The Startup CPG Podcast

Эпизоды

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  Founder Fundraising Journey: Frozen One, Alan Chen & Conner Mennig 25.07.2026 39мин

  In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Alan Chen and Conner Mennig, co-founders of Frozen One - a protein ice cream brand built to prove that "better for you" doesn't have to mean sacrificing taste. Frozen One delivers 40 grams of protein and under 400 calories per pint, a fraction of what a traditional pint of ice cream contains, and has grown into one of the fastest-rising frozen brands in the country.Alan and Conner met at UW Madison in 2020 and reconnected in Austin while both stuck in unfulfilling sales jobs. A single gym conversation in January 2025 about the lack of good high-protein options turned into a Ninja Creami machine that same night - and a trademark filed two days later. Together they run a scrappy, relationship-driven operation: Conner focused on operations and finance, Alan on product and marketing, both present at every investor and buyer meeting.Hannah and the co-founders dig into the three fundraising milestones that took Frozen One from a Ninja Creami in an apartment to over 2,300 doors nationwide, including Target, Wegmans, and Central Market.Listen in as they discuss:How a single gym complaint in January 2025 turned into a trademark filing two days laterLanding a $250K first check on a SAFE from a local Austin investor Conner met at a house partyThe scramble to close an oversubscribed $2M round after Target asked for 1,500 doors in three monthsSplitting founder responsibilities: Alan on product and ice cream R&D, Conner on operations and financeLanding Central Market by cold-calling the buyer - and how that velocity data fueled investor conversationsBuilding the team: a creative director roommate, a "head of ice cream," an ad-ops hire, and a new COO from Van LeeuwenWhy the current $5.5M round with Brand Foundry is primarily focused on closing the team and bandwidth gapTurning investor "no's" into direct, honest feedback conversations instead of walking away quietlyWhat surprised them most about CPG: just how genuinely difficult and slow retail execution is, even after landing the dealEpisode Links:Alan Chen – Co-Founder, Frozen One Email: alan@frozen-one.com (domain inferred from Conner's confirmed email - please verify)Conner Mennig – Co-Founder, Frozen One Email: connor@frozen-one.comFrozen One Instagram: @frozenoneproteinWebsite: frozen-one.comDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedInQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics
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  Founder Feature: Bar Bruhis of Boostcous 24.07.2026 29мин

  In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Bar Bruhis, founder of Boostcous - the world's first better-for-you couscous, built to fill a gap in a grocery aisle that hasn't seen a single innovation while pasta brands like Banza and Goodles have completely reinvented their category. Boostcous delivers 18 grams of protein and 11 grams of fiber per serving using just three ingredients - chickpeas, lentils, and peas - with zero fillers or xanthan gum.Bar was born in Israel, grew up eating couscous, and spent two years and over 100 kitchen batches formulating a version that actually tastes good. He comes from a DTC and SaaS background, launching direct-to-consumer first to prove product-market fit before ever approaching a retailer - hitting 10,000 Shopify orders in six months.Caitlin and Bar dig into his immigrant mentality and why he built such a strong network early, the genius post-purchase survey question that got him a call with a Costco buyer, and why he's now in Lieber's Locavore and pitching Whole Foods and Walmart after his first trade show at Summer Fancy Food.Listen in as they discuss:Why the couscous aisle has seen zero innovation while pasta has been completely reinvented by brands like Banza and GoodlesHow a licensing deal with an Italian protein-couscous manufacturer collapsed overnight because of Trump-era tariffsBetting a small, capped amount of personal capital with a U.S. co-man just to test product-market fitHitting 10,000 Shopify orders in six months and why starting DTC-first was non-negotiableBar's immigrant mentality, early mentorship from Noah Kagan, and building an entire events business (D2Ski) just to deepen his CPG networkThe one post-purchase survey question that turned into a Costco buyer call within three daysGoing from zero in-person sampling to landing on shelf at Lieber's Locavore through Startup CPG's Denver grocery runKey lessons from Boostcous's first major trade show at Summer Fancy Food, including new conversations with Whole Foods and WalmartWhy gluten-free shoppers and parents of toddlers have become two of Boostcous's strongest customer demographicsEpisode Links:Bar Bruhis – Founder, Boostcous LinkedIn: https://www.linkedin.com/in/barbruhis/Website: boostcous.comInstagram: instagram.com/boostcousDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedInQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics Head to eatmezcla.com and use code STARTUPCPG for 20% off your first order.Promo code expires on September 30th 2026.
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  #258 - How Dossier Disrupted the Fragrance Industry 21.07.2026 44мин

  In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Sergio Tache, co-founder of Dossier, the fragrance brand that grew from hand-filling bottles in a Brooklyn basement in 2019 to $150 million in sales — including the #1 perfume spot at Walmart and #3 at Target — culminating in a recent successful sale of the business. Though Daniel and Sergio go back to their business school days playing rugby together, this is the first time the full Dossier story gets told in public.Sergio breaks down the "aha moment" that started it all: realizing that a $52 bottle of luxury perfume costs roughly a dollar to produce, and that there was a massive opportunity to deliver the same quality — same French perfumers, same ingredients — at a fraction of the price. From there, Dossier built a DTC engine around fragrance "impressions" (legally distinct from counterfeits), a no-questions-asked return policy, and one of the most disciplined approaches to packaging economics in the category.Daniel and Sergio also get into the brutal realities of scaling into wholesale — the cash flow shock of net-30/60/75 terms, a $33 bank balance four days before payroll, and a packaging redesign that took far longer than anyone expected — plus what's next as Dossier pushes its original fragrance line toward a $60 million goal by 2027.Listen in as they discuss:The math behind Dossier's founding insight: luxury perfume margins and why a $52 bottle can cost about a dollar to makeHow "impressions" work legally — and why Dossier leaned into quality instead of just chasing the lowest priceBuilding trust for fragrance e-commerce with a no-questions-asked return policy that kept returns under 5%Why using one bottle, pump, and cap design across all SKUs helped both branding and unit economicsThe CAC-as-rent mindset and why average order value matters as much as margin in DTCHow an unsolicited email nearly got deleted before it turned into Dossier's Walmart partnershipThe steep learning curve of moving from DTC to wholesale — brokers, 3PL specialization, and demand planningThe packaging crisis: why a "brand box" built for DTC completely failed on retail shelvesSurviving a cash crunch with $33 in the bank four days before payroll — and what separates a good supplier from a great oneWhy fragrance is one of grocery's fastest-growing categories, driven by mass-tier accessibility rather than premiumizationEpisode Links:Sergio Tache – Co-Founder, Dossier: LinkedInDossier Website: dossier.co Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedInQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics
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  Non-GMO, Organic, or Gluten-Free? How to Decide Which Certifications Are Worth It 20.07.2026 28мин

