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 The Irresistible Factor, you’ll find out, with a little help from the always-energetic Yanni. Together, host Kristi Bridges and Yanni explore the story of how the founder 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. Kristi and Yanni also cover his 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 said. “Not impossible, but very challenging. And what I would tell you is that we are more focused on growth versus our bottom line.”