Kiki Couchman turned a cease & desist into a viral rebrand — and is building the coolest yogurt brand NYC’s ever seen.
Founder of NYC’s cult yogurt brand Sour Milk, Kiki joins me live in front of an audience to talk about how she’s turning probiotics and packaging into a full-blown brand movement. This episode is part startup war story, part brand-building masterclass, and part love letter to making weird things work.
We cover:
Why she changed the name mid-launch and made it go viral
Building credibility with no investors, no retail, and no playbook
The gritty realities of cold chain CPG and fighting Big Dairy
How she’s scaling without burning out — while still making reels every day
Her vision for authentic storytelling, internet-native brands, and being the yogurt of a generation
Plus, we open it up for audience Q&A, and Kiki drops real gems about identity, risk, co-founder relationships, and her take on building in public without selling out. If you’re a founder, creator, or brand nerd — this one’s for you.
Recorded at Founders Common in NYC, a big thanks to Damian and Founders Common for hosting us.
Watch YouTube to catch the video versions: https://www.youtube.com/@KassidyWarren
Subscribe on Apple Podcasts: https://podcasts.apple.com/us/podcast/for-your-own-good/id1793769313
Connect with Hosts/Guests:
Kassidy
https://www.instagram.com/kassidy.warren
Kiki
https://www.instagram.com/couchwoman
Founders Common
https://www.instagram.com/founderscommon
#ForYourOwnGood #KassidyWarren #FYOG
Popular Podcasts
Law & Order: Criminal Justice System - Season 1 & Season 2
Season Two Out Now! Law & Order: Criminal Justice System tells the real stories behind the landmark cases that have shaped how the most dangerous and influential criminals in America are prosecuted. In its second season, the series tackles the threat of terrorism in the United States. From the rise of extremist political groups in the 60s to domestic lone wolves in the modern day, we explore how organizations like the FBI and Joint Terrorism Take Force have evolved to fight back against a multitude of terrorist threats.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
NFL Daily with Gregg Rosenthal
Gregg Rosenthal and a rotating crew of elite NFL Media co-hosts, including Patrick Claybon, Colleen Wolfe, Steve Wyche, Nick Shook and Jourdan Rodrigue of The Athletic get you caught up daily on all the NFL news and analysis you need to be smarter and funnier than your friends.