  In this episode of R&D Radio, hosted by food scientist Adam Yee, Adam sits down with Esther Levy, founder of Evolve Food Consultants, to unpack the real decision-making process behind third-party certifications — organic, non-GMO, gluten-free, kosher, and beyond. Esther holds a Bachelor of Science in Human Nutrition and an MBA, brings over 15 years of experience in manufacturing, regulatory compliance, food labeling, and food safety, and spent a decade specializing in organic juice before founding her own consulting firm.Esther and Adam get into why "getting certified organic" sounds simple but rarely is — breaking down the three forces that make or break a certification decision: ingredient supply, cost, and manufacturer availability. From an organic potato chip project that turned out to be nearly impossible to source, to the difference between making a substantiated claim versus paying for the trademarked logo, this episode maps out exactly what founders are getting into before they commit.Listen in as they cover:Why organic is often "doable" in theory but category-dependent in practice — and what determines whether it's a launch-day decision or a year-two goalThe real cost gap between organic and conventional ingredients, from pricing to minimum order quantitiesWhy an "organic potato chip" is one of the hardest products in food to actually source and produceThe difference between making a substantiated claim (like "non-GMO") and paying for a certification logo like the Non-GMO Project butterflyHow Esther uses hard data and real supplier quotes — not theoretical debate — to help founders make fast, informed certification decisionsWhy even simple three-ingredient products are often the most complex to certify and manufacture at scaleThe evolving nature of formulation and branding, and why almost no retail brand launched exactly as it exists todayCurrent food trends Esther is watching: upcycled and novel fibers, prebiotic claim substantiation, and rising demand for ingredient transparencyWhy unsubstantiated claims — even from small brands — can trigger costly legal exposure, using the Poppi prebiotic lawsuit as a cautionary exampleWhy staying organized with documentation isn't just a nice-to-have — it's what protects a brand when a claim gets challengedEpisode Links:Esther Levy – Founder, Evolve Food Consultants: LinkedInWebsite: evolvefoodconsultants.comEmail: esther@evolvefoodconsultants.comDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Adam's LinkedInQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics
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  The Case for Frozen Muffins: How Unrefined Foods Is Bringing Whole Grain Nutrition to the Freezer Aisle 17.07.2026 28мин

  In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Melissa Bermudez, founder of Unrefined Foods — frozen muffins made with 100% stone-milled whole grains and real fruits and vegetables. Melissa's path to founder started far from the kitchen: investment banking at JP Morgan, a hedge fund, business school, and stints at Walden Local Meat and a Big Ag financing firm, before landing at her kitchen counter with three kids under three (including twins) and a KitchenAid full of shredded zucchini.What began as batch-freezing muffins to survive school lunch mornings turned into a mission-driven brand tackling one of the most overlooked corners of the food system: wheat. While gluten-free has dominated the conversation for years, Melissa is betting on fresh-milled, stone-ground wheat — and the direct farmer relationships needed to source organic and regenerative grain in a market where only 2% of U.S. wheat production is certified organic.Caitlin and Melissa dig into why fresh-milled flour tastes nothing like store-bought whole wheat, the operational tradeoffs of a two-day shelf life muffin, why the freezer aisle might be the real frontier for changing how families eat, and the viral added-sugar demo that turned heads (and briefly a customer's stomach).Listen in as they discuss:Why fresh-milled wheat flour is a completely different product from anything on grocery shelves — and the coffee bean analogy that explains whyMelissa's path from Big Ag financing to founder, and what working directly with farmers taught her about the realities of the commodity systemWhy only 2% of U.S. wheat is organic, and how Unrefined Foods is building direct farmer relationships to change thatThe chaotic kitchen-counter origin story: three kids under three, an overflow of neighbor zucchini, and a muffin recipe that became a businessWhy Unrefined Foods chose frozen over fresh — and how a 2-day shelf life shaped the entire product formatThe case for the freezer aisle as an underrated tool for delivering high-quality, less-processed food to time-strapped parentsHow Unrefined Foods is using bakery-adjacent placement (like near pie crusts and waffles) to become a "category expander" in the frozen sectionThe maple syrup demo video that showed shoppers exactly how much added sugar is hiding in a typical bakery muffinWhy Melissa deliberately keeps her muffins less sweet — and lets parents decide whether to doctor them upEpisode Links:Melissa Bermudez – Founder, Unrefined Foods: LinkedInWebsite: unrefinedfoods.comInstagram: instagram.com/unrefinedfoodscoDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedInQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics
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  #257 Co-Man Due Diligence 101 with Riot Energy and Kelley Drye & Warren LLP 14.07.2026 50мин

