Great Things in Small Packages: Zolt on the NexxtLevel Brands Podcast

My guests today are Ani Collum and Doug Siegel, the co-founders of Zolt, a company that offers “plant-powered super drink” powders with amazing functional ingredients like reishi mushrooms, ashwagandha root, green and black tea, guarana, and many more.  Each formulation of adaptogens, antioxidants, and terpene botanicals is tailored to key areas of human function like sleep, immunity, energy, balance, and overall cognitive performance. Plants survive and thrive by releasing endogenous biochemicals that help them flourish under various circumstances (some of them really extreme) and many of those plant botanicals can help humans perform at their best, too. 

We’ll hear from Doug and Ani about their partnership, how the product line was started with a personal story of Doug’s, and some of the challenges along the way in their journey to success.  

The “NexxtLevel Brands Podcast’ is hosted by G. Steven Cleere, Founder and “Chief Pot Stirrer” of NexxtLevel Brands. This show focuses on disruptors and thought-leaders from the Entrepreneurial Food, Beverage, and CPG Industry, but we also share tips from veterans and key suppliers that may help fellow CPG professionals achieve their goals.

Discussion Points

• Doug and Ani background, expertise
• What is Zolt all about? Why should we drink it?
• Zolt is powder sold in “mixie sticks” – why powder instead of ready-to-drink?
• Meeting ESG goals with powder product
• Zolt came about with a unique story, during the pandemic
• How do the two of you divide your duties?
• Co-founding is so much easier than solo-preneuring
• Doug describes the 40-something male’s “Men-o-Pause” syndrome
• Zolt lives ‘up’ to high standards, never ‘down’ to pricing
• Beginning as DTC in a pandemic was a great way to get momentum for retail
• The extreme focus on Zolt ingredient sourcing/integrity
• The CBD market and its challenges – FDA, marketing, and oversaturation
• FB and Instagram ads won’t allow “unregulated” product advertising
• Any major roadblocks or challenges?
• Words to grow by: Ani- “Don’t be afraid to ask why at every turn”, and “think like a customer”
• Words to grow by: Doug - Robert Frost’s “The Road Not Taken” – you’ll never regret trying something!
  
  

Resources:

Zolt Website

Zolt Instagram

Ani Collum LinkedIn

Doug Siegel LinkedIn

NexxtLevel Brands Website

Steven Cleere LinkedIn