We get tactical on everything from formulation and co-packers to launching new SKUs in retail, hiring a CEO within 18 months, and why she believes storytelling is more important than features when it comes to building in public.—---------------Episode Highlights:💧 What clear protein actually is — and why it’s not just a gimmick🧪 The 3 biggest R&D hurdles in clear protein formulation📦 Why they passed on dozens of co-packers before going back to the first one📲 The TikTok strategy that sold out 4,000 units in 60 days🛠️ How they kept building during a 4-month stockout🚀 Getting into Target via a cold email — and what they did to stand out🛍️ Why front-of-store placement drove massive velocity📚 Lessons from launching a new format just for retail🏗️ How EOS helped them plan, prioritize, and stay focused👥 Why they hired a President and CEO just 18 months in🔥 Hannah’s shift from CMO to Brand Visionary — and what she’s building next—---------------Table of Contents: 00:00 – Intro & Clear Protein 101 02:30 – Founding Story: From Marketing Agency to CPG Startup 06:00 – The Formulation Process: What Makes Clear Protein Work 11:00 – Viral TikTok Growth, Street Sampling, and Early Sellouts 15:00 – Finding the Right Co-Packer & Building the Product Backbone 17:00 – Landing Target: Cold Emails, Broker Help & Buyer Pitch 21:00 – What It Takes to Succeed in Retail: Velocity, Displays & Education 26:00 – Packaging Lessons for DTC Brands Entering Retail 30:00 – Staying Focused: Avoiding Shiny Object Syndrome 32:00 – Operating with EOS & North Star Goal-Setting 34:00 – Hiring a CEO and Letting Go of Ego 38:00 – How Hannah’s Role Evolved & Why Brand is Bigger Than Product 45:00 – Where to Follow Hannah & Try SEEQ—---------------Links:SEEQ – https://seeqsupply.com Follow Hannah on LinkedIn – https://www.linkedin.com/in/hannah-perez013 Follow Adam on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg  For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.