  In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Laura Jakobsen, founder of Riot Energy, and Daniella Carelli, Special Counsel at Kelley Drye & Warren LLP, for a deep dive into co-manufacturer due diligence — finding the right partner, evaluating them properly, and getting a solid contract in place before things go wrong.Riot Energy has scaled from an early-stage beverage brand into nationwide distribution across Whole Foods, Costco, and convenience, all while pushing co-packers to produce a next-gen energy drink with no artificial sweeteners, no added sugar, and real ingredients. Laura brings the brand-side battle scars; Daniella brings nearly a decade of legal experience representing both brands and co-manufacturers, giving the conversation a rare view from both sides of the negotiating table.Together they unpack what actually separates a good co-man relationship from a costly one — not just price per unit, but reporting transparency, yield loss tracking, IP protection, and the kind of contract flexibility that only shows up when you ask the right questions upfront.Listen in as they discuss:Why the "partnership approach" matters more than price when evaluating a co-manufacturerThe three reporting buckets every brand needs from day one: attainment, inventory, and shipping/receivingA real contract clause example — flavor-swap flexibility when ingredients don't show up on timeHow to protect trade secrets when a co-packer has full visibility into your recipe, including working with flavor houses to fragment the formulaWhat to actually look for during a facility walkthrough, from hairnets to batch cards to QA cultureWhy founders should build their own baseline co-man agreement instead of just redlining the co-packer's templateThe case for flexible payment terms over the lowest per-unit price — and how that impacts cash flowWhy yield loss tracking is one of the most overlooked (and costly) blind spots for early-stage brandsWhen a PO-to-PO relationship is fine — and when it's time to invest in a formal long-form contractHow to test whether a potential co-man will actually be a partner, not just a vendor, before you sign anythingEpisode Links:Laura Jakobsen – Founder, Riot Energy: LinkedInRiot Energy Website: https://riot.energy/ Daniella Carelli – Special Counsel, Kelley Drye & Warren LLP: LinkedInKelley Drye & Warren LLP – Consumer Packaged Goods Practice: https://www.kelleydrye.com/industries/consumer-packaged-goodsDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedInQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics
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  Oddball's Path From Idea to Funding a Nationwide Target Launch 11.07.2026 32мин

  In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Sophia Cheng, Founder and CEO of Oddball, for a Founder Fundraising Journey conversation. Oddball is reimagining snacking for a new generation with jiggly, nostalgic fruit cups made from real fruit juices and purees — no artificial flavors or colors — inspired by the fruit-based snacks Sophia grew up with in Singapore. The brand is currently sold exclusively at Target and Target.com, with a nationwide expansion and new SKU launching just four months after its initial rollout.Sophia's path to founder was anything but conventional: from management consulting to Bridgewater Associates under Ray Dalio, to a strategy director role at Estée Lauder, where she watched indie beauty brands reshape an entire industry before eventually building Oddball on the side — testing benchtop formulations at farmers markets and pitch competitions before ever raising a dollar.Hannah and Sophia get candid about what it actually takes to fundraise as a first-time, minority woman founder in CPG: the mental shift from "convincing" to "aligning," why the hardest round is always the first, and how to build investor relationships that function more like real friendships than transactions.Listen in as they discuss:How a corporate career at Bridgewater and Estée Lauder shaped Sophia's point of view on brand-building and category trendsThe origin of Oddball: catching up to her own junk-food habits and reimagining a nostalgic fruit snack without artificial ingredientsValidating the idea before raising a dollar — bringing a benchtop product to Sprouts and pitch competitions firstWhy CPG fundraising is fundamentally different from tech, and why 2023's shifting investor landscape made a first raise even harderThe mindset shift from "convincing people to believe in you" to "finding the people who already do"Understanding investor incentives as a structured game — and why cap table strategy depends on your own founder styleHow many investors typically participate in a raise (a direct answer to a Startup CPG Slack community question)Building investor relationships rooted in transparency and respect, including Sophia's rapport with lead VC Springdale VenturesEmbracing fear as a compass — and treating fundraising rejection as fuel rather than a source of bitternessWhat's next for Oddball: nationwide Target expansion, a new flavor launch, and the goal of becoming "the Willy Wonka of fruit"Episode Links:Sophia Cheng – Founder & CEO, Oddball: LinkedInOddball: Available at Target and Target.comContact: Sophia@oddballworldDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedInQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics
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  Building a Clean-Label Tart Cherry Beverage with No Natural Flavors and No Added Sugar in the Midst of a Booming Ingredient Trend 10.07.2026 27мин

  In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Lindsey Fredrick, founder of Tart, a healthy lifestyle beverage built around tart cherry and house-made mineral water — just five organic ingredients, with zero natural flavors and no added sugar. Lindsey's path into CPG started in her college kitchen, where she was managing 35 different food allergies and searching for nutrient-dense foods she could actually eat and enjoy.What began as a personal recipe (and a popular hangover cure among her college friends) turned into a canned RTD launched on January 1st of this year — and within two weeks, Tart had a booth in the Startup CPG section at Winter Fancy Food Show. Lindsey walked in with zero expectations and no formal CPG background, and walked out having handed out a thousand samples and met buyers across the board.Caitlin and Lindsey dig into the packaging pivot that led to Tart's now-iconic red can, why organic certification became an unexpected retail differentiator, and Lindsey's refreshingly minimal approach to trade show booths and retail activations — proof that when the product is strong, it doesn't need much dressing up.Listen in as they discuss:Why Lindsey makes her own mineral water in-house instead of shipping it in — and what actually goes into itHow a lifelong list of 35 food allergies led her to formulate Tart in her college kitchenThe packaging near-miss: how Lindsey almost passed on the design that became her standout red canGoing from a January 1st launch to a booth at Winter Fancy Food Show two weeks later, with zero expectationsWhy organic certification — despite months of delays — became one of Tart's biggest competitive advantages in retailThe "no natural flavors, no added sugar" formulation philosophy and why it's resonating with today's de-influenced consumerLindsey's low-budget, high-impact trade show booth strategy: letting the product speak for itselfRunning retail activations solo — from fitness studios to beaches — while prepping simultaneous launches in California and TexasWhy tart cherry became the "trending flavor of 2026" the same month Tart hit the marketEpisode Links:Lindsey Fredrick – Founder, Tart: LinkedInWebsite: drinktart.comInstagram/Social: instagram.com/drinktart; tiktok.com/@drinktartDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedInQuestions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics
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  #256 - What Is Grocery Run? with Dan Choi (NA Beverage Co) and Stephanie McGregor (Ringa) 07.07.2026 39мин

