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In this episode of the Unchartered Territory Podcast, host Oli Russell-Cowan sits down with Kelsi Boocock, founder of Shnack, the world’s first dairy-free canned protein shake and one of New Zealand’s fastest-rising wellness brands.
From launching a healthy food blog during lockdown to building two companies before turning 25, Kelsi shares how her journey in content, community and plant-based living led to creating Shnack: a fun, flavour-driven protein brand now stocked nationally across NZ.
We dive into:
- The founder story behind Shnack and how a viral smoothie, a cookbook deal and a food blog sparked the idea
- The transition from Second Nature (her first protein brand) to launching a ready-to-drink shake that took off “a thousand miles an hour”
- Shnack’s playful brand world from mascots to dad-driven road-trip marketing helped it stand out with almost no budget
- Building a social-first brand: consistency, storytelling and letting the community shape the product
- The realities of scaling a CPG business in NZ: retail, manufacturing, reformulation and navigating fast growth
- Why flavour matters, what’s coming next, and how Kelsi is balancing entrepreneurship with pregnancy and real life
Whether you’re a founder, marketer, or simply love hearing how modern brands are built from the ground up, this episode is a masterclass in turning creativity, grit and community into a movement.
You can follow Kelsi on healthykelsii
Connect with Shanck
Website: shnack.co.nz
TikTok: drinkshnack
Instagram: drinkshnack
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The Unchartered Territory Podcast comes out across all podcast players with a new episode every month.
Chapters
1. Morning Conversations and Life Updates (00:00:00)
2. Navigating Pregnancy and Business Challenges (00:02:45)
3. The Birth of a Culinary Passion (00:05:38)
4. From Cookbook to Social Media Stardom (00:11:25)
5. Launching a Protein Brand: Shnack (00:17:07)
6. Supermarket Success and Brand Building (00:19:55)
7. The Power of Branding (00:22:27)
8. Lessons Learned from Launching a Business (00:23:33)
9. Flavour Development and Market Fit (00:25:40)
10. Family Involvement in Marketing (00:27:49)
11. Creative Marketing Strategies (00:31:20)
12. Building a Community Around the Brand (00:32:26)
13. Choosing the Right Partners (00:33:58)
14. The Importance of Enjoying the Journey (00:36:16)
15. Exciting New Product Launches (00:41:20)
4 episodes
