Mindful Proteins Co-founder, Jacoba Gundle on the Achieve Podcast
Host Jessie Warner sits down with Jacoba Gundle, co-founder of Mindful Proteins, to discuss the eight-year journey of building TATU Protein Water from an idea into a growing consumer beverage brand. With no previous CPG experience, Jacoba and her co-founder set out to create a lighter, more refreshing alternative to traditional protein shakes—and learned firsthand just how much perseverance it takes to bring a new product category to market.
Throughout the conversation, Jacoba emphasizes that building a consumer brand requires patience, resilience, and a willingness to keep showing up. From having their original launch disrupted by COVID to spending years educating consumers and pursuing distribution, the Mindful Proteins journey demonstrates that "overnight success" can take years. As TATU Protein Water expands into broader retail distribution, Jacoba's experience offers a valuable reminder to entrepreneurs: validate the market, learn from people who know the industry, get comfortable hearing "no," and keep moving forward.