Today, I'm joined by Katie Wilson, co-founder and CEO of BelliWelli.

Tackling digestive issues, BelliWelli combines fiber, probiotics, and electrolytes in cult-favorite powders and snacks — moving gut care from medicine cabinets to kitchen cupboards.

In this episode, we discuss making fiber fun and accessible for modern consumers.

We also cover:

• Millennial women's wellness overwhelm 

• BelliWelli's product evolution and innovation pipeline

• Building a retail-first strategy versus direct-to-consumer

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Website: belliwelli.com
IG: https://www.instagram.com/belliwellihealth
TikTok: https://www.tiktok.com/@belliwellihealth

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Chapters:
(00:00 ) Introduction
(02:00 ) BelliWelli's origin story
(03:00 ) Being early to the gut health and fiber trends
(05:00 ) Making fiber fun and accessible
(07:00 ) Challenges in gut health marketing
(09:00 ) Millennial women's wellness fatigue and overwhelm
(11:00 ) Balancing customer feedback and staying focused as a brand
(13:00 ) Retail-first strategy and getting into Walmart
(16:00 ) Operational excellence and scaling to meet retail demand
(21:00 ) Product evolution from bars to powder and future innovation pipeline
(24:00 ) Fiber-first philosophy and the science behind gut health benefits
(29:00 ) Current priorities: innovation, D2C growth, and bridging social to retail
(32:00 ) Long-term vision and building toward acquisition
(35:00 ) Conclusion