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In this episode of The Startup CPG Podcast, Caitlin Bricker welcomes Elan Halpern and Kiki Couchman, co-founders of Sourmilk, a Greek yogurt brand designed to revolutionize consumer gut health. Elan and Kiki share their journey from Stanford classmates to entrepreneurs transforming the yogurt industry by combining the science of targeted probiotics with a delicious, everyday food. They discuss how Sourmilk stands out from traditional yogurts by incorporating clinically backed probiotic strains that support digestion, hormone balance, and overall wellness—without compromising on taste or quality.
The conversation explores their unconventional “drug deal” pickup model in New York City, where they personally deliver refrigerated yogurt in brown paper bags to early customers, fostering a sense of community and direct connection to their brand. Elan and Kiki also recount their bold rebranding story—from receiving a cease-and-desist letter to landing on the provocative yet memorable name “Sourmilk,” a decision that has helped them stand out in a crowded CPG landscape. Their commitment to transparency, creativity, and consumer engagement shines through as they discuss building in public, learning from customer feedback, and preparing for their first retail launch.
As they look ahead, Elan and Kiki outline a strategic and measured approach to scaling Sourmilk—beginning with select grocery stores in New York City and expanding across the Northeast with an emphasis on quality, freshness, and brand authenticity.
Tune in to hear how Sourmilk is redefining what it means to be a modern CPG brand—rooted in science, community, and creativity.
Listen in as they share about:
- The Concept Behind Sourmilk
- Founders’ Backgrounds and Inspiration
- Building a Food Brand vs. a Supplement
- Product Development and Iteration
- The “Drug Deal” Pickup Model
- The Rebrand Story
- Building in Public and Community Engagement
- Growth Strategy and Future Plans
Episode Links:
Website: https://www.sourmilk.com/
Instagram: @getsourmilk
LinkedIn: https://www.linkedin.com/in/kirsten-kiki-c-242929112/
LinkedIn: https://www.linkedin.com/in/elan-halpern-99a018193/
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (20K+ members and growing!)
- Follow @startupcpg
- Visit host Caitlin's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
