On this episode, we’re joined by Luke Montgomery‑Smith, Co‑founder of Plink!, the effervescent hydration tablet brand that’s rethinking what it means to enjoy a drink without the waste of bottles or cans.

Before launching Plink!, Luke co‑founded Wild Fizz Kombucha, a multi‑award‑winning beverage that saw early success before the pandemic forced a shutdown. Now, as a second‑time founder, he’s bringing those hard‑won lessons into a new category.

Luke dives deep into how he’s building Plink! as a second-time founder, how they nailed a distinct packaging form factor, and how to stand out and win in a crowded market. We explore everything from designing for impulse purchases to the realities of working with retailers like GNC, plus how to scale a demo and sampling strategy.

Episode Highlights:

🚀 How second‑time founders approach growth differently
🎯 Standing out in a crowded category with unique positioning
📦 Designing a packaging form factor that drives trial
🎨 Visual identity that sparks curiosity and shelf appeal
🛒 Creating packaging for impulse purchases
🔑 “Trojan Horse” messaging that drives adoption
🛤️ Go‑to‑market strategy and early traction
🏬 Winning at GNC
📈 Retailer velocity expectations and what sets them apart
🥤 Demoing and sampling strategies that convert

—---------------

Table of Contents:

00:52:57 – Plink origin story
03:59:07 – Launching Plink after shutting down Wild Fizz Kombucha
07:25:22 – Learning lessons as a second time founder
09:57:24 – Standing out in a crowded market
13:52:18 – Nailing down a unique packaging form factor
19:26:00 – Visual identity and packaging design
22:43:09 – Designing for the impulse purchase
25:17:01 – Messaging, positioning, “Trojan Horse”
28:19:14 – Go-to-market
31:32:00 – Launching in GNC
35:13:15 – Retailer differences, velocity expectations
37:51:05 – Demos and sampling at scale

—---------------

Links:

Plink! – https://drinkplink.com
Follow Luke on LinkedIn – https://www.linkedin.com/in/lukejms/
Follow Adam on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/
Need help with packaging & production design? – Check out https://www.kitprint.co/