Yanni Hufnagel wants his hydrating lemon water brand Lemon Perfect to become a category leader that will positively impact the health of American consumers. And he believes he can do it with a simple, five-calorie drink that contains only the juice of half a squeezed organic lemon and no sugar or artificial sweeteners.
As a former coach of college basketball players, Hufnagel has a strong understanding of the importance of health and nutrition to athletes. He also believes that Lemon Perfect has a chance to help the American consumer regain control of their diet and health, especially in underserved communities.
The Founder and CEO of Lemon Perfect
During his time coaching college basketball, Yanni Hufnagel became a fan of the ketogenic diet, which is a high-fat, low-carb, moderate-protein diet that emphasizes foods that are rich in fat. When he started his company, he wanted to create a low-calorie beverage that would appeal to consumers who were looking for a healthier way to drink.
In the end, he created Lemon Perfect, which is a 5-calorie, zero-sugar flavored lemon water that is loaded with electrolytes and vitamins C and E. Its patented recipe utilizes only the pure juice of half a squeezed organic lemon, plus stevia and organic plant-based sweeteners.
After creating Lemon Perfect, Hufnagel quickly began scaling the business by working with retailers nationwide. He sold the cold-pressed juice-style product to Whole Foods, a national retailer, as well as many local grocery stores. He hoped the refrigerated packaging would give his product an advantage when it came to distribution.
He soon realized that he could scale the business further by reformulating the cold-pressed formula to a shelf-stable beverage that was easily transportable and displayed at retail. The move helped him get into more upscale locations and boost his revenue.
At the same time, it helped him to reduce unit economics by keeping his price point low – a $1.99 per 12-oz bottle – so it was accessible to all. As a result, Lemon Perfect is the fastest-growing brand in the multibillion-dollar enhanced water category by market share, according to data from IRI.
The Founder and CEO of The Lemon Perfect Company
Yanni Hufnagel has never been afraid to make tough decisions. He has learned to follow his instincts and to trust in the innate wisdom of the world around him.
While he did not know it at the time, his decision to launch Lemon Perfect was a wise one. A buyer at Whole Foods fell for the enhanced lemon water he saw at a trade show and asked him about it.
After a year of field sales, Lemon Perfect landed on the shelves of the major supermarket chains, including Whole Foods and Kroger. Its low price and shelf-stable packaging made it a hit with consumers, who were impressed with its taste and health benefits.
Now, Hufnagel is bringing in former Coca-Cola executive Jim Brennan to lead the company and accelerate its growth. Having led national retail sales for Coke for 32 years, Brennan brings a wealth of experience to Lemon Perfect as it continues its mission to disrupt the traditional beverage industry and create a product that is accessible to all.