Taste Radio

Founded by professional athletes, OWYN is rooted in the concept that vegan and allergen-free ingredients are “only what you need” from protein and sports nutrition beverages. But what do challenger businesses need to disrupt legacy categories and outperform the brands in those spaces? According to OWYN CEO Mark Olivieri, great taste and great data. Launched in 2017, OWYN markets a core five-SKU line of RTD protein shakes made with 20 grams of plant-based protein, a “Pro Elite” line made with 35 grams of protein, and zero-sugar meal replacement beverages and protein powders. OWYN debuted as a DTC brand and has since adopted an omnichannel sales strategy emphasizing brick and mortar retail. The shift in focus has paid dividends. OWYN is carried by Kroger, Publix, Target, Walmart and Whole Foods and is outselling protein stalwarts, including Muscle Milk, according to SPINS data. The company is projecting $85 million in 2023 revenue and is on track to generate $350 million by 2025. In this episode, Olivieri, who