  In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with two founders who have attended and sampled at some of the most Startup CPG Grocery Run events: Dan Choi, founder of NA Beverage Company, and Stephanie McGregor, founder of Ringa. Together, they share what Grocery Runs are actually like from a brand perspective, how they decide which ones to attend, and what founders should do before, during, and after the event to make the most of the opportunity.Dan’s brand, NA Beverage Company, is on a mission to redefine the way people drink, connect, and celebrate through functional sparkling teas for social moments. Stephanie’s brand, Ringa, creates consciously crafted, functional, plant-powered products inspired by moringa, one of the most nutrient-dense plants in the world. Both founders have used Grocery Runs as a way to meet buyers, build relationships, learn regional markets, strengthen distributor conversations, and create real momentum for their brands.Daniel, Dan, and Stephanie get into all of it — what a Grocery Run is, how the format works, why showing up matters even if you are not selected to sample, and how these events can help founders build relationships with retailers, distributors, fellow entrepreneurs, and regional partners. They also discuss how to think strategically about which events to attend, how to prepare your samples and sales materials, and why Grocery Runs are not just about immediate authorizations but about playing the long game in a relationship-driven industry.Listen in as they cover:● What a Startup CPG Grocery Run is and how the event format works● The difference between retailer-specific, regional, and distributor-focused Grocery Runs● Why Grocery Runs can feel like mini trade shows with a lower barrier to entry● How brands can use Grocery Runs to meet buyers, distributors, category managers, and regional partners● Why showing up in person can create opportunities that cold emails and LinkedIn messages cannot● How Dan used Grocery Runs to build momentum with Fresh Thyme, Hawaii retailers, NorCal accounts, and UNFI● How Stephanie thinks about Grocery Runs as a self-funded founder with limited resources● Why founders should match each Grocery Run to their regional, distribution, and retail strategy● How to make the most of a trip by visiting stores, doing demos, dropping samples, and learning the local market● Why getting selected to sample is valuable — but attending with samples can still create opportunity● What founders should bring to a Grocery Run, including samples, sell sheets, brand swag, and clear pricing● Why this industry is driven by relationships with retailers, distributors, accounts, and fellow founders● Why a “yes” from a buyer is only valuable if you are ready for the next step● How Startup CPG designs Grocery Runs to help brands get time with relevant buyers in the most accessible way possibleWhether you are planning to apply to sample at your first Grocery Run, thinking about attending as a general admission brand, or trying to understand how in-person events can fit into your retail strategy, this episode is a practical guide to showing up prepared, building relationships, and making every buyer interaction count.Episode Links:NA Beverage Company: www.thenabeveragecompany.com Dan Choi on LinkedIn: https://www.linkedin.com/in/danychoi Ringa: www.drinkringa.com   Stephanie McGregor on LinkedIn: https://www.linkedin.com/in/stephanieleemcgregor/ Don’t forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics 
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  R&D Radio: Consumer Research, Product Platforms, and How to Scale Food Products the Right Way with Guru Hari of Guru Food Design 06.07.2026 25мин

  In this episode of R&D Radio, hosted by food scientist Adam Yee, Adam sits down with Guru Hari Khalsa, founder of Guru Food Design — a product development and innovation consultancy helping CPG brands move from creative product vision to commercially scalable food and beverage products. Guru has over 40 years of experience in food and beverage product development, food science, manufacturing scale-up, and innovation, with experience across brands like Yogi Tea, Trader Joe’s, Kraft, IQBAR, and more.Guru’s path started with a love of cooking, biology, and curiosity about how things are made. After beginning on the culinary side of food, he moved into production, food science, stability, packaging, and large-scale manufacturing — building a career around the challenge of taking something that tastes great in a kitchen and making it work at commercial scale.Adam and Guru get into all of it — why consumer research matters more than founder passion alone, how to think about cost of goods from the very beginning, why building a product platform is more powerful than building one product, and how founders can follow science to spot future trends before they become mainstream. Guru also shares examples from Yogi Tea, Trader Joe’s, plant-based mousse, and the microbiome space to explain what great product development looks like in practice.Listen in as they cover:● Guru’s path from biology and cooking to food production, food science, and product development● The difference between making food in a kitchen, a restaurant, and a packaged product that needs shelf life● Why most early food founders underestimate marketing, sales, and consumer validation● Why friends and family feedback can be dangerous if it is the only research you rely on● How founders can run scrappy consumer testing without spending hundreds of thousands of dollars● Why you should formulate with your cost of goods target from the very beginning● How to balance formula, nutrition, packaging, manufacturing, and price point at the same time● Why successful CPG brands should think in terms of product platforms, not just individual products● How Guru helped create Yogi Tea’s Perfect Energy platform with caffeine, herbs, and L-theanine● How Trader Joe’s cereal platforms became long-lasting store staples● Why innovation should come from the platform, not just the flavor● Why Guru is excited about microbiome-focused food platforms and where the science is heading● Why founders should follow the science before consumer trends become obvious● Why educating consumers is expensive — and why the market has to be ready for your ideaWhether you are a founder trying to scale your first food product, a CPG operator thinking through formulation and manufacturing, or someone trying to understand how great product development actually works, this episode is packed with practical advice from someone who has spent decades helping brands turn ideas into commercially viable products.Episode Links:Guru Food Design Website: https://www.gurufooddesign.comGuru Hari on LinkedIn: https://www.linkedin.com/in/guru-hari-khalsa-52658a28/ Don’t forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Adam's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics Ready for honest product feedback? Join Startup CPG's Founders & Formulators event on July 12 and connect directly with leading food scientists and product developers. Register here: https://www.eventbrite.com/e/startup-cpg-founders-formulators-july-2026-tickets-1989688128754
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  Latest CPG Deals and Market Insights: Drew Fallon, CEO Iris Finance 04.07.2026 39мин

