We dive into Isabel’s personal journey discovering A2 milk, how it transformed her relationship with dairy, and why it became the cornerstone of her brand.
You’ll hear how she spotted a massive gap in the RTD coffee aisle — where 90% of products were non-dairy — and why she designed Laurel’s first three SKUs to reflect what people actually order at real coffee shops.
Isabel also pulls back the curtain on the scrappy, behind-the-scenes grind of building a CPG brand from scratch — from tying up all her money in the first production run to grinding through 40 demos in 50 days at Erewhon.
And we talk about the bigger picture — how content, culture, and motivated moms will determine the future of regenerative food and beverage.
Episode Highlights:
💡 Isabel’s A2 dairy awakening
🥛 Reclaiming dairy for Gen Z and Millennial women
🤔 Why RTD coffee had become 90% non-dairy
🧃 Moving from idea to shelf in just 8 months
🧋 Designing SKUs around what consumers actually drink
🏪 Driving early growth with 40 demos in 50 days at Erewhon
🌱 Prioritizing regen sourcing, even without marketing claims
💵 The complexity and cost of product certifications
📈 How social media content will determine regen awareness
🛍 Why motivated mothers are the most influential shoppers
Links:
Laurel’s Coffee – https://www.drinklaurels.com
Alec’s Ice Cream – https://www.alecsicecream.com
McKinsey & Company – https://www.mckinsey.com
Erewhon – https://www.erewhonmarket.com
Grüns - https://gruns.co/
Alexander Family Farm – https://www.alexanderfamilyfarm.com
Painterland Sisters – https://painterlandsisters.com/
Jimbo’s – https://www.jimbos.com
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