When looked up in the dictionary, the definition of “flexibility” should appear with a picture of Yanni Hufnagel, an entrepreneur. The CEO and Founder of The Lemon Perfect allow alterations when essential – even if it’s hard for them to adjust. In 2017, the idea to compose flavored lemon water that would revolutionize the beverage industry, which is usually overcrowded by sugary and calorie-rich beverages, was thought up by Hufnagel. The name “Lemon Perfect” caught his attention while he was standing on a swarming street corner in Paris on a family excursion. He instantly registered the web domain at that point.

When formulating Lemon Perfect with a California drink manufacturer, Yanni Hufnagel put preference first. The drink needed to be sugar-free and low-calorie – his nonnegotiable stipulations. During his decade as a college basketball coach, Hufnagel noticed basketball players drinking the enhanced water Bai in the locker room. Although Hufnagel’s go-to morning health beverage was clear water blended with half of a freshly squeezed lemon, he knew that more natural flavors and plant-based sweeteners were required to produce an attractive health drink. In the beginning, Hufnagel executed two substantial choices – scrapping the original bottles after their manufacture (more on later) and transforming Lemon Perfect’s initial formulation from refrigerated to shelf-stable. Knowing the ultra-competitive advanced water arena, he knew he couldn’t afford errors that might endanger the brand’s potential success.

It is not usual for a drink brand, especially an entrepreneurial one such as Lemon Perfect, to gain a billion dollars in yearly earnings; however, Yanni Hufnagel foresees that the company will eventually reach it. He set up The Lemon Perfect Company in Atlanta before launching the product and was able to raise more than one million dollars.

Hufnagel is optimistic regarding the booming uplifting water industry, as consumers are slowly replacing their regular carbonated drinks loaded with additives and sugars with flavored beverages. Lemon Perfect is accredited organic by the US Department of Agriculture and free from any sugar, artificial flavors, and sweeteners, yet contains electrolytes, vitamin C and a low content of 5 calories per 12-ounce bottle. With vibrant bottles and contemporary fonts, the first design did not quite live up to Hufnagel’s expectations once he held it since it appeared different in physical form compared to its tangible counterpart on paper.

Hufnagel’s second large decision was to change the drink from being refrigerated to one that could be shelf-stable. Initially, Lemon Perfect had been designed as a “keep refrigerated” product for the launch. Yet, Hufnagel swiftly grew aware of the obstacles in achieving completion for a business seeking to expand if their goods were kept in cold storage.