346 | Transforming Problems Into Product Opportunities | with Joelle Weinand

Joelle Weinand is the Founder of Nutcase Milk, the cashew-based chocolate milk brand taking on Nesquik with a cleaner, more sophisticated option built for adults.

What started as a boredom-fueled kitchen experiment during COVID: blending cashews, cocoa, and dates in her Vitamix, quickly evolved into a business. A chance brunch in Las Vegas with old poker friends turned into a pre-seed round when investors tried and liked her “ChocoMilk”. Soon, big names like Ninja and Steve Aoki came on board, and an ops expert from Mezcla Bars helped Joelle scale.

Joelle’s path blends relentless scrappiness with an instinct for spotting white space in crowded categories. From shelving the idea when no co-packers picked up the phone, to saying yes when opportunity appeared in unexpected rooms, to relaunching her formula based on real customer feedback, she’s showing how a so-called “nutcase” idea can capture the market’s imagination.

Whether you’re trying to break into CPG, find your first investors, or take a product from Instagram post to retail shelf, Joelle shares a candid look at how to move fast, embrace serendipity, and build a brand people are proud to carry.

In This Conversation We Discuss:

• [00:42] Intro
• [00:57] Launching nostalgia as a premium product
• [01:24] Testing a concept with friends at brunch
• [07:02] Highlighting the power of simple ideas
• [08:13] Running small tests before scaling up
• [09:10] Connecting with ops partners through luck
• [12:46] Episode Sponsors: Electric Eye, Heatmap, Grow
• [15:59] Meeting investors at random events
• [17:23] Building trust with passion and clarity
• [18:23] Raising a pre-seed with friends
• [22:18] Asking founders for advice directly
• [25:04] Reducing friction in early startups
• [26:55] Gathering feedback to guide reformulation

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Delicious, healthy and nostalgic cashew milk https://drinknutcase.com/ 
• Follow Joelle Weinand https://www.linkedin.com/in/joelled 
• Schedule an intro call with one of our experts https://electriceye.io/connect
• Clear, real-time data built for ecommerce optimization https://www.heatmap.com/honest 
• The Premier Conference for Ecommerce Operators https://www.joingrow.com 

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Transcript

Joelle Weinand

It's never going to happen if you're just sitting at home. It's not going to fall in your lap magically out of nowhere. Get out of the house, meet people. It's also true in business, all about who you know.  

Chase Clymer

Welcome to Honest Ecommerce, a podcast dedicated to cutting through the BS and finding actionable advice for online store owners. I'm your host, Chase Clymer. And I believe running a direct-to-consumer brand does not have to be complicated or a guessing game. 

On this podcast, we interview founders and experts who are putting in the work and creating  real results. 

I also share my own insights from running our top Shopify consultancy, Electric Eye. We cut the fluff in favor of facts to help you grow your Ecommerce business.

Let's get on with the show.

Chase Clymer

Hey everybody, welcome back to another episode of Honest Ecommerce. I'm your host, Chase Clymer. And today I'm welcoming the show, Joelle Weinand from drinknutcase.com. She's the founder of Nutcase Milk. Joelle, welcome to the show. 

Joelle Weinand

Happy to be here, man. 

Chase Clymer

I'm excited to chat. Now, obviously, Nutcase Milk. The name kind of speaks for itself. But let people know what's the product you guys are bringing to market over there. 

Joelle Weinand

So it's essentially a cleaner, premium chocolate milk for adults that your kids still might steal from you. But essentially, bringing back that nostalgia in a format and a version that, as grownups, we can indulge and not hate ourselves 10 minutes later. 

Chase Clymer

Absolutely. You guys have an awesome story. So I guess just take me back in time. Where was that kind of like, aha moment or like where the ideation for this brand come from? 

Joelle Weinand

Yeah. So I mean, I'm a self-proclaimed, was an Nesquik addict growing up. And it was a very sad day when I was finally old enough and started to read labels.  And it was just like, I could not be drinking this shit anymore. Not to mention I felt like shit after drinking it. 