  In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Drew Fallon, Co-Founder and CEO of Iris Finance, an AI-powered financial planning and forecasting platform helping emerging consumer brands make smarter financial decisions, improve profitability, and prepare for long-term growth.Before launching Iris Finance, Drew spent nearly a decade building and scaling consumer brands, including serving as CFO of Mad Rabbit during its rapid growth. Today, through Iris, he works alongside hundreds of CPG founders, giving him a unique perspective on fundraising, acquisitions, financial planning, profitability, and the market forces shaping the next generation of consumer brands.Hannah and Drew take a step back to examine the broader CPG landscape, discussing the current acquisition environment, why headline acquisitions don't always reflect the overall health of the market, and how founders should think about building businesses that remain valuable regardless of shifting investment cycles. They also explore where strategic buyers are placing bets, how changing consumer behavior is reshaping billion-dollar portfolios, and why the strongest brands continue to focus on financial fundamentals instead of chasing short-term trends.Listen in as they cover:Why today's acquisition headlines don't tell the full story of the CPG marketThe difference between mature categories and emerging white-space opportunitiesWhy strategic buyers are restructuring portfolios and actively searching for new growthHow founders can build companies with real exit potentialThe categories attracting the most acquisition and investment activityWhy valuation multiples have changed over the past several yearsHow profitability and contribution margins have become increasingly importantWhy scaling revenue without healthy fundamentals can actually reduce enterprise valueHow GLP-1 medications and changing consumer behavior are creating entirely new marketsThe biggest similarities among brands that consistently outperform competitorsWhere Drew believes the next wave of acquisitions will come fromPractical advice for founders thinking about fundraising, growth, and long-term value creationWhether you're fundraising, building your first consumer brand, preparing for an eventual exit, or simply trying to better understand where the CPG market is headed, this episode offers thoughtful, practical insights into what investors, operators, and strategic acquirers are looking for in today's environment.Episode LinksDrew Fallon — LinkedInhttps://www.linkedin.com/in/drew-f-74947b117/ Iris Financehttps://www.irisfinance.co/ Iris Finance — LinkedInhttps://www.linkedin.com/company/irisfinancial Show LinksTranscripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics
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  Founder Feature: Reinventing Honey Through Design, Packaging, and Consumer Psychology with Noah Phillips of Honey Department 03.07.2026 27мин

  Honey is one of the world's oldest pantry staples—yet it's also one of the least changed. After years working in branding and design, Noah Phillips couldn't stop wondering why consumers were still buying honey from the same bear-shaped bottle they'd seen for decades. That question became Honey Department, a brand using thoughtful packaging, premium ingredients, and consumer psychology to rethink how people buy, use, and even talk about honey.In this episode of Founder Feature, Startup CPG Managing Editor Caitlin Bricker sits down with Noah Phillips, Founder of Honey Department, to discuss how a simple observation turned into one of the most talked-about emerging food brands of the year.Growing up with a father who kept bees as a hobby, Noah always appreciated great honey. But it wasn't until he was asked to design labels for his dad's honey that he began questioning why the category had barely evolved. While nearly every consumer product has embraced modern branding and better user experiences, honey remained stuck in the same jars and squeeze bears consumers have known for generations.Drawing on his background in advertising, industrial design, and branding, Noah set out to create a product that was just as enjoyable to use as it was to look at. The result was Honey Department: 100% raw thick honey packaged in an aluminum tube that encourages consumers to keep honey on the counter instead of hidden away in the pantry.Noah shares how packaging can fundamentally change consumer behavior, why creamed honey creates a better everyday experience, and the challenges of sourcing authentic raw honey in a market where adulterated products have become increasingly common. He also discusses launching as a self-funded founder, why he intentionally avoided the traditional honey aisle, and how thoughtful design has helped Honey Department stand out in an established category.Listen in as they cover:• How Noah's background in advertising and design inspired Honey Department• Why the honey category has remained largely unchanged for decades• The story behind the aluminum tube and why packaging changes consumer behavior• What creamed honey is and why it's different from traditional liquid honey• How to identify authentic raw honey• The realities of sourcing high-quality honey and manufacturing at scale• Why Honey Department intentionally avoided launching in the traditional honey aisle• Retail strategy, specialty retail, and creating intentional purchasing decisions• Future product launches, collaborations, and gifting opportunities• Lessons learned from building a premium food brand as a solo founderWhether you're thinking about packaging innovation, disrupting an established category, or building a premium CPG brand from the ground up, this episode offers valuable lessons on branding, product positioning, and consumer psychology.Episode LinksHoney Department Website:https://honeydepartment.orgHoney Department Instagram:https://www.instagram.com/thehoneydeptNoah Phillips LinkedIn:http://www.linkedin.com/in/noah-phillips-8630b825 Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics
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  #255 - Mini episode: Non-UPF Verified Update 30.06.2026 12мин

