The Regenerative A2 Latte Disrupting RTD Coffee
In this episode, Founder Isabel Washington shares how A2 milk changed everything for her, why she built Laurel’s around it, and how she’s reshaping the dairy conversation for the next generation. From identifying a massive gap in the RTD coffee aisle to grinding through 40 demos in 50 days at Erewhon, Isabel offers a candid look at what it really takes to launch a scrappy CPG brand — and why moms, TikTok, and cultural fluency might just be the keys to making regenerative mainstream.
From Stomach Troubles to Startup Vision
Before founding Laurel’s, Isabel Washington had a deeply personal problem to solve — dairy just didn’t sit right. Like many of her peers, she loved the taste and cultural ritual of dairy but struggled with how it made her body feel. Everything changed when she discovered A2 dairy — a more digestible alternative to conventional milk that allowed her to fully enjoy dairy again without discomfort. That awakening quickly turned into the seed of a business idea.
“My journey with A2 actually started with Alec’s Ice Cream. It was the first time I had dairy that didn’t mess with my stomach… and I was like, I’m a true believer.” — Isabel Washington
Inspired by this shift, Isabel built Laurel’s with A2 dairy at its core. But not just any A2 — regenerative A2 dairy sourced from partners like Alexander Family Farm. She knew that if this ingredient could change her relationship with dairy, it could do the same for millions of others.
Creating What the Coffee Aisle Was Missing
As Isabel explored launching her first product, she zeroed in on the RTD (ready-to-drink) coffee category — a space booming with consumer interest but lacking in products that actually mirrored how people order and enjoy their coffee at cafés.
“If you look at coffee, 85–90% of it is alternative milks. But most people are still putting dairy in their drinks — and what they want is dairy that doesn’t hurt their stomach.” — Isabel Washington
Laurel’s launched with three latte SKUs designed around what people actually order: Classic, Chai, and Matcha. They’re all powered by regenerative A2 dairy, offering a creamy, functional, and delicious alternative to oat- and nut-based drinks — with better taste and nutrition.
Building a Brand at Breakneck Speed
The Laurel’s story isn’t just about product innovation — it’s also a classic example of early-stage CPG hustle. Isabel launched the brand just eight months after formulating the idea and bootstrapped the business with her own savings. Her first production run was a make-or-break moment.
“I didn’t talk about this at the time, but all of my money was in that run. I was like, we have no money. I’m going to launch this and hope people buy enough cans that it makes sense.” — Isabel Washington
She hit the ground running with 40 demos in 50 days at Erewhon — personally engaging customers, gathering feedback, and rapidly building a community around the brand. One year later, Laurel’s has carved out a distinctive place in the RTD category and sparked a conversation around what better dairy can look like.
Reclaiming Dairy for a New Generation
Laurel’s might be rooted in ready-to-drink lattes, but Isabel’s vision extends far beyond the coffee aisle. She’s on a mission to reclaim dairy for Gen Z and millennial women — especially those who’ve been told for years that dairy is “bad” or “unhealthy.” Isabel sees a large, underserved segment of women who want real dairy back in their lives, but need it to be digestible, nourishing, and sourced responsibly.
“There’s this customer who’s not anti-dairy — she’s anti-feeling bad after drinking dairy.” – Isabel Washington
That customer — often health-conscious, ingredient-aware, and culturally savvy — is who Isabel designs for. From future product formats to new usage occasions, Laurel’s has plenty of runway to expand. Think drinkable yogurts, functional dairy snacks, and more — all powered by regenerative A2 milk, and all aligned with the values and bodies of the next generation of consumers.
How We Get Regenerative Brands to 50% Market Share by 2050
Isabel believes the next wave of awareness for regenerative food won’t come from top-down education campaigns — it’ll come from moms, memes, and social media.
Regenerative food must show up where culture is being shaped — not just on packaging, but in content, conversation, and community. And that includes the passionate, label-reading, TikTok-scrolling moms who are doing the daily work of feeding their families better.
She points to the seed oil movement as one example of how quickly consumer narratives can change — and how the right combination of content and community can drive mainstream behavior. Regenerative brands have to meet people where they are, especially in digital spaces where trends are born.
This ReGen Recap was written by Anthony Corsaro with the help of ChatGPT
You can check out the full episode with Isabel Washington @ Laurel's Coffee HERE
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