Episode #1192 Koel Thomae: How noosa Stayed Small to Grow Big

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Koel and Jenna discuss how noosa became a national brand while preserving their core. 


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Koel Thomae

Co-founder of noosa yoghurt View Full Profile

Learning Points

  • Product development at noosa and an inside look into their upcoming Sweet Heat collection featuring flavors like Blackberry Serrano 
  • Koel and her Co-founder Rob’s decision to completely own their production line; From raising the cows to producing the yoghurt and manufacturing the containers 
  • noosa’s acquisition by Advent International and how the team maintains their scrappy mentality in a large corporation 
  • The inflection point that helped noosa reevaluate their scaling efforts and brought them back to their roots in Colorado 
  • Why young brands are no longer growing up in the specialty foods section and the challenge of competing with legacy giants 
  • Koel's advice for early stage food startups:  Be true to who you are, what makes you different, and why you started the company.
  • Navigating expansion: When and how to introduce your product to new markets and why it’s critical not to veer from your core product until you’ve reached mass and saturated distribution 
  • Koel’s fortune cookie advice: Be humble. Be passionate, and always be yourself.