Why Taste Matters More Than Ingredients? #mattkelly #founder

14 Jan 2026 · 0 min

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Matthew Kelly argues that taste matters more than fancy or clinical-sounding ingredients when launching consumer products. He says many brands alienate customers with medical-sounding formulations, so he designed Rainbow Dust to taste pleasant and positioned it simply as a 'flowstate blend' for focus, energy, and calm.

They didn't taste nice or they're a very medical inexperience, I. E. Capsule or something that you want to shot down and not taste. And that's why I made, you know, Rainbow Dust taste nice originally as well. And I think too many brands alienate customers with fancy ingredients and science they might be interested in, but they don't view as the initial purpose. So when I launched Rainbow Dust, I just said it was the flowstate blend, Focus, energy, calm. Because to me, that made sense.