{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Your 'Crazy' Idea Could Be Worth $1 Billion. Proda Is Up Next.","description":"Billion-dollar deals, breakout brands, and \u201ccrazy ideas\u201d that actually worked. The hosts dive into a wave of recent CPG acquisitions and what they signal for founders. Plus, a look at brands going global, a buzzworthy Negroni-inspired sparkling water, and a conversation with industry veteran Jeff Church and \u201cPeaky Blinders\u201d actor Matthew Postlethwaite on their upstart protein soda brand, Proda. Show notes: 0:20: Registration Reminder. Linked Deals. Pond Crossing. Lapping It Up. Mex-BBQ. \u2013 The hosts kick off with reminders about upcoming Taste Radio and BevNET events before diving into recent acquisitions involving Huel, Monaco RTD cocktails, and Dirty Shirley. They note that these deals underscore the importance of long-term persistence, strong execution, and adapting to shifting consumer trends, emphasizing that most brands take years to reach such milestones. The conversation also touches on the challenges of expanding between the U.S. and U.K., highlighting how cultural differences and varying levels of consumer familiarity can influence success. Later, Ray shares sips of Lapo\u2019s latest opus, Melissa spotlights an innovative tea, and John features a flavorful nut butter and Mexican BBQ sauces, the latter sparking a broader discussion about the rise of similar products. 30:29: Interview: Jeff Church & Matthew Postlethwaite, Co-Founders, Proda \u2013 On location at Expo West 2026, Jeff and Matthew talk about how Proda was designed to deliver nutrition in a lighter, refreshing format. They discuss the inspiration behind the brand, their focus on taste and positioning, and how they\u2019re approaching a competitive beverage landscape with an exclusive Sprouts launch. Brands in this episode: Proda, Huel, Monaco Cocktails, Dirty Shirley, Soylent, Sunnie, RXBAR, Vitaminwater, Goodles, Pop Chips, Liquid Death, Living Things, XOXO, Peeps, Crush, Slice, Suja, Lapo\u2019s, Sanzo, Mabi Tea, Bachan\u2019s, Ground Up, Paco Jones, Arriba, Tia Lupita, Tierra Negra, Oh My Dessert Butters, Olipop, Poppi, Rowdy Energy ","author_name":"Taste Radio","author_url":"http:\/\/tasteradio.com","html":"