Laura Jakobsen: Creating A Riot!
Are consumers informed about what goes into their energy drinks? Between artificial sweeteners and ambiguous "natural flavors," finding a genuinely clean and healthy option can seem impossible. Is there a brand listening to consumers' demands for honesty and integrity in their beverages?
Laura Jakobsen, a successful entrepreneur in the beverage space, delves into how she tackled these issues by creating RIOT Energy. Obsessed with simple, clean ingredients, she discusses the value of listening to customer feedback and staying true to the brand's foundational values. She explains the importance of being agile and adaptive in messaging to bridge the gap between health-conscious individuals and mainstream consumers. Laura provides a deep dive into the challenges and insights of scaling a mission-driven brand in the competitive beverage market.
On this episode of the Firebelly Social Show, Duncan Alney talks with Laura Jakobsen, Co-founder and CEO of RIOT Energy, about creating a clean alternative in the energy drink industry. Laura talks about RIOT Energy's fight against artificial ingredients and commitment to natural alternatives, how a genuine commitment to health and wellness trends can shape product development, approach to innovation and customer feedback, and self-care strategies for balanced entrepreneurship.
Here’s a glimpse of what you’ll learn:
[1:44] Laura Jakobsen shares her journey from competitive skiing to founding a clean energy drink brand
[2:57] RIOT Energy's fight against artificial ingredients and commitment to natural alternatives
[5:01] How RIOT Energy ensures there's zero taste sacrifice alongside clean ingredients
[8:28] Laura explains how a genuine commitment to health and wellness trends can shape product development
[12:10] The significance of staying true to brand values amid pressure to compromise
[14:31] The role of community, both internal and external, and its impact on brand consistency and success
[21:26] RIOT Energy's approach to innovation and customer feedback
[31:27] Self-care strategies for balanced entrepreneurship
[34:09] Laura discusses the meaning of success and how to measure it
About Laura Jakobsen:
Laura Jakobsen is the Co-founder and CEO of RIOT Energy, a brand focused on delivering clean, plant-powered energy drinks with zero artificial ingredients. As a former competitive ski racer, Laura brings an athlete's mentality to entrepreneurship, emphasizing perseverance and performance. She's passionate about challenging the status quo of the beverage industry and prioritizing consumer wellness above all. Laura has a history of leadership roles, including her impactful tenure in the C-suite at Pinkberry. She strives to make energy drinks that are both functional and health-conscious, aligning with her vision of making the world a better place.
Resources Mentioned in this episode
Quotable Moments:
"RIOT Energy is the only one out there challenging the status quo to deliver better ingredients that are demanded by the next generation consumer."
“Better-for-you is growing at a faster rate, and the brands that authentically respond to better-for-you will be the ones that rise ahead.”
"Our differentiation is our ingredients, and in two to three seconds, we need to communicate that faster than anyone else."
"Being an energy giver is what we do every day, whether it's through an energy drink or whether it's through our spirit."
Action Steps:
Listen to consumer feedback: Integrate customer insights into your product development and brand messaging strategy. Effective because it drives innovation and ensures products resonate with market needs.
Stay true to foundational values: Align your brand and products with your original mission to meet consumer demands for authenticity and quality. This maintains integrity and differentiates your brand in competitive industries.
Embrace consumer education: Transparently communicate ingredient integrity to inform and empower healthier lifestyle choices for your consumers. Educated consumers make better choices, deepening their trust and loyalty.
Foster an energetic internal community: Ensure every team member shares the brand’s vision and contributes positively to a collaborative culture. A team united in purpose fuels innovation and leads to a stronger brand presence.
Prioritize personal well-being: As an entrepreneur, make self-care, including sleep, nutrition, exercise, and breaks a daily practice. Sustained personal wellness drives consistent energy and focus, which is crucial for workplace performance and leadership.