Bloomberg Businessweek – Episode Summary

Episode: TikTok Provides Boost for 100-Year-Old Food and Beverage Manufacturer
Date: February 25, 2026
Hosts: Carol Massar & Tim Stenovec
Guest: Ken Wagner, President of Gel Cert Company

Episode Overview

This episode explores how a century-old, family-owned food and beverage manufacturer, Gel Cert Company, is innovating in today's rapidly changing business environment. President Ken Wagner discusses how the company has weathered historic economic cycles, adapted to modern supply chain challenges, and is now leveraging social media—especially TikTok—to drive product innovation and explosive growth in powdered drink mixes and "Water Talk" trends.

Key Discussion Points & Insights

The Company’s Legacy and Current Climate

[03:40] – [05:08]

• Gel Cert Company was founded in 1926 by Ken Wagner’s grandparents in Chicago and is celebrating its 100th anniversary.
• The company has survived through economic upheavals including the Great Depression, multiple wars, recessions, and most recently the COVID-19 pandemic.
• Ken attributes their longevity to adaptability and resilience:

  "It’s made us a tougher company, one that is capable of handling up times and downtimes."
  — Ken Wagner (05:56)

• The company is compiling its family and corporate history as part of its centennial reflection.

Modern Supply Chain Realities

[06:42] – [09:09]

• All Gel Cert products are made domestically in suburban Chicago with a workforce of about 1,400.
• While most supply sources are domestic, key ingredients and packaging elements must be imported, making the company sensitive to global supply chain disruptions and tariff changes, especially after COVID-19.
• Significant cost increases are traced mostly to imported ingredients and some packaging.
• Only real cost increases are passed on to consumers, reflecting a commitment to fair pricing.

 > "The most impactful cost increases that we’ve experienced have been from ingredients, certain ingredients that come from overseas."
 — Ken Wagner (08:11)

• On the latest political developments (e.g., proposed tariffs from President Trump), Ken admits there’s uncertainty and the company is still evaluating future impacts.

 > "There’s such uncertainty right now... I think it’s too early for us to really have any kind of a judgment on this."
 — Ken Wagner (09:09)

Product Evolution and Social Media’s Influence

[09:36] – [13:27]

• The fastest growth area is powdered drink mixes in “singles to go” stick format for water bottles and tumblers—driven by consumer wellness trends and on-the-go convenience.
• Functional enhancements (electrolytes, energy, immunity, protein) are a big driver.
• Major product launches have been influenced directly by TikTok and social media:
  • Example: Licensing and launching Duncan Refreshers (Dunkin' brand), which became Amazon’s #3 powdered soft drink mix within six weeks and one of TikTok Shop’s fastest-growing items.

    "In six weeks of launching that item, it became the number three powdered soft drink mix on all of Amazon and it became TikTok Shops, one of the fastest growing food and beverage items that they have ever seen launched on TikTok Shop."
    — Ken Wagner (11:23)

• The “Water Talk” trend on TikTok (users film their elaborate water recipes using flavoring powders and enhancements) has been a huge growth lever.
• The company’s Wyler's Light brand has released 25 new flavors in just a year, all heavily influenced by social media trends and influencers.

 > "In the past year, we launched 25 new flavors of our Wyler’s Light brand that were all social media influenced... flavors like cotton candy, peach ring, even pickle lemonade."
 — Ken Wagner (12:22)

• The trend away from alcohol among Gen Z has driven demand for mocktail-flavored drink mixes (e.g., Margaritaville, Pina Colada, Margarita) for water.

Notable Quotes & Memorable Moments

• Resilience Across a Century:

  "We’ve been in this nation for 100 years. It’s 40% of the nation's existence. So we’re very excited about that, very proud of that, proud of our employees and proud of everything we do in the food and beverage space."
  — Ken Wagner (03:57)

• On Supply Chain Disruption:

  "I kind of look at it as a very precision watch—what was the global supply chain... it kind of broke. Cogs got out of line... I think we’re still struggling to put a lot of that back together again."
  — Ken Wagner (06:09)

• TikTok’s Power:

  "The influencers on WaterTalk have just absolutely gone crazy over it."
  — Ken Wagner (13:06)

Timestamps for Important Segments

| Timestamp | Topic | |-----------|----------------------------------------------------------| | 03:40 | Introduction to Gel Cert, its history, and legacy | | 05:08 | Historical challenges and how they shaped the company | | 06:42 | Domestic manufacturing, workforce, and supply chain | | 08:05 | Rising costs, tariffs, and passing on costs to consumers | | 09:09 | Response to current political uncertainties/tariffs | | 10:14 | Explosive growth in drink mixes and changing consumer habits | | 11:23 | Duncan Refreshers launch, TikTok/Amazon success | | 12:22 | New flavor development driven by TikTok/WaterTalk | | 13:27 | Episode wrap-up |

Tone and Language

• Friendly, conversational, and accessible, with practical examples and real-world business insights.
• Ken Wagner provides concrete anecdotes and uses clear, engaging language; hosts guide the discussion informally to keep the focus on business experience and adaptation.

Summary Takeaway

This episode offers a compelling window into how a traditional manufacturer has not only survived but thrived by leaning into social media and rapidly responding to new consumer trends. Gel Cert’s story illustrates the power of digital platforms like TikTok to revive and reimagine classic product categories, the importance of domestic supply chains, and the enduring value of resilience in American business.