The Startup CPG Podcast

#91 Becoming the Willy Wonkas of Marshmallows with Funky Mello’s Delisa Harper

May 16, 2023

50:22

Are you ready to hear from the world’s first and tastiest refrigerated, plant-based marshmallow creme? I have been full stop obsessed with Funky Mello since discovering them through the Shelfie Awards last year after they won and we did a short minisode with co-founder Delisa Harper last year (that I also recommend listening to) where I loved hearing more about their story. Today I’m so excited that we get a full episode with Delisa to dive into the world of Funky Mello. At Expo West, Delisa and Zach shared Funky Mello as a Backpack Brand at the Alley Rally event and were in the top crowd favorites (for good reason), so it was amazing to meet in person. They gave me some mini cremes to take home, which were the perfect size for making fluffernutter sandwiches, and now, I can’t stop making them. If you haven’t made a fluffernutter sandwich, it’s peanut butter (or the butter of your choice) plus marshmallow creme, and I also like to add a little tbh hazelnut spread, which is another past podcast guest. I think you’ll notice that my love of marshmallows really comes through in this episode.

Listen in as Delisa shares about:

Founding Funky Mello with her husband Zach six months into dating
Participating in accelerator programs and launching in Whole Foods
Their holiday rollout with Sprouts and what they learned
What it’s like to self-manufacture
How they are exploring the foodservice channel
Behind the scenes of their new Dippsterz product
Their social media and events strategies
What it’s like to work with your spouse
And more!

Episode Links:

Funky Mello website, IG @funky_mello, and TikTok @funkymello
Delisa’s LinkedIn
Listen to our minisode with Funky Mello in episode #73 In-Store Demos 101: Building a Successful Demo Program (+ Funky Mello) at 56:12
Brands mentioned: tbh, Shameless Pets
Food Entrepreneur article where Delisa and Zach mention being the “Willy Wonkas of marshmallows”
Brands mentioned: tbh, SKU, Naturally Austin, Shameless Pets, FitJoy

Strategy Maven Agency Links:

Strategy Maven website
Book your free account audit here

IFT Links:

Social Nature Links:

Social Nature website
Social Nature team email: marketing@socialnature.com
Learn from & get to know the Social Nature team:
- Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica Malach
- Episode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica Malach
- