Founder and CEO Yanni Hufnagel created a product that met a consumer need, and has a super compelling mission to make the world a healthier place. It’s true that his brand, Lemon Perfect, is “literally on fire.” So much so that they just announced $31 million Series A with investments from Beyoncé Knowles-Carter and leading consumer products funds. Yanni’s story and his passion are just the kind of magic that gets investors and consumers excited. 

So, what does it mean for a brand to be “literally on fire”?

On my podcast, The Irresistible Factor, you’ll find out, with a little help from the always-energetic Yanni. Together, we’ll explore the story of how Yanni first saw a need for this better-for-you product — super-refreshing, full-flavored, hydrating lemon water with zero sugar — and the life-changing advice that really made him go for it. 

With a background in coaching college basketball, Yanni made quite the pivot. He’d been dabbling in keto dieting and drinking lemon water every morning — driving to Whole Foods for organic lemons, getting juice on his counters, and stomaching the bland taste. At the end of a basketball season, he had what he describes as a “lightbulb moment” in the locker room. What if there was a lemon water that tasted great, just like the drinks his players wanted after a game?

In this episode, you’ll find out why Yanni decided to flip from produce to grocery, and how the business has grown significantly as a result. We’ll also cover Yanni’s views on entrepreneurship, why he believes a lot of building a business requires putting on blinkers and just following your heart, and why he is grateful for the rare opportunity to create a great business that also does good. 

“Scaling a beverage brand is beyond hard,” Yanni told me. “Not impossible, but very challenging. And what I would tell you is that we are more focused on growth versus our bottom line.”

Listen to The Irresistible Factor’s Interview with Lemon Perfect Founder and CEO, Yanni Hufnagel.


Here’s what you won’t want to miss from our conversation: 

  • How Lemon Perfect has grown to a $22 million business
  • Why Lemon Perfect changed their original formula.
  • Lemon Perfect’s relationship with Amazon
  • Why storytelling has been the key to raising capital


Links mentioned in this episode: 

Lemon Perfect

Yanni Hufnagel on LinkedIn