So, sadly, I had to abandon that, but couldn't get over the cravings. Like decades later, finally, it's actually funny. The silver lining of COVID is that one, I was losing my mind because we had a lot of lockdowns up here in Canada. And I don't do well when I'm bored. It's usually a recipe for disaster.

But in this case, it ended up being a recipe for cashew milk, I guess, because I was bored enough that I started Googling and craving chocolate milk. So I was like, how do I make my own  milk? And now I am milk-agnostic. I like all the milks. I drink dairy milk, I drink almond milk. I've tried them all. And at the end of the day, I just always thought that cashew milk was the best and makes sense too because I think cashews are the best nuts and like they're but as a base for milk, they're naturally so rich and creamy that it actually works really well. 

But here's the funny thing as well as I thought it was going to be a lot of work because I've seen videos like, “Oh, to make almond milk, you have to soak them overnight and then they have the peel so you have to strain them.” And I was like, “Yeah, I made it.” It was too many steps like it's not gonna happen.

But I like Vitamix and because cashews are naturally kind of softer, it turns out you can just throw them in a Vitamix, press go and pulverize the shit out of them and then you have milk. By the way, I was like, blew my mind. So that and then I just started kind of putting it on, I was like, “I'll just get some cocoa powder, I got some agave, I'm gonna throw some dates in there.” Really just f*cking around, did not expect it to actually work. 

So I think I was as surprised as anybody when I poured it in a cup and took a sip and I was like, “Holy shit, this is actually good.” But of course, I was like, “Well, maybe I'm just losing my mind. So why don't I invite my friend Brooke over?” So she came over, I gave her, just handed her cup and I was like, “Drink this.” And she's like, “What is it?” I'm like, “Just drink it”. Good thing she trusts me, but she had it and she was like, “Shit, like this is actually good. Like you made this?” And I was like, “Right” Then the next step was just like, “Hey, we have a restaurant. Why don't we just put it on the shelf and see what happens?” 

And the funniest thing was, we're like, “Okay, yeah, let's do that.” And then we're like, “Oh, wait, like we need to put it in something, we need bottles or something.” So we're Googling, like, where do you buy just a ton of blank bottles? they're like, “Okay, we found a bottle supplier.” But of course we were just thinking, “Oh, we're gonna test this, but the minimum order is like 500 bottles. Like, oh shit, that's like a lot of empty bottles. But okay, let's go for it.

And they were like, “Well, I guess we have to call it something. And it really didn't take very long.” I think I was like, “What's funny words with nuts? And I was like, “Ha, Nutcase.” Obviously, may have been called that a lot in my life. So popped in my head and I was like, “That's fine. Let's call it that.” Printed some stickers and just literally threw them on the shelf. And that's when things got really interesting because it flew off the shelf.

And not only that, but we started to have other shops and retailers coming in and they're like, “Yo, like who's your supplier for this shit? Like, where are you getting it from?” Or like,”Oh, we're just making it in the back.” So that plus seeing the joy on, especially on like grown men's faces when they'd come in and like to unexpectedly see this chocolate milk and then find out it was good for them. That's when kind of really the light bulb went off. was like, we might be onto something here.

And then of course, I'm an entrepreneur by nature. As soon as I see, okay, there might be something here, I just deep dive into research and market analysis and all this kind of stuff. And I really just kind of saw like there's a big white space here, not only for someone to take on Nesquik with a cleaner, better for you option. That's one side of it. 

But also I was hearing from a lot of adults and parents that were like, Actually, the funniest was then they'd admit that they would steal their kids' chocolate milk out of the fridge. I was like, shouldn't have to be secret. We shouldn't be able to do this in broad daylight. The other side of it was like, how do we build a more adult, more sophisticated, cool brand that doesn't feel childish, like no bunny in the bottle kind of thing so that we make it cool and just acceptable for adults to walk around with the chocolate milk on one side. 

The other was like, it's nut milk. And all the kinds of nut milk brands out there. They all have the same feel, right? This very vegan eco hipster type vibe. And I was just like, that just doesn't resonate with me. So I also, you know, kind of inspired by Liquid Death was like, “Let's make an edgy nut milk. Or let's make chocolate milk cool.”

Chase Clymer

That's amazing.

