Verified: The Social Commerce Podcast
Oct 13, 2026 · 49 min · 10 segments
A crowded category can still leave room for a brand with a clear promise. For Truvani, that promise started with ingredient transparency and became the foundation for a business spanning DTC, Amazon…
Peter GriscomHost
David VanderveenHost
So when you talk about launching with a turmeric, obviously you're going from a product that even at that time was a crowded category to your point.
And the story was already resonating in the market with brands like Garden of Life where they started to kind of go that route more than other people.
And you're using a popular social media influencer with her being known as Food Babe.
How do you go from that product into – where you're today in your product line with plant proteins and just kind of keeping that story going.
And what's been the non-negotiable as the business has grown in that product? I
We were just talking to an ingredient supplier yesterday and she pulled a soundbite from another podcast that I was on.
But it is something that's really interesting and I think a little bit unique to the Truvani product development ethos, if you will, which is we have this term that we use kind of behind the scenes, which is clone and clean.
And It's it's bitten us in the butt a couple of times, but it's played out to be very valuable.
And again, it plays into the mission of the company, which is we want to help people grow.
And so when we look at product development, we look at what are products that people are using every single day, not something they're using every other day, once a week, but what are the products they're using every single day that we have an opportunity to come in and make cleaner and make with more minimal ingredients.
And at the time, eight years ago, seven, you know, protein powder was like the nastiest space out there, the nastiest category.
So when you talk about launching with a turmeric, obviously you're going from a product that even at that time was a crowded category to your point.
And the story was already resonating in the market with brands like Garden of Life where they started to kind of go that route more than other people.
And you're using a popular social media influencer with her being known as Food Babe.
How do you go from that product into – where you're today in your product line with plant proteins and just kind of keeping that story going.
And what's been the non-negotiable as the business has grown in that product? I
We were just talking to an ingredient supplier yesterday and she pulled a soundbite from another podcast that I was on.
But it is something that's really interesting and I think a little bit unique to the Truvani product development ethos, if you will, which is we have this term that we use kind of behind the scenes, which is clone and clean.
And It's it's bitten us in the butt a couple of times, but it's played out to be very valuable.
And again, it plays into the mission of the company, which is we want to help people grow.
And so when we look at product development, we look at what are products that people are using every single day, not something they're using every other day, once a week, but what are the products they're using every single day that we have an opportunity to come in and make cleaner and make with more minimal ingredients.
And at the time, eight years ago, seven, you know, protein powder was like the nastiest space out there, the nastiest category.
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