Checkout Chats: Lisa Mastela, Founder of Bumpin Blends

Bumpin Blends is blending up the smoothie game, not just because of its delicious flavors but also due to the real authenticity behind the brand. Founded by Lisa Mastela, MPH, RD, a registered dietitian, Bumpin Blends isn't just about quick nutrition – it's about making healthy choices that actually enhance well-being. I recently spoke with Lisa about her journey, the challenges of growing a startup in the competitive CPG and wellness space, and what it means to maintain authenticity in a market dominated by flashy claims.

Unique Opportunities for Health-Focused Brands

Lisa's frustration with the current consumer landscape is clear: it's noisy, especially for health-conscious consumers. From sparkling drinks claiming to boost moods to snacks with ambiguous "superfood" labels, many brands are quick to jump on the wellness trend of the moment, often without backing it up. As Lisa puts it,

"You have this pretty advanced education on what actually is healthy, and it can be really frustrating to see brands in this space just totally exploit the whole idea of healthy and functional."

This gap in transparency and truthfulness provided Lisa with a unique opportunity to make Bumpin Blends a brand rooted in evidence and trust. For Lisa, it's not just about creating delicious smoothie cubes; it's about offering a product that genuinely enhances well-being, backed by her credentials as a dietitian.

"More people want truthful information about their health and food choices" 

Lisa also sees opportunities for health-focused brands to partner with reputable experts who can help substantiate claims and develop products that truly align with consumer needs.

"Brands that have reputable people on their team to support their claims and enhance their products will stand out"

This approach helps build credibility, which is becoming increasingly important as consumers grow savvier and more skeptical of the latest wellness trends.

I think that brands can get farther building a strong relationship with a registered dietitian or doctor than a celebrity. Hot take? Maybe. But I’d rather build a stronger sense of trust with my customers over the long term then play to a short term win.

Common Mistakes by Wellness and Health Brands

Having a reputable person on your team, like a doctor or registered dietician can help wellness and health-focused brands avoid many common mistakes. And I bet you can guess what those are.

"There are so many brands making claims about gut health or mood enhancement without any real evidence"

This kind of misleading marketing might generate short-term sales, but it often leads to long-term damage to the brand's reputation.

Just look at Poppi, a leading gut-healthy soda brand, who we recently saw get in hot waters over their health claims. The lawsuit alleges that the low-sugar sodas contain such small amounts of prebiotic fiber that the average consumer wouldn't experience any of the health benefits they’re claiming. The complaint also raises concerns about the potential negative effects of an inulin-based diet.

Lisa believes that consumers are becoming more discerning. They want products that actually work, not just flashy marketing campaigns. Though they often still fall for them in my opinion. 

 "If you're making, like, some mood drink that doesn't actually enhance anyone's mood, the fad will fade," 

This is why Bumpin Blends takes such a rigorous approach to product development—ensuring that every claim is backed by science and that the product truly delivers on its promises.

Building Authentic Celebrity Endorsements

One area where Bumpin Blends stands out is its celebrity endorsements. Unlike the often transactional nature of celebrity deals, Lisa took a very scrappy, grassroots approach. She went to put in the effort to get her product into the hands of celebrities she believed would genuinely love it—all without paying for an endorsement.

"I literally would say, 'Okay, this quarter, I want Chrissy Teigen to try our product,' and I’d figure out how to make that happen"

She'd find out who Chrissy's assistant was, then DM them on Instagram. This direct, hands-on approach paid off. Several celebrities, like Miranda Kerr and Amanda Kloots, became not only vocal advocates but more importantly loyal customers!

The authenticity of these endorsements has been key to Bumpin Blends' growth.

"We all, as consumers, know when someone's paid to talk about something on Instagram—it's painfully obvious"

Lisa observed. Instead, her strategy has been about letting the product speak for itself, trusting that those who try it and love it will share it with their audience because they genuinely enjoy it.

Authenticity is crucial for celebrity endorsements. The ones that work, work, and the ones that don’t fade into nothing. Consumers can easily tell the difference between a paid promotion and a genuine recommendation.

A Careful Approach to Retail Expansion

Transitioning from a direct-to-consumer model to retail is no easy feat, and Lisa was careful to approach this shift with caution. After spending a year learning the ins and outs of retail, Bumpin Blends joined Target’s Accelerator program and entered select Costco locations. Today, the brand can be found in nearly 1,500 Target stores across the US, over 1,400 Walmart locations around the nation, and 250 Sprouts locations. But this growth has come with its own set of challenges, notably, the "logistics crisis management" that comes with scaling a frozen product to national retailers.

"Every week is a new huge crisis of something that’s gone horribly wrong"

Lisa candidly shared. From supply chain disruptions to managing cash flow, scaling into retail has been a test of resilience.

"When you’re dealing with a frozen product, you’re getting both the volume and the profit margin, but there’s so much that can go wrong. The stakes are just incredibly high."

Bumpin Blends’ success in retail hasn’t been just about landing shelf space—it’s also about ensuring that the product delivers on its promise from production to consumer. With a product that’s meant to improve wellness, every piece of the chain has to be just right, from the sourcing of ingredients to the temperature of the delivery trucks.

Lisa also emphasized the importance of understanding the financial realities of retail.

"Floating money is a huge piece of retail. If you haven't figured out how you're going to be six or seven figures in debt for several months, you're going to have a big problem"

The cash flow challenges are significant, and understanding every aspect of the supply chain is crucial to ensure smooth operations.

Staying Bootstrapped—Until the Right Moment

Despite the growth and the challenges of CPG and retail, Bumpin Blends remains largely bootstrapped, a point of pride for Lisa. And it should be. Recently, however, the brand did take on its first angel investor, an influencer who had been a fan of the product long before investing. "She was a subscriber, and I didn’t even know it," Lisa said. This kind of organic, genuine connection is what Lisa seeks not only from her customers but also from her business partners. 

As the brand embarks on its first funding round, Lisa remains steadfast in her goal to work only with partners who bring more than just capital. "We're looking for the right strategic partner who can bring more to the table than just a check," she said. The goal is to find individuals or firms who align with the brand's mission and can help navigate the challenges of scaling further.

The Bigger Picture: A Brand with Heart in a Saturated Market

It takes a lot to build a brand, especially in today's wildly crowded market. In a world where the latest wellness fad can capture consumer attention overnight, Lisa has built her company by grounding it in authenticity and real health benefits. The brand's expansion into major retailers and its ability to secure true celebrity fans is a testament to the power of genuine, consumer-first brand building.

With flavors like Peanut Butter Cup and Barbie Strawberry Dream rolling out in major stores, Lisa's dedication to delivering products that meet both her high standards and the demands of her customers remains unwavering. In a landscape dominated by hyperbole and hollow health promises, Bumpin Blends is proving that it is a brand built on real benefits and real connections!

The challenges of building a health-focused brand in today’s market are immense, but Lisa has shown that a careful, thoughtful approach can pay off. By focusing on transparency, authenticity, and a genuine commitment to wellness, Bumpin Blends is not just surviving but thriving—one smoothie cube at a time.

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If anyone is curious, this is my favorite Bumpin Blends flavor!