Understanding The Product
About Sourmilk:
Sourmilk is an NYC-based organic Greek yogurt designed to heal your gut.
Founded by two best friends, Elan and Kiki, who met at Stanford, Sourmilk is on a mission to fix America’s gut health through real, whole foods.
Made from organic, grass-fed milk and cultured with probiotic strains that actually survive, it delivers the benefits of a supplement.
Unlike most yogurts pasteurized after fermentation, Sourmilk keeps the good bacteria alive, so your body can actually use them.
Product Features:
Feature-Benefits-Value Map:
| Feature | Benefit | Value |
|---|---|---|
| Probiotic (Live active gut-beneficial strains) | Restores healthy gut bacteria, improves digestion, and reduces bloating. | Feel lighter, more energized, and mentally clearer. |
| High CFUs (billions of live cultures) | Enough dose of probiotics that can actually shift your microbiome. | A stronger gut means better digestion, improved mood, & regular, effortless mornings. |
| High protein | Keeps you full longer, stabilizes blood sugar, & supports muscle recovery. | Consistent energy and fewer cravings throughout the day. |
| Made with organic, grass-fed milk | Provides cleaner nutrition -free from hormones, pesticides, and antibiotics + higher omega-3s & healthy fats. | You’re nourishing your body and supporting ethical, sustainable farming. |
| Low in lactose | Easier to digest, even for those with mild lactose sensitivity. | Enjoy yogurt again. |
| Greek-style | Thick, creamy texture with a rich mouthfeel. | A satisfying, indulgent experience that still feels clean and wholesome. |
| No added sugar | Naturally low in sugar; won’t spike insulin or cause crashes. | Steady energy and balanced gut health without the guilt. |
Core Value Proposition:
For health-conscious people who are dealing with gut issues like bloating, indigestion, and irregular bowel movements, Sourmilk is a Greek yogurt crafted with microbiome science that heals your gut from within.
What People Are Saying:
Key Question About the Product:
Question 1
What are we really in the business of?
We’re in the business of helping people feel better by healing their gut through real, whole food, not supplements.
Question 2
What problem is our product really solving?
The real problem is a lack of awareness in the yogurt industry. Most people buy “probiotic” yogurts believing they’re doing something good for their gut without really knowing what probiotics are or how they work.
The market is crowded with yogurts that sound healthy and probiotic but deliver little real benefit.
Sourmilk cuts through the noise using live active + gut beneficial probiotics and whole ingredients that genuinely support gut health, while educating people on what that actually means.
Question 3
How is our customer currently solving the problem?
Right now, people are solving it through fermented foods like yogurt, kefir, kimchi, sauerkraut and through food supplements like chia seeds, flaxseeds, fiber powders, and probiotic pills like Seed health, AG1.
Question 4
What are they really trying to achieve with our product?
They choose Sourmilk for relief from gut issues, or confusion about what “probiotics” really means.
For some, it’s a preventive choice, maintaining gut health before issues arise.
And for others, it’s simply a smarter snack.
“Every product in the world, at the end of the day, is simply a reflection of how much the people who created it gave a sh*t about the product.”
– Tobias Lütke