Olipop: Ben Goodwin

Olipop: Ben Goodwin

Update: 2024-09-021
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This episode of How I Built This features Ben Goodwin, co-founder of OliPop, a prebiotic soda company. The episode explores Ben's journey from a difficult childhood to becoming a successful entrepreneur. Guy Raz, the host, discusses the importance of failure in entrepreneurship, using James Dyson's story as an example. Ben shares his early entrepreneurial experiences, including selling coconut water, DJing at raves, and working in a health food store. He also discusses the impact of Gary Erickson's book "Raising the Bar" on his decision to become an entrepreneur. Ben describes his early interest in the beverage industry and his experience working with Adam Goodman at Kombucha Botanica. He explains how this experience led him to learn about the microbiome and its importance for human health. Ben shares his decision to create his own probiotic beverage, Obi, and the challenges of scaling up fermentation. He discusses his collaboration with a microbiologist, Jim LaDier, and the unconventional approach he took to building his microbiology lab. Ben recounts the long and arduous process of developing a delicious fermented beverage, sharing the story of how he stumbled upon the winning formula after hundreds of experiments. He discusses the importance of finding the right business partner, sharing his experience with a previous partner who wasn't the right fit and how he eventually found David Lester, who became his co-founder. Ben and David join forces to launch Obi, a probiotic soda, raising $2 million in funding and beginning sales in natural food stores in Santa Cruz. Ben explains the circumstances surrounding the acquisition of Obi, revealing that the company was growing but faced challenges with its corporate structure and partnerships. Ben shares his journey after the acquisition of Obi, including his trip to Japan and his realization that prebiotics could be the next big thing in the beverage industry. Ben and David team up again to launch OliPop, a prebiotic soda with fiber, focusing on creating delicious flavors and emphasizing the health benefits of fiber for gut health. Ben discusses the early success of OliPop, which quickly gained traction in natural food stores and eventually expanded to mainstream retailers like Walmart. He shares how OliPop thrived during the pandemic, despite the challenges of reduced consumer spending and limited marketing opportunities. Ben discusses OliPop's ambitious plans for the future, aiming to become a major player in the soda industry and capitalize on the decline of traditional soda consumption. He addresses the possibility of OliPop being acquired by a larger company like Coca-Cola or PepsiCo, emphasizing his desire to see the brand continue to grow and make a positive impact on the world. Ben reflects on the factors that contributed to his success, acknowledging the role of luck, hard work, and his natural abilities. He emphasizes the importance of resilience and self-awareness in navigating life's challenges. Ben announces OliPop's partnership with the LA Clippers' new sports arena, the Intuit Dome, a significant achievement for the brand. Guy Raz concludes the episode with a call to action for listeners to subscribe to the podcast and sign up for his newsletter. He also promotes Wondery Plus, the premium podcast subscription service.

Outlines

00:00:00
Building a Prebiotic Soda Empire: The OliPop Story

This episode of How I Built This features Ben Goodwin, co-founder of OliPop, a prebiotic soda company. The episode explores Ben's journey from a difficult childhood to becoming a successful entrepreneur, highlighting the importance of failure, finding the right business partner, and navigating the challenges of scaling up a beverage brand.

00:01:51
Ben Goodwin's Journey: From Difficult Childhood to Entrepreneur

Guy Raz introduces the episode featuring Ben Goodwin, co-founder of OliPop, a prebiotic soda company. The episode explores Ben's journey from a difficult childhood to becoming a successful entrepreneur, highlighting his early entrepreneurial experiences and the impact of Gary Erickson's book "Raising the Bar" on his decision to become an entrepreneur.

00:02:23
The Value of Failure in Entrepreneurship

Guy Raz discusses the importance of failure in entrepreneurship, using James Dyson's story as an example. He argues that failure can often lead to unexpected opportunities and success.

00:04:00
Ben Goodwin's Early Ventures: From Coconut Water to Kombucha

Ben Goodwin shares his early entrepreneurial experiences, including selling coconut water, DJing at raves, and working in a health food store. He also discusses his early interest in the beverage industry and his experience working with Adam Goodman at Kombucha Botanica, which led him to learn about the microbiome and its importance for human health.

00:11:51
The Birth of Obi: A Probiotic Soda

Ben Goodwin shares his decision to create his own probiotic beverage, Obi, and the challenges of scaling up fermentation. He discusses his collaboration with a microbiologist, Jim LaDier, and the unconventional approach he took to building his microbiology lab.

