Pioneering a niche

NielsenIQ’s Founders series shares stories from entrepreneurs who launched successful CPG brands and the lessons we can learn from their journeys. In the newest video, NielsenIQ’s Andrew Criezis talks with Maxwell Blessen, who founded the first shelf-stable milk tea brand in the United States.

Blessen advises evaluating the investment needed to keep your products moving at a retail location. “If you have great velocity but it costs you hundreds of dollars in promotions or demos, that might not be scalable,” he says.

Learn about the challenges Blessen overcame to build a successful CPG brand on the cusp of major national distribution and his advice for up-and-coming entrepreneurs.