  In this Startup CPG Mini Episode, Daniel Scharff sits down with Hans Eisenbeis, Director of Mission and Messaging at Non-UPF Verified, for an update on one of the fastest-growing conversations in food and beverage: ultra-processed foods.Since launching its certification program, Non-UPF Verified has seen growing interest from brands, retailers, and consumers looking for greater transparency around food processing. Following a major presence at Expo West, the organization continues to work with brands across the industry to evaluate ingredients, manufacturing methods, and processing techniques that contribute to ultra-processed foods.Hans shares what has changed over the past year, why consumer awareness around UPFs continues to accelerate, and how brands are responding to increased scrutiny around ingredients and manufacturing practices.The conversation also explores how Non-UPF Verified differs from other certification programs, why ingredient labels alone don't always tell the full story, and which product categories are experiencing the most pressure from consumers seeking simpler, less processed foods.Listen in as they cover:· The growth of the ultra-processed food conversation over the past year· What brands and retailers are asking about UPFs· Key takeaways from Expo West· Why ingredient lists don't always tell the full processing story· How Non-UPF Verified evaluates manufacturing methods· The role of added sugar standards within certification· Categories facing the most scrutiny from consumers· The challenges facing plant-based and alternative protein products· Why beverages and frozen foods are emerging focus areas· How brands can prepare for increased consumer demand for transparency· The future of Non-UPF certification and industry collaborationAs consumer awareness continues to grow, understanding processing levels and ingredient transparency is becoming increasingly important for brands across the food and beverage industry.Episode Links:Non-UPF Verified Website:https://www.nonupfverified.orgNon-GMO Project:https://www.nongmoproject.orgHans Eisenbeis on LinkedIn:https://www.linkedin.com/in/hanseisenbeis/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics
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  Founder + Funder: Fundraising, Retail Growth, and Building a Modern Hydration Brand with Alex Michaelsen of Leisure Hydration and Ryan Springer of Midnight 27.06.2026 51мин

  In this episode of Founder + Funder, Hannah Dittman sits down with Alex Michaelsen, Co-Founder and CEO of Leisure Hydration, and Ryan Springer, Co-Founder and Managing Partner at Midnight, for a conversation about fundraising, founder-investor relationships, retail expansion, and what it takes to build a next-generation beverage brand.Leisure Hydration was founded by brothers Alex and Steve Michaelsen after recognizing that hydration products had remained largely focused on athletic performance while millions of consumers were struggling with everyday hydration challenges that impacted focus, stress, energy, and overall wellbeing. Their vision was to create a hydration brand built for modern lifestyles rather than sports performance, pairing healthy ingredients with a brand experience that felt approachable, creative, and enjoyable.Since launching, Leisure has grown into one of the fastest-rising hydration brands in the country, securing placement in major retailers including Whole Foods Market, Target, and H-E-B while expanding into thousands of retail locations nationwide.Joining Alex is Ryan Springer, Co-Founder and Managing Partner at Midnight, a consumer-focused venture capital firm investing in the next generation of wellness and consumer brands. Ryan and the Midnight team first met the Leisure founders years before investing, providing a unique perspective on how founder-investor relationships develop over time and what ultimately drives conviction from an investment standpoint.Together, Alex and Ryan share the story behind Leisure's fundraising journey, why relationship-building matters more than most founders realize, and what both founders and investors should be looking for when evaluating long-term partnerships.Listen in as they cover:· The founding story behind Leisure Hydration· Why modern hydration needed a new approach· How Leisure built traction before major retail expansion· The unconventional strategies that helped the brand grow· Building relationships with investors years before fundraising· What Midnight saw in Leisure early on· The role of trust and consistency in fundraising· Lessons learned navigating multiple fundraising rounds· Why founders need curiosity and a willingness to learn· What investors really look for when evaluating emerging brands· How Leisure secured national distribution at Whole Foods· The importance of creating a differentiated brand in a crowded category· Advice for founders raising capital in today's market· Why investor-founder alignment matters after the deal closes· The future vision for Leisure HydrationWhether you're preparing for your first raise, navigating retail growth, or trying to understand how investors think about emerging brands, this episode offers valuable insights from both sides of the table.Episode Links:Leisure Hydration Website:https://www.drinkleisure.comLeisure Hydration Instagram:https://www.instagram.com/drinkleisureAlex Michaelsen on LinkedIn:https://www.linkedin.com/in/alex-michaelsen-35b395162/ Midnight Website:https://www.midnight.vcRyan Springer on LinkedIn:https://www.linkedin.com/in/ryan-springer-466a02aa/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email podcast@startupcpg.comEpisode music by Super Fantastics 
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  Founder Feature: Building a Women's Health Beverage Brand and Landing Nationwide Sprouts Distribution in Months with Anastasia Sartan of The Cycle 26.06.2026 32мин

