The bird has left the nest 🪽
Seeing sourmilk hit the shelves for the first time yesterday was like watching a child go off to college 🥹 Kirsten (Kiki) C. and I are proud yogurt moms, and Happier Grocery is an amazing college ;)
About us
Organic greek-style yogurt, made for your gut.
- Website
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https://sourmilk.com/
External link for sourmilk
- Industry
- Food and Beverage Retail
- Company size
- 2-10 employees
- Type
- Privately Held
- Founded
- 2025
Employees at sourmilk
Updates
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sourmilk reposted this
As we get closer to launching sourmilk in grocery stores, I’ve been deep in the weeds of pricing. Right now, we sell directly to customers—but once we hit shelves, pricing might look a little different… Here’s the breakdown of what goes into a single cup of your probiotic Greek yogurt: 🥛 Ingredients: 1. Organic milk: demand hugely outweighs supply right now so this is at a premium. 2. Probiotic cultures: the secret sauce of sourmilk yogurt. Our non-negotiable is to be the the best yogurt on the shelf for your gut. 🫙 Packaging: containers (ours have paper labels which use 33% less plastic than other yogurt cups), foil lids, wooden pallets, cases. 👩🍳 Manufacturing: we partner with a co-manufacturer and pay per cup to produce Sourmilk. 🚚 Transportation: we pay for refridgerated trucks to deliver milk to the factory and to take finished product to our warehouse. 📦 Storage: unfortunately, Kirsten (Kiki) C. and I can’t fit thousands of pounds of yogurt in our fridges so we keep it all at a warehouse near the city which charges monthly rent. That’s just to make the yogurt. Once we enter grocery: 🚛 Distributors: in our Drug Deal Model, Kiki and I are effectively the distributors, but once we move into grocery stores, our Hydroask backpacks + CitiBikes will get upgraded to refrigerated trucks driven and managed by a separate company. How it typically works is we sell our product to a distributor for $X and they sell it to retailers for $Y = X + 15% to 25%. 🛒 Retailers: Distributors then sell to grocery stores at $Y, then add +30–60% before you see it on shelf. Example: we might sell to distributors at $3.25, they sell to stores at $4.00, and you might pay $6.50 at checkout. TLDR; Brands don’t fully control grocery prices. We set the minimum viable price we need to survive—after that, distributors and retailers set the final tag. So if you want the freshest cups at the best price… buy direct while you still can 😉 P.S. drop #4 just released: https://lnkd.in/eC25t8Ct
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Yesterday we did our first ever restaurant tasting for sourmilk…any guesses where we’ll be popping up on the menu? 👀
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When we locked in a partnership with SoulCycle Inc. for their annual Wellness Weekend in the Hamptons, we still hadn’t figured out our new name, packaging, or how we’d transport thousands of perishable yogurts across the state– but we knew this was a massive opportunity to get sourmilk in front of a powerful, wellness-obsessed audience. SoulCycle riders span generations: 15-year-olds are sweating right next to 80-year-olds, losing themselves to high energy playlists from morning to night. The Barn studio is its own special community: it’s not only home to SoulCycle, but also FORWARD__Space, TREMBLE, and more. People know each other’s names, hang out after class, and genuinely show up for one another, it was a perfect venue to host a pop-up. We set this event as a launch goalpost. Everything — the rebrand, packaging, and production — had to come together in time. To stand alongside brands like Hyperice, JECT, GetMTE, allyoos, Mecca Health, and Uni in a space rooted in movement, wellness, and connection was a huge milestone for us. We served up the ultimate post-ride fuel: sourmilk yogurt topped with Jamie's Farm granola, One Trick Pony PB, Jamagansett raspberry jam, and a drizzle of Manukora honey. It was a smash hit — we sold out of single serves barely halfway through the event 🤯 Huge thank you to everyone on the SoulCycle team who made this happen Namita Gupta Doug Leonard and many more. Keep your eyes out — this may just the beginning of Sourmilk x SoulCycle collabs 👀 Kirsten (Kiki) C. Lucy Dana Jamie Kim Alice Rutherford Freya G. Isaac Tortorella Lena Kristy Frankie deGruy, MPH
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Limited supply! Get your orders in :)
It's been 6 months since Kirsten (Kiki) C. and I quit our jobs to start sourmilk...and now you can finally try it 🥹 Pickup only in NYC (for now): https://lnkd.in/eSXFc3AX
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hello world 👋
We named our probiotic yogurt company…SOURMILK Here’s why: Over the past few weeks, we’ve been exploring a new name. While we loved Beny—short, friendly, and easy to say—we realized this was a chance to do something more ambitious. Instead of choosing a name that blends in, we wanted one that sticks out. We had a few criteria: 1. Easy to pronounce: let’s be honest, no one knows how to say “Fage” correctly 2. Memorable: we don’t want to become another brand that’s solely described by its packaging 3. Educational: we want the name to say something about what the product is Sourmilk checked all those boxes. Yes, “sour milk” usually makes people pause, but that reaction is what makes it memorable. Sour milk doesn’t mean spoiled milk. Think about it this way, if sour cream is fermented cream, and yogurt is fermented milk, doesn’t that make yogurt sour milk? :) Ultimately Sourmilk helps us grab consumer attention and tells a story about what the product is. Shout out to everyone who helped us get here and shared awesome naming ideas - we're very excited for this next chapter 💙 .
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We may have found a new name for Beny Yogurt...
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