Niche To National. The Brands Finding A Better Way To Scale.

From college campuses to cannabis aisles, this episode explores how emerging CPG brands are carving out space in crowded categories. The hosts unpack Better Sour's rapid retail expansion – including an exclusive Sprouts flavor and placement on United Airlines – while also spotlighting Toom's strategic refresh that helped turn a niche garlic dip into a national brand. Plus, the challenges of adaptogen overload, and how design influences consumer trust.

Show notes:

0:15: Joe Who? Better Breakfast. Too(m) Good. Old Gold? Stock & Shot. Review & Win. – Jacqui's unfamiliarity with football legend Joe Montana sparks lighthearted banter about generational divides and the pitfalls of marketing to "old men." While Mike is understandably deflated by the moment, he and Ray quickly pivot to recap a recent breakfast with the co-founders of Better Sour, a better-for-you gummy brand. The brand has secured new retail placements at Boston University, Total Wine, United Airlines, and is gearing up to launch an exclusive tart cherry flavor at Sprouts. The hosts also shine a spotlight on Toom, a garlic dip brand led by founder Matt Joyce, and commend his deliberate, slow-growth strategy. Later in the episode, the conversation turns to the relevance of endorsements from athletes of past eras and whether they still hold sway with today's consumers. The hosts also sample a range of new THC and functional beverages from brands including Woodstock, Tonik, and Golden Root. Ray gives a special shoutout to Elephant Green Chili Chutney, a zesty new condiment featured on Taste Radio's Elevator Talk series. The episode wraps with a call for listeners to review the podcast, sweetened with the promise of free T-shirts in return.

Brands in this episode: Better Sour, Poppi, Toom, Yaza, Gold Bar Distillery, Spindrift, Woodstock, Golden Root, Tonik, Elephant Green Chutney