  In this Founder Feature episode, Startup CPG Managing Editor Caitlin Bricker sits down with Anastasia Sartan, Founder and CEO of The Cycle, a functional beverage brand supporting women through their pre-period, period, perimenopause, and menopause stages.Before launching The Cycle, Anastasia spent nearly two decades building products in the tech industry, including leadership roles at Snapchat and other fast-growing technology companies. During one of the most stressful periods of her career, she began experiencing severe PMS and PMDD symptoms that affected every aspect of her life. Frustrated by the lack of effective solutions available to women, she turned to scientific research to better understand what was happening in her body and what ingredients could actually help.Her research led her to sea buckthorn, a berry rich in omega-7 and known for its anti-inflammatory properties. After experiencing positive results herself, Anastasia began developing beverages in her own kitchen, combining sea buckthorn with functional herbal extracts designed to support women through different stages of their hormonal cycles.What began as a side project quickly evolved into a mission-driven business. Within months of launch, The Cycle secured nationwide distribution at Sprouts, one of the most sought-after natural retailers in the country. Since hitting shelves, the brand has generated significant organic demand from women who feel seen, understood, and supported by products specifically designed for their hormonal health needs.Anastasia and Caitlin discuss the journey from tech executive to beverage founder, the science behind The Cycle's formulations, building a brand around an underserved consumer need, and what it takes to prepare for a nationwide retail launch as an emerging company.Listen in as they cover:· How Anastasia's experience with PMDD inspired The Cycle· Why sea buckthorn became the hero ingredient behind the brand· The formulation strategy for pre-period, period, and menopause support· Building a mission-driven brand in women's health· The lack of functional beverages designed specifically for women's hormonal cycles· How The Cycle secured nationwide distribution at Sprouts within months of launch· Lessons learned preparing for a national retail rollout· Why organic consumer demand is fueling the brand's growth· The role Startup CPG played in helping connect the brand with retail buyers· The future of women's health innovation in food and beverageWhether you're building a mission-driven brand, navigating retail expansion, or looking for inspiration from a founder tackling a deeply personal problem, this episode offers valuable lessons in product development, storytelling, and execution.Episode Links:The Cycle Website:https://onthecycle.comThe Cycle Instagram:http://instagram.com/drinkthecycleAnastasia Sartan on LinkedIn:http://linkedin.com/in/anastasia-sartanDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgQuestions or comments about the episode? Email podcast@startupcpg.comConnect with host Caitlin Bricker on LinkedIn https://www.linkedin.com/in/caitlinbricker/ Episode music by Super Fantastics
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  #254 - Buyer Spotlight: Hannah Koch, Supplements Buyer, Kimberton Whole Foods 23.06.2026 36мин

  Startup CPG's Daniel Scharff sits down with Hannah Koch, Category Manager for Supplements at Kimberton Whole Foods, one of the most beloved independent natural retailers in the country. Based in Pennsylvania, Kimberton Whole Foods has built a reputation for thoughtful merchandising, strong community relationships, and a deeply mission-driven approach to retail.Hannah's path to retail is anything but traditional. After starting as an art teacher, she joined Kimberton Whole Foods in 2008 and worked her way through multiple roles before finding her passion in purchasing. With a background in herbalism and a deep love for natural products, she now oversees the supplement category, helping shape the assortment for eight stores across southeastern Pennsylvania.Daniel and Hannah dive into how Kimberton approaches product selection, what makes emerging brands stand out, and why customer behavior is changing faster than ever. They discuss how social media is influencing supplement trends, why packaging matters more than most founders realize, and what retailers are looking for when deciding which products deserve shelf space.Listen in as they cover:· What makes Kimberton Whole Foods different from other retailers· How Hannah evaluates new brands and products· Why packaging is often the first thing that gets a buyer's attention· How customer demand is increasingly driving product innovation· The growing role of Fair and other platforms in product discovery· Why supplement formats are shifting from pills to powders, beverages, and gels· What founders should know before pitching a retailer· How Kimberton supports staff education and customer guidance· Why authenticity and mission matter when building a natural products brand· How Startup CPG founder meetings at Expo West helped uncover promising emerging brandsWhether you're preparing to pitch retailers, launching a supplement brand, or trying to better understand what buyers are looking for, this episode offers valuable insight into one of natural retail's most respected organizations.Episode Links:Kimberton Whole Foods Website: https://www.kimbertonwholefoods.comKimberton Whole Foods Instagram: https://www.instagram.com/kimbertonwholefoodsHannah Koch on LinkedIn: https://www.linkedin.com/in/hannah-koch-4a06047a/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics
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  R&D Radio: Commercialization, Pilot Runs, and Scaling Food Products the Right Way with Jamie Valenti-Jordan 22.06.2026 29мин

  In this episode of R&D Radio, hosted by food scientist Adam Yee, Adam sits down with Jamie Valenti-Jordan, founder of Catapult Commercialization Services, to discuss the realities of commercializing and scaling food products. Jamie has helped more than 400 brands commercialize thousands of products and has become one of the most trusted voices in the Startup CPG community when it comes to manufacturing, scale-up, and operational strategy.Jamie shares the lessons he's learned from years of helping founders navigate the transition from kitchen-scale recipes to commercially viable products. From pilot runs and food safety to ingredient decisions and manufacturing partnerships, he explains why commercialization is rarely a straight line and how founders can avoid some of the most common and costly mistakes.Adam and Jamie also discuss natural flavors, water activity, pH, pilot-scale production, and the importance of understanding the incentives of every stakeholder involved in bringing a product to market. The conversation concludes with a discussion on founder psychology and what separates successful brands from those that struggle to scale. Listen in as they cover: • Why commercialization is an iterative process rather than a linear one • The importance of water activity and pH in food safety • Why founders should not skip pilot-scale production • The risks of jumping directly from bench-top production to a co-manufacturer • How natural flavors fit into modern product development • Understanding stakeholder incentives across the supply chain • Jamie's favorite commercialization hack for running pilot trials • The characteristics shared by the most successful founders • Why consumer feedback matters more than internal opinions • Emerging food industry trends including AI, GLP-1s, and ultra-processed foodsEpisode Links:Catapult Commercialization Services - https://www.linkedin.com/in/fvmh97c/ Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Adam's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super FantasticsDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Ready for honest product feedback? Join Startup CPG's Founders & Formulators event on July 12 and connect directly with leading food scientists and product developers. Register here: https://www.eventbrite.com/e/startup-cpg-founders-formulators-july-2026-tickets-1989688128754
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  Founder + Funder: Fundraising, Founder-Investor Fit, and Building the Next Big Breakfast Brand with Emily Groden of Evergreen and Brian Bernstein of Rich Products Ventures 20.06.2026 48мин

