Iconic Protein is one of the first healthy protein drinks available in a ready-to-drink format.

Natural, conventional, and mass market distribution have all been secured for the company.

In the last year or so, Billy has switched to the CVO post and is focusing on further innovation, including the powdered protein industry, which is much more DTC (direct to consumer) friendly.

Billy is on a road trip in his car, but that didn't stop him from joining us on 15 Minutes of Genius for an interview!