On this episode, we’re joined by Hannah Perez, the Co-Founder and Brand Visionary behind SEEQ — the clear protein brand that’s pioneering one of the most refreshing (literally) new categories in sports nutrition.

What started with a college friendship has turned into a rocketship brand that's now stocked nationwide at Target, growing a cult following on TikTok, and giving legacy supplement brands a serious wake-up call. In this episode, Hannah breaks down how she and co-founder Ben Zaver went from blending samples in a Minneapolis apartment to building a vertically integrated DTC and retail business, all while staying true to their vision of “bringing the juice” and making wellness more approachable.

We get tactical on everything from formulation and co-packers to launching new SKUs in retail, hiring a CEO within 18 months, and why she believes storytelling is more important than features when it comes to building in public.

Episode Highlights:
💧 What clear protein actually is — and why it’s not just a gimmick
🧪 The 3 biggest R&D hurdles in clear protein formulation
📦 Why they passed on dozens of co-packers before going back to the first one
📲 The TikTok strategy that sold out 4,000 units in 60 days
🛠️ How they kept building during a 4-month stockout
🚀 Getting into Target via a cold email — and what they did to stand out
🛍️ Why front-of-store placement drove massive velocity
📚 Lessons from launching a new format just for retail
🏗️ How EOS helped them plan, prioritize, and stay focused
👥 Why they hired a President and CEO just 18 months in
🔥 Hannah’s shift from CMO to Brand Visionary — and what she’s building next

⏱️ Table of Contents:
00:00 – Intro & Clear Protein 101
02:30 – Founding Story: From Marketing Agency to CPG Startup
06:00 – The Formulation Process: What Makes Clear Protein Work
11:00 – Viral TikTok Growth, Street Sampling, and Early Sellouts
15:00 – Finding the Right Co-Packer & Building the Product Backbone
17:00 – Landing Target: Cold Emails, Broker Help & Buyer Pitch
21:00 – What It Takes to Succeed in Retail: Velocity, Displays & Education
26:00 – Packaging Lessons for DTC Brands Entering Retail
30:00 – Staying Focused: Avoiding Shiny Object Syndrome
32:00 – Operating with EOS & North Star Goal-Setting
34:00 – Hiring a CEO and Letting Go of Ego
38:00 – How Hannah’s Role Evolved & Why Brand is Bigger Than Product
45:00 – Where to Follow Hannah & Try SEEQ

🔗 Links:
SEEQ – https://seeqsupply.com
Follow Hannah on LinkedIn – https://www.linkedin.com/in/hannah-perez013
Follow Adam on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg
Check out https://www.kitprint.co/ for CPG production design support.