  In this episode of Founder + Funder, hosted by Hannah Dittman, Hannah sits down with Emily Groden, Founder and CEO of Evergreen, and Brian Bernstein, Principal at Rich Products Ventures, for a conversation about fundraising, founder-investor relationships, and what it takes to build an emerging food brand into a category leader.Emily founded Evergreen after struggling to find frozen breakfast products she felt good about feeding her daughter. What started as homemade waffles made in her own kitchen grew into a nationally distributed brand now found on more than 9,000 retail shelves across the country. Along the way, she transitioned from a career in corporate law into entrepreneurship, learning every part of the CPG industry from the ground up.Brian leads investments at Rich Products Ventures, the venture arm of Rich Products, a global food manufacturer and strategic investor focused on supporting the next generation of food and beverage brands. Together, Emily and Brian share both sides of the fundraising table, discussing how their relationship developed, what made Evergreen stand out as an investment opportunity, and how founders should think about choosing the right partners as they grow.The conversation covers everything from product differentiation and retail expansion to fundraising strategy, diligence processes, founder resilience, and the importance of building relationships long before capital is needed.Listen in as they cover:· How Emily built Evergreen from homemade waffles into a brand carried in more than 9,000 stores nationwide· Why founders should start building investor relationships long before they begin fundraising· What Rich Products Ventures looks for when evaluating emerging food brands· The importance of product differentiation and solving a real consumer problem· Why investors often invest in founders as much as they invest in products· How strategic investors can support brands beyond capital· The fundraising process from both the founder and investor perspective· Why founders should not take fundraising rejections personally· How Evergreen is expanding beyond mini waffles into pancakes, protein products, and a larger breakfast platform· What makes a strong founder-investor relationship after the investment closesWhether you're preparing to raise capital, evaluating investors, or building your first consumer brand, this episode offers practical insights from both sides of the table.Episode Links:Evergreen Website: https://eatevergreen.comEmily Groden on LinkedIn: https://www.linkedin.com/in/emily-cole-groden/Rich Products Ventures: https://www.richproductsventures.comBrian Bernstein on LinkedIn: https://www.linkedin.com/in/brian-bernstein/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:· Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to "Transcript" at the top)· Join the Startup CPG Slack community (35K+ members and growing!)· Follow @startupcpg· Questions or comments about the episode? Email podcast@startupcpg.com· Episode music by Super Fantastics
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  Founder Feature: The First Better-For-You Nutrition Company for Older Adults with Jess Haghani of Lucille 19.06.2026 31мин

  In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Jess Haghani, founder of Lucille — the first better-for-you nutrition company specifically designed for older adults, named after her 92-year-old grandmother. Lucille is reimagining what senior nutrition looks like from the ground up: better ingredients, better taste, better packaging, and a brand that finally gives older adults the dignity, care, and innovation they deserve.Jess started her career in senior housing before attending Harvard Business School, where she partnered with nutritionists at the Harvard Chan School of Public Health to completely reformulate nutrition shakes from scratch. The result? A product with zero ingredient overlap with legacy brands — except water and salt — and dramatically better macros, micros, taste, and texture.Together, Caitlin and Jess dig into what it really took to blow up a category that hasn't meaningfully innovated since the 1970s, why taste was always the leading indicator for success, and how Jess centered older adult influencers as the main event rather than the exception. They also get into the realities of launching DTC first, what retail looks like next year, and what it's like raising capital as a newly launched brand with a deeply personal mission.Listen in as they cover:The personal moment that sparked Lucille — and what Jess saw on the hospital shelf that changed everythingWhy the Harvard Chan School nutritionists told her to throw out the legacy products entirely and start from scratchHow Lucille's formula compares: higher protein, higher fiber, higher calories, less sodium, less sugar — and zero shared core ingredients with existing productsWhy taste and texture were always the leading indicators — and how reformulating for better ingredients naturally improved bothThe strategy behind centering older adult influencers as the main event, not the exceptionHow the hero campaign video of grandmother Lucille became something bigger than a brand assetThe Wise Awards series and Lucille's vision for celebrating and preserving the stories of older adultsDTC first: what's working on Amazon and direct-to-consumer ahead of retailThe retail strategy for next year — and why placement next to legacy products creates a powerful consumer choice momentWhat fundraising really looks like as a newly launched brand — and what it took to close their roundEpisode Links: 🌿 Lucille Website: https://lucillehealth.com 📸 Instagram: https://www.instagram.com/lucillehealth 🔗 Jess Haghani on LinkedIn: https://www.linkedin.com/in/jess-haghani-40917bba🔗Lucille on LinkedIn: https://www.linkedin.com/company/lucillehealth/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics
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  We're launching Founders & Formulators - Here's Why 18.06.2026 23мин

  Host Daniel Scharff sits down with R&D Radio host and food scientist Adam Yee for a special mini episode previewing Startup CPG's first-ever Founders & Formulators event—happening July 12th in Chicago at the Palmer House Hilton, the day before the Institute of Food Technologists (IFT) annual convention.With a room full of formulators already heading to Chicago for IFT, Startup CPG is seizing the moment to bring them together with emerging brands for a speed-dating style matchmaking event. Whether you're still developing your product, struggling with a specific quality issue, or just want expert eyes on what you've built—this event is for you.Adam brings his perspective from both sides of the table—as a food scientist, independent formulator, and former brand founder—to break down how to make the most of five minutes with a formulator, what questions to ask, and how to find the right partner before you even walk in the room.Listen in as they discuss:Why Founders & Formulators exists—and why there's nothing else like it in the industryHow formulators think about evaluating a product: vibes, questions, and tastingWhat brands should bring to the event and how to get the most out of every conversationHow to use the Startup CPG Product Developer Directory to research and vet formulators ahead of timeThe difference between hourly vs. project-based engagements—and why deliverables matter more than anythingWhy personality and passion are just as important as technical skill when choosing a formulatorWhat makes a great formulator-founder relationship—and how to avoid the most common pitfallEpisode Links:🎟️ Register for Founders & Formulators (July 12, Chicago): https://bit.ly/4w0A75M🔬 Startup CPG Product Developer Directory: https://startupcpg.com/product-developer-directory⁠Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Visit host Adam's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics