Followers of the viral probiotic yogurt he first made at home for himself.
Noah Simon-Waddell was dealing with his own health problems when he turned to food. Hoping for a cleaner, less processed alternative to what was on store shelves, he started making his own probiotic yogurt at home. It worked well enough that he realized he could make something far better than what he could buy.
That kitchen experiment became a company. Simon-Waddell built The Coconut Cult, a wildly potent probiotic coconut yogurt made with clean, simple ingredients, and it grew into a genuine cult brand, now distributed nationally through retailers like Sprouts, The Fresh Market, and select Whole Foods, with a following of hundreds of thousands online.
People are obsessed with it. The internet cannot stop talking about The Coconut Cult, and customers describe the way it makes them feel as worth the premium price, a rare thing for a product that started as one person trying to feel better.
"He was just trying to feel better. He ended up building a brand people are obsessed with."
The best consumer brands often start as a founder solving their own problem with no plan to sell anything. Simon-Waddell built the product he needed first, refused to compromise on the ingredients, and let the quality do the marketing. Solve your own problem well enough and other people will line up for it.
This is the founder instinct ANF keeps spotlighting. Make the thing you actually need, refuse to cut corners, and let the results build the brand.
It started in his kitchen. Now the whole internet wants a jar.