Joelle Weinand

Sorry, that was a bit long-winded. 

Chase Clymer

No, no, no. And one thing I really want to point out about your business model. And there's a lot of listeners out there that want to be an entrepreneur. They want to take that step. They're just like, I don't have a good idea. And I bring this up a lot because when you listen, you need to hear it two or three times before it sticks. 

And please don't take this wrong. You're not doing anything crazy new. You just found a stale product and you're making it better and making it your own. And that's honestly, all it really takes sometimes to build an awesome business. 

Joelle Weinand

Yeah. You don't have to build a rocket ship. You can innovate in little pieces or you just do it differently or do it more authentically. But usually, the idea comes from a problem you have. So if there's something out there that's bugging you or you find it lacking or missing. But I will also say, it's hard to find a good idea. I have 100 ideas and I had to validate them all. And only one actually stuck was an actual opportunity. So that's also part of it. 

Chase Clymer

Yeah. And I also enjoyed your accidental market research per se, which is like, all right, well, let's just do a small run of these, stick them in a restaurant and see what happens. And that gave you more than enough data to be like, all right, it's worth doubling down here. I think that some people will get a good idea and maybe over invest in the first iteration or version of it. And that might come to bite them in the butt. 

Joelle Weinand

Yeah. You want to find a way to just put it out there a little bit and see what naturally happens. You can't force it on people. That's always been my take is put out in the world and see. You'll know if people are interested or if there's crickets. And I've done that too. I've put stuff out there like, that's getting zero response. Okay, next.  

Chase Clymer

All right. So you know you have a good idea here. How does it go from  making it in your kitchen or the kitchen of the restaurant and putting a sticker on a bulk glass bottle that you had to something  more like a business? 

Joelle Weinand

Totally randomly in this case. So here's where I kind of, I want to preface this by explaining kind of my take on luck because I could easily tell the story which is like, “Oh, it's just dumb luck.” But at the same time, it's also like this dumb luck doesn't happen if you like just keep throwing, if you don't keep putting yourself out there and talking about it and putting yourself in scenarios where luck might randomly happen in Vegas. But you know, that's a side note. We, to scale it, we knew we would need a co-packer, like a manufacturer.

Again, though, this is mid COVID and we're calling like every co packer I can find on Google, like no answer, no interest. So we're like, “Oh, f*ck.” So literally, it wasn't going anywhere. I was trying everything I could to the point where it just took over a year. And then we finally found one co-packer that seemed interested, but then they just kept dropping the ball and completely wasted our time. 

So like this shit happens. To the point where I was like, I don't think this is just not working. Kind of like just putting it on the back burner, kind of shelving the idea. And then we were actually on a trip to Vegas and randomly had brunch and a catch with some friends  that we knew from poker. And because I'd been talking about it, he was kind of what's this chocolate milk thing you have on Instagram? And I was like, “Oh, okay Nutcase, so yeah.” So I told him the story, told him the opportunity I saw and they're like, “We f*cking love Chocomilk. This is so cool. You need to do this.” 

And then I told them, I was struggling to find a co-packer and to figure out what the next steps were. And no one was answering the phone. And then they were like, “Oh, by the way, we started a venture fund that backs CPG companies.” I was like, “The f*ck? Like, oh, random? Okay, cool. “ 

And they had invested in a few other CPG brands and they mentioned, “Oh, you know, we, one of the founders we backed, is Griffin from Mezcla Bars. They have like this awesome ops guy. You should like, I'll intro you to Griff. Just talk to him. Maybe, maybe he can help.” And I was like, “Okay, cool.” After that brunch, oh, and that's funny. I remember leaving brunch, I said, but like, “If this works, like if you make this happen, you have to let us in the first round”. He was like, “Yeah, of course”. Like that seems like a fair deal.

At this point, still not really thinking they're serious or like this is going to happen. But I got on a call with Griffin and he's awesome. And he's like, “You got to talk to David.” So he connects me to David, ops consultant. And then next thing you know, like they love the idea. They totally see it. They totally get it. So they're like, “Yeah, like we're down to help this year. Like we can line up a formulator, a co-packer. We know all these people.” And I was like, “Okay, cool.” 

