Founder Friday with Karen Danudjaja of Blume
Having experienced digestion, sleep, and hormone imbalances from espresso and syrup-based drinks, Karen Danudjaja co-founded Blume to change the face of coffee time across North America. Vancouver-based Blume is a flavour-first functional beverage brand that bridges the gap between the wellness aisle and cafés, recreating your favourite lattes with the magic of superfoods.
We caught up with Karen to hear what’s new for Blume, what’s coming up next, insights into what’s happening in the industry, and advice she would give to her past self and up-and-coming women founders.
What’s New
Convenience, anyone? Blume has gotten much easier to bring with you wherever you go! They have launched their single-serve superfood lattes in retail at Loblaws, Real Canadian Superstore, and London Drugs.
We’ve been cheering on Blume’s incredible growth, and the applause has gotten louder this year as they have crossed the border and launched in the U.S. in spots like Erewhon, Lazy Acres, and Nuleaf.
What’s Next
Karen and the Blume team are mixing up something special; keep your eyes peeled for a new secret product line in the works… 👀
This fall, you’ll find Blume in one of America’s favourite places to shop: Target! They are launching and hit shelves mid-October, so if you're down in the U.S. during latte season (hello, PSLs—AKA pumpkin spice lattes! 😉), stop by and scoop up a bag or two.
What Karen Is Excited About Right Now
The retail experience has undoubtedly changed: customers are all about convenience, and what they want should only be a few clicks away. Businesses are going omnichannel to meet consumers where they’re shopping, and Blume has been and continues to stay on top of this trend.
There’s also cost consciousness in the new macro environment to celebrate. For entrepreneurs like Karen, this trend instills more resilience and adaptability in the face of economic uncertainty. It encourages a mindset of resourcefulness and opens up opportunities for innovation.
Karen’s loving that retailers are building sets to attract new consumer groups, such as coffee alternatives. Today’s buyers have the luxury of choice and shopping with their preferences in mind—the accessibility of unique offerings is wonderful! It’s a big plus seeing businesses curating and offering collections specifically designed to spotlight newer alternatives (see: Blume’s full shelf and display at Whole Foods!).
Advice to Your Past Self & Other Women Founders
“People are good, and they want to see you win,” Karen says. “You are the only person in your way.”
Blume was born off the side of Karen’s desk after feeling disconnected from her community, her health, and, ultimately, her purpose. She’s tried new things, made mistakes, learned from feedback, and picked herself up again time after time. And to that end, Karen advises that the first step is always the hardest; started is better than perfect.
Business is an ongoing experiment. It’s going to take some setbacks, learning, and hard work (and some long nights) to get closer to the vision and achieving the mission. There will be no’s and moments of doubt along the way—shake it off and keep going.