Wild is woven into the fabric of her brand's identity. But Rosa Li's methodical, strategic approach to building a successful and respected CPG company stands in contrast to the untamed energy her products represent.

Rosa is the founder and CEO of Wildwonder, a sparkling beverage brand that is infused with prebiotics and probiotics. Launched in 2020, the AAPI-founded company describes itself as "rooted in culture," offering USDA organic drinks that taste as fresh and vibrant as a California produce stand. Flavors like Raspberry Lychee, Strawberry Passion, and Guava Rose come to life in 12 oz. slim cans, each containing five grams of prebiotic fiber, six grams of sugar, and 40 calories.

Wildwonder is available nationwide, including at Whole Foods, Sprouts and The Fresh Market, as well as select Target and Costco locations.

In this interview, Rosa shares how a focus on steady, incremental growth has been key to maintaining Wildwonder's integrity. She discusses how the brand aligns its expansion with core values, its unique position at the intersection of kombucha and soda, and the power of social listening in shaping the company's future.

Show notes:

0:25: Interview: Rosa Li, Founder & CEO, Wildwonder – On location at Expo West 2025, Rosa chats about how attendees interacted with Wildwonder at its booth, how her grandmother inspired the creation of the brand and its evolution in messaging and packaging – from glass to aluminum cans. She also talks about how consumers compare Wildwonder to kombucha, why she will not describe the brand as a "soda," what she views as the best merchandising opportunity for the products and how its pricing and retail strategy are interwoven. Rosa also discusses how she met buyers from major retail chains, demand planning and supporting the brand at the store level, managing the company's co-packer relationships, especially when challenges arise, and how listening to consumers has guided Wildwonder's innovation and marketing efforts.

Brands in this episode: Wildwonder, Olipop, Poppi, Coca-Cola, Pepsi, GT's Living Foods, Nona Lim