So like the next thing you know, I'm like, deep in this. And I'm like, “Oh, guess like things just started coming together and all comes together so fast.” At some point I was like, “Oh shit, I guess, like, I guess we're doing this.” So I'm back to our buddies. I was like, “Hey guys, thanks for the intro. This is coming together.” And they're like, “Okay, cool. Let's do a pre-seed round.” I'm like, “What are we raising?” Just like that from one brunch, then all of sudden all the pieces started to fall into place. And here we are.

Chase Clymer

“I have been in business for nearly 20 years, and very few companies I have hired in that time have performed as well as Electric Eye. They have knowledgeable staff, and our project was delivered on time and on budget. Electric Eye has exceeded my expectations, and I look forward to working with them again.”

That is a direct quote from one of our clients at Electric Eye. 

Electric Eye is a Shopify Plus partner that has helped over 100 brands migrate, redesign, and optimize their stores since 2016.

If you'd like to increase your conversion rate, average order value, and revenue per session, we are the true Shopify experts you've been looking for. 

Right now, we're offering a free diagnostic to qualified brands that reach out and mention the podcast. Visit electriceye.io today to schedule a call and send us a message. Find out why we have over 50 5-star reviews in the Shopify Partner Directory. Again, that's electriceye.io.  E-L-E-C-T-R-I-C-E-Y-E.io 

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Yeah. That kind of concept of luck is hard to explain in entrepreneurship. But luck doesn't happen when you're not talking about it, like you said, and you're not putting yourself out there. You can't get a chance if you're not in the room. It's a thing entrepreneurs need to think about. And that's why you need to go to that dumb networking event. That's why you need to go to that conference. 

That's why you need to talk about the thing that you're working on in building public per se, but also just be talking about it randomly. I bought a house off of a family friend just because I said I was looking. It's like if you just aren't talking about these things. You put these chances and you put yourself out there. It's like increasing your surface luck area is a thing you can Google on the internet. It's just like you got to do more stuff and be about it and talk about it and more opportunities come your way. 

Joelle Weinand

It's never going to happen if you're just sitting at home. It's not going to fall in your lap magically out of nowhere. Get out of the house, meet people. It's also true in business. It's all about who you know. So get out there. And by the way, for any founders who think like, “Oh, well, you have to be like an extrovert then.” I'm a total f*cking introvert. I'd rather stay home and hide in a hole most of the time. You got to do what you got to do as a founder. You have to put yourself out there. It's uncomfortable at times. But you got to suck it up. 

Chase Clymer

It's really funny you say that. Just thought. It's like building a business is just a series, a very long series of conversations. That's all it is. 

Joelle Weinand

I like that. So true. 

Chase Clymer

Okay. So stuff's coming together rather quickly after some serendipitous introductions, is about who you know. You can find these people out in the world. I think a lot of people think that their competition or whatever. Realistic competition, right? So you're building a CPG brand. Maybe you want to try a new take on potato chips or something. I'm sure the guy that does the thing you're trying to figure out at that potato chip company would hop on the phone with you.  Nobody is really that  guarded about these things.  

Joelle Weinand

Especially if you come at them with a cool idea and passion. That goes a long way. I think a lot of people don't know how to approach. I'm sure the amount of spam I get, I'm like, “Really, that's your pitch to me? You think that's going to get me to want to talk to you.” Yeah. 

Chase Clymer

You've got all this stuff coming together. What is the next step here? Did you guys raise the round? Or do you need to go to market a bit earlier? What was going on? 

Joelle Weinand

So we raised a small initial pre-seed round. Friends and family and the friend I mentioned, did. True to the word, they came in and led the first round. And we started R&D and then this is again, where some more like just serendipitous stuff came together. Again, as I mentioned, poker friends, so my husband and I play poker and we know a lot of the pros, we play for fun though. And one of the people that we've gotten to know well through poker is Phil Holmuth, who's one of the biggest names in poker and is extremely well connected. And essentially,

We hadn't seen him for a little while. I mean, this is COVID times, right? Or just tail end. But we jumped on a call one day and we were just catching up and he's like, what are you up to now? And I was like, “Oh, Phil, I've got this chocolate milk.” He was like, again, the same way. He's like, “I f*cking love chocolate milk.” He's like, “Send me some.” I'm like, “Okay, cool.” So I sent him some. He's like, “I love it.” He's like, “I want to invest. I want to help.” And I was like, “Oh, sick. Yeah, okay. Let's do this.”

