Roxana Saidi, founder of Táche, shares how her pistachio milk brand is disrupting the alt-milk market. Despite alternative milk fatigue, Táche differentiates itself through sustainable sourcing, strategic pricing at $7.99, and cultivating buzz via coffee shop partnerships to compete with giants like Oatly. This episode is a masterclass for CPG founders on launching a defensible brand with a strong value proposition.
Key takeaways
Táche's success hinges on differentiating through a sustainable water-efficient pistachio sourcing story, directly addressing environmental concerns prevalent among alt-milk consumers.
Pricing a new CPG product strategically below key psychological thresholds (e.g., "$10 or above" for Táche) is crucial for market entry and perceived affordability.
Cultivating demand in the food service sector, specifically trendy coffee shops, can create significant brand buzz and drive consumer adoption for emerging CPG brands.
Direct sourcing and strong supplier relationships, as demonstrated by Táche's family connections to pistachio farms, can provide substantial cost advantages and supply chain stability for niche ingredients.
New brands can combat "alt milk fatigue" by offering a novel product experience and clear differentiation beyond just taste, focusing on sustainability and health benefits.
Pistachio milk startup Táche has big plans to take on Oatly and its ilk. Founder and CEO Roxana Saidi joined the Modern Retail Podcast and explained how.
Táche has been on the market for a little less than two years, but it has already begun making a real dent. The company has sold over 1 million units and has expanded its retail and coffee shop footprint nationally. According to Saidi, things are just getting started.
The first hurdle, according to Saidi, was making sure she could build a viable business. She knew that she had a good idea with pistachio milk, as it was made in a more sustainable process than other milk alternatives like almond milk. "In 2015, [California was] experiencing our worst drought on record," she said. "At the same time, 99% of almonds that are consumed in this country are grown in California, where the almond trees require and soak up more water for the state than the inhabitants of California."
Conversely, pistachios, she said, "require 75% less water than almond trees." And thanks to her family's connections to pistachio farms in the Middle East, she was able to have a direct source to the main ingredient.
But even with all this, pistachio milk was expensive to produce, especially for a startup making a small initial order. Saidi realized she had to make something many people could afford. "I knew that if Táche was going to be priced at $10 or above, it actually wasn't a product I was going to pursue," Saidi said. "That was my threshold."
Ultimately, Saidi was able to get it down to $7.99, which meant the idea had legs. The next step was figuring out production. It's easy to have an idea, but you actually need people to buy it. So for four years, Saidi made inroads with food professionals in the hopes that she would gin up enough demand to land an initial purchase. As Saidi described it, she saw the success of cult alt-milk favorites like Oatly and realized she too could create buzz by getting hip coffeeshop pick-up.
Pre-2020, Saidi was
Táche's success hinges on differentiating through a sustainable water-efficient pistachio sourcing story, directly addressing environmental concerns prevalent among alt-milk consumers.
What does this episode say about dtc strategy?
Pricing a new CPG product strategically below key psychological thresholds (e.g., "$10 or above" for Táche) is crucial for market entry and perceived affordability.
What does this episode say about supply chain & operations?
Cultivating demand in the food service sector, specifically trendy coffee shops, can create significant brand buzz and drive consumer adoption for emerging CPG brands.
What does this episode say about finance & fundraising?
Direct sourcing and strong supplier relationships, as demonstrated by Táche's family connections to pistachio farms, can provide substantial cost advantages and supply chain stability for niche ingredients.
What does this episode say about brand & content?
New brands can combat "alt milk fatigue" by offering a novel product experience and clear differentiation beyond just taste, focusing on sustainability and health benefits.