00:22:11
Developing a Delicious Fermented Beverage

Ben Goodwin recounts the long and arduous process of developing a delicious fermented beverage, sharing the story of how he stumbled upon the winning formula after hundreds of experiments.

00:26:52
Finding the Right Business Partner

Ben Goodwin discusses the importance of finding the right business partner, sharing his experience with a previous partner who wasn't the right fit and how he eventually found David Lester, who became his co-founder.

00:33:43
Launching Obi and OliPop: From Probiotic to Prebiotic Soda

Ben Goodwin and David Lester join forces to launch Obi, a probiotic soda, raising $2 million in funding and beginning sales in natural food stores in Santa Cruz. Ben explains the circumstances surrounding the acquisition of Obi and shares his journey after the acquisition, including his trip to Japan and his realization that prebiotics could be the next big thing in the beverage industry. Ben and David team up again to launch OliPop, a prebiotic soda with fiber, focusing on creating delicious flavors and emphasizing the health benefits of fiber for gut health.

Keywords

Prebiotic Soda


A type of soda that contains prebiotics, which are non-digestible fibers that promote the growth of beneficial bacteria in the gut. OliPop is a popular example of a prebiotic soda.

Microbiome


The collection of microorganisms that live in a particular environment, such as the human gut. The microbiome plays a crucial role in human health, influencing digestion, immunity, and mental well-being.

Fermentation


A process that involves the breakdown of organic matter by microorganisms, such as bacteria and yeast. Fermentation is used to produce a wide range of foods and beverages, including kombucha, kefir, and yogurt.

Gut Health


The state of the digestive system, which is essential for overall health and well-being. A healthy gut microbiome is associated with improved digestion, immunity, and mental health.

Third Wave of Soda


A new generation of soda that focuses on health and wellness, using natural ingredients and sweeteners, and often containing prebiotics or probiotics. OliPop is considered a leading example of this trend.

Household Penetration


The percentage of households that purchase a particular product or service. A high household penetration rate indicates that a product is widely popular and accessible to consumers.

Gen Z


The generation born between the mid-1990s and the early 2010s. Gen Z is known for its digital fluency, social consciousness, and preference for healthy and sustainable products.

Organic Traction


The growth of a product or brand through word-of-mouth and positive customer experiences, rather than through traditional marketing and advertising efforts.

Q&A

  • What are the key differences between probiotic and prebiotic sodas?

    Probiotic sodas contain live bacteria that are beneficial for gut health, while prebiotic sodas contain non-digestible fibers that promote the growth of these bacteria.

  • How did Ben Goodwin overcome the challenges of scaling up fermentation?

    Ben Goodwin worked with a microbiologist and used unconventional methods, such as ziplock bags and a shed in a friend's backyard, to create a low-budget microbiology lab.

  • What was the most important lesson Ben Goodwin learned from his experience with Obi?

    Ben Goodwin learned the importance of finding the right business partner and the value of resilience in the face of failure.

  • How did OliPop achieve success in a crowded beverage market?

    OliPop focused on creating delicious flavors and emphasizing the health benefits of fiber, which resonated with consumers seeking healthier alternatives to traditional soda.

  • What are Ben Goodwin's plans for the future of OliPop?

    Ben Goodwin aims to continue growing OliPop into a major player in the soda industry, capitalizing on the decline of traditional soda consumption and the growing demand for healthier beverages.

Show Notes

When Ben Goodwin was growing up, the concept of healthy soda seemed as oxymoronic as jumbo shrimp. But for Ben, that presented an irresistible challenge: to create a beverage that evoked the colas and root beers of his youth, but was low in sugar and good for the gut. After years of painstaking effort and one failed brand, Ben and his partner launched Olipop in 2018. Made with fiber and prebiotics and sweetened with Stevia, it joined the growing ranks of “functional sodas,” launching first in natural food stores and spreading quickly to the big chains. This year, the brand is expected to do nearly $500 million in sales, and, as younger consumers drift away from legacy soda, Ben says Olipop will only get bigger.


This episode was produced by Sam Paulson with music composed by Ramtin Arablouei and Sam Paulson. It was edited by Neva Grant with research by Katherine Sypher. Our engineers were Robert Rodriguez and Kwesi Lee.


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Olipop: Ben Goodwin

Olipop: Ben Goodwin