So he came on board and then it just so happened that he had recently played like a crazy poker game in LA with Ninja and Mr. Beast and XQC and a bunch of creators and he sat next to Ninja and they really hit it off and they kept in touch. So he was like, yo, we should send them to Ninja. And I was like, sure. Like that's so random. But again, like, “Yeah, f*ck yeah, that's awesome.”

And so I knew of him at a high level, but I'm not a gamer myself. My husband's a gamer though. You know, when I told him like, “Look, I'm talking to Ninja”. He was like, “What the f*ck? That's amazing.” So I sent him to Tyler, he tried it, loved it. And he was like immediately, this was the cool thing is he loved it so much and believed in it and really, he really got it, you know, from right away. 

So he told me he was really interested in getting involved. And I was like, well, what does that mean? And we kind of agreed that we should meet in person. So I flew down to Florida and met him for dinner and we just, we hit it off. There's a couple of things he said that really resonated with me. One was that he has a massive sweet fix and that to him, like this was such a good, healthier alternative to like reaching for the pint of ice cream at night kind of thing.

And it is great to just kind of sip on while you're streaming gaming late at night. So that was like, okay, you get the use case. That's cool. And then the second thing was that, you know, he was  just saying that over the past few years, he really also just started to care about health and what he was putting in his body. And that this was a drink that he could finally really feel good about promoting to his fans. And I was like, “That's really cool, dude.”

So yeah, we made a deal and he came on board as my co-founder.  And this is also like pre-launch. So like what they tasted was like the first versions of samples. Then, obviously then our launch plan became like, hey, let's launch with these guys. And actually since our common thread is poker, let's do like a live stream poker game that  they streamed on Twitch and other platforms.

Again, I don't make business plans because there's no way I could have come up with that plan. My plan is just f*cking get out there, make noise and see what happens. 

Chase Clymer

What happened there sounds almost like a word scramble of just random celebrities getting involved. Again, all of this happened because you have been talking about it and you've been working on it. And obviously, it was a very good idea.

That's why other people got excited about it. um Now quickly, I can't let you get off the phone before we let people know you are uh one of the first users of Shopify.  How do we want to present this story?  

Joelle Weinand

Definitely not one of the first users. But I may have married one of the co-founders, Daniel Wanand, funny story because he, so he's, my husband's German. For those who don't know a bit of the origin story of Shopify and why it ended up in Ottawa, Canada essentially, my husband was roommates with Toby Lukey, the founder and CEO. 

And Toby left and moved to Canada because he met a girl in Ottawa and he couldn't get a work visa when he was in Canada. So that's why he started kind of building his own snowboard shop and then realized the technology behind the snowboard shop was more scalable and valuable than the snowboard shop and then started Shopify. So he started Shopify and then he realized he needed help. So he calls Daniel back in, who's still back in Germany.  And he's like, “Yo, drop out too. Like I need, I need you to come to Canada to help with this.” So that's how my husband ended up in Canada uh in Ottawa and I'm from Ottawa. 

We met, I think, eight years ago. At the time, in Ottawa, Shopify was the biggest company, the biggest success story. So of course, I'd heard of him. I knew who he was. Shopify was public at that time. And I just had a startup idea and was messaging him. 

I was like, “Hey, can I pick your brain?” He was like, “Yeah, okay, let's grab a coffee.” Here we are. Needless to say though, I have a pretty good in when it comes to if I have issues with my store. I think Toby probably hates having dinner with me at this point because I'm in the middle of a show and he's like, “This isn't working.” He's like, “Okay. Call support.” I was like, “No, I'm talking to you right now.” It's always a good time and honestly, I'm actually blown away by how quickly they can react to certain things and how many things they have fixed. 

