Digital Social Hour: How a Nesquik Addict Built a Viral Beverage Empire | Joelle Weinand DSH #932

Host: Sean Kelly
Guest: Joelle Weinand
Release Date: November 29, 2024

1. Introduction to Joelle Weinand

Joelle Weinand, a passionate entrepreneur and competitive individual, shares her journey from being a lifelong Nesquik enthusiast to founding Nutcase Milk. Her background in competitive boys' hockey and a natural competitive spirit laid the foundation for her entrepreneurial ventures.

Joelle (00:59): "I grew up playing competitive boys hockey. I think I've always just loved to challenge myself."

2. The Birth of Nutcase Milk

Joelle recounts her transition from a Nesquik addict to creating a healthier alternative. Disillusioned by the unhealthy ingredients in traditional chocolate milk, she sought to develop a nutritious and delicious substitute using cashews.

Joelle (02:12): "I was one of those kids that was a total Nesquik addict, and it was a sad day... I really shouldn't be putting this in my body anymore."

During the COVID-19 lockdowns in Canada, Joelle experimented with making her own chocolate milk, discovering that cashews provided a rich, creamy base without the need for unhealthy fillers.

Joelle (03:00): "I found some cashews in the pantry, worked with the Vitamix, and just kind of whipped up a batch... it was actually really good."

3. Product Differentiation and Unique Selling Points

Nutcase Milk stands out in the crowded beverage market by utilizing cashews, which offer superior texture, protein content, and nutritional benefits compared to oat or almond milks that often require added fats and fillers.

Joelle (14:17): "We use a lot of cashews so it's nutritious and it's a more premium drink. We get all of the texture, all of the protein, all that comes directly from the nuts."

Key benefits of Nutcase Milk include:

• High Protein: Five grams per serving, contributing to daily protein intake without compromising taste.
• Rich in Potassium: Supports recovery and hydration, especially beneficial for athletes.
• Clean Ingredients: Avoids common additives like carrageenan and seed oils found in other brands.

Joelle (15:32): "It's naturally incredibly high. Like more than coconut water, which can have more potassium than a large banana."

4. Overcoming Challenges in Scaling the Business

Joelle faced significant challenges in scaling Nutcase Milk, particularly during the pandemic when finding a reliable co-packer was difficult. Her breakthrough came through a chance encounter at a brunch in Las Vegas with Rich Blankenship and Jonah from a venture capital fund specializing in Consumer Packaged Goods (CPG).

Joelle (05:45): "By the way, we started a VC fund. We've backed CPG companies... he connected me with an ops guy who loved the concept."

This pivotal meeting led to partnerships that enabled Nutcase Milk to move from a small-scale operation to a burgeoning business ready for broader distribution.

5. Strategic Partnerships and Celebrity Endorsements

Nutcase Milk's growth was accelerated by strategic partnerships with high-profile celebrities like Ninja and Steve Aoki.

• Ninja: Introduced as an investor and co-founder, Ninja's endorsement provided significant visibility and credibility to the brand.

  Joelle (09:47): "He immediately was like, you know who you should send them to? Send some to Ninja. We sent him some, and he loved it."

• Steve Aoki: Endorsed the strawberry flavor, further diversifying the product line and attracting a wider audience.

  Joelle (16:27): "Steve tried the strawberry. He said, 'It's so good.' That was a really fun moment."

These partnerships helped Nutcase Milk appear more established than it was, attracting additional interest from other celebrities and potential sponsors.

6. Insights into Personal Life and Poker

Joelle delves into her personal life, highlighting her passion for poker—a hobby that connects her with her husband and a broader community.

Joelle (17:35): "Poker is the hobby that we bond over... a lot of our friends and community and so much of anything we're doing kind of always comes back to poker."

She discusses her competitive nature, developed from years of playing sports, and how it translates into both her business endeavors and her approach to poker. Joelle emphasizes the strategic aspects of poker, distinguishing it from games based purely on luck like bingo or slots.

Joelle (29:27): "There's a skill component. It's different from just playing blackjack."

7. Previous Entrepreneurial Ventures

Before Nutcase Milk, Joelle managed a restaurant in Canada and launched an experience company that provided unique, adrenaline-fueled activities such as racing Humvees and aerobatic flights. However, she faced challenges in sustainability, especially when Airbnb introduced similar offerings through Airbnb Experiences.

Joelle (21:03): "We launched an experience company... Airbnb launched Airbnb Experiences shortly after."

Despite initial setbacks, these experiences enriched her entrepreneurial skill set and forged valuable connections, including with poker professionals like Phil Hellmuth.

8. Future Plans and Availability

Nutcase Milk is currently available primarily through online channels and on GoPuff in major cities. Joelle plans to expand into retail next year, focusing on strategic growth and solidifying the brand's foundation.

Joelle (32:24): "We're mostly still online right now... we'll start attacking retail next year."

She aims to maintain a careful growth trajectory to avoid the pitfalls of scaling too quickly, ensuring long-term sustainability and continued product excellence.

Key Takeaways and Conclusions

Joelle Weinand's journey with Nutcase Milk exemplifies how personal passion and perseverance can transform a simple idea into a successful business. By prioritizing quality, leveraging strategic partnerships, and maintaining a competitive edge, Nutcase Milk has carved out a niche in the beverage industry. Joelle's insights into both entrepreneurship and poker offer valuable lessons in strategy, resilience, and the importance of authentic branding.

Joelle (12:22): "We wanted to be strategic this year in terms of laying the foundation, getting feedback. A lot of the advice I got from other creator-backed brands was like, go slow, get the feedback."

Where to Find Nutcase Milk

• Website: drinknutcase.com
• Available On: GoPuff (in most major cities)
• Retail Launch: Scheduled for next year

Joelle Weinand's story is a testament to the power of innovation, strategic networking, and unwavering dedication. Nutcase Milk not only offers a healthier alternative to traditional chocolate milk but also stands as a beacon for aspiring entrepreneurs aiming to make their mark in the CPG industry.

For more insights and inspiring stories, tune into Digital Social Hour with Sean Kelly.