Chase Clymer

Yeah. We're huge fans of Shopify on the show. Be it we build on it at the agency. I just think it makes things just easy for entrepreneurs. That's the thing. Building a business is hard. Finding product market fit is hard. Just don't make your tech stack overly complicated because you think it needs to be. 

Joelle Weinand

And for me, the biggest thing is they're constantly thinking about what we can do to reduce friction, essentially. like, yeah, starting a startup, it's brutal. Especially from like, just like the bureaucracy paperwork, like all of that bullshit. They're like, how much of that can we take off your hands? So I literally remember last summer, we went to see them, Toby, because my husband has since left Shopify, you know, after over a decade there, he was burnt out and he wanted to pursue his real passions. Because he was like, “That was Toby's baby, you know, side quest.

Very successful, good, okay, now I can pursue my thing.” In his case, his real passion was always music. But sorry, we see them last summer and I was at the time just having a nightmare with taxes and I mean, I don't mind throwing them out at the best, but we were trying to work with Avalara and it was an absolute disaster. And like I was  losing my mind and I was like, “Toby, f*ck, like, can you build the taxes into like, this is horrible.” And fast forward 6 months, I think it was towards the end of last year where they're like, Shopify tax. And I was like, “F*ck yes.” And it's just all built in, integrated. It works infinitely better. And I was like, “Thank God.” And I was like, “You guys are the best.”

Chase Clymer

Yeah. The cheat code to getting Shopify to put things on the roadmap is having dinner with Toby. That's what I've learned. 

Joelle Weinand

Yeah. That's my secret sauce. 

Chase Clymer

Amazing. Now, Joelle, is there anything I didn't ask you about that you think would resonate with our audience?

Joelle Weinand

Resonate or not, just in terms of kind of notes and updates is like one thing I think is important for entrepreneurs is always just like getting the product out there. Like I'll be honest, we're just a year in now and we're doing a full reformulation R&D because the initial product was good. I thought it was good enough. Then you get feedback. You're like, “Okay, well maybe, you know, this is a little too niche. Maybe we need to make it appeal a bit more to mass markets.” So we're going to be relaunching a whole new formula in September. 

You know, you're like, “Oh, the old formula wasn't good. Why did we launch that?” But you just have to get the product out there. And again, because then it makes noise. And by being out there, we got the opportunity to be featured on this crazy new show on X that follows the startup. then the cool thing is as. It's kind of like Shark Tank, except viewers get to invest. So while the show's been airing over the past month or so, you can sign up for a waitlist. 

And then where this all culminates to a live stream finale, which is actually on Tuesday, June  24th on X at 2pm Pacific. And essentially during the live stream, viewers will be able to invest. just simultaneously open up a little round of equity crowdfunding. And that to me is just like, it's so cool because we get that allows us to have our fans be able to actually kind of buy in and have a skin in the game and have a little piece of the company. Because we often get fans that reach out and they're like, “Hey, can I invest?” I'm like, “Well, typical rounds like well, min check size is 2550k or something.” 

It's not realistic. But I'm really excited about this um equity crowdfunding opportunity and the fact that um we also had this unique opportunity to have this show on X that is really trying to do a lot more original content. And just actually just found out that Mike Tyson will be a special guest on the live stream finale. So again, that's going to be a random, awesome, fun experience.  

Chase Clymer

I can't wait for photos of Mike Tyson drinking chocolate milk. 

Joelle Weinand

Right. Yeah. 

Chase Clymer

Amazing. Joelle, thank you so much for coming on the show today and sharing all those awesome insights. 

Joelle Weinand

Thanks for having me, man. Pleasure.  

Chase Clymer

We can't thank our guests enough for coming on the show and sharing their knowledge and journey with us. We've got a lot to think about and potentially add into our own business. You can find all the links in the show notes. 

You can subscribe to the newsletter at https://honestecommerce.com/ to get each episode delivered right to your inbox. 

If you're enjoying this content, consider leaving a review on iTunes, that really helps us out. 

Lastly, if you're a store owner looking for an amazing partner to help get your Shopify store to the next level, reach out to Electric Eye at electriceye.io/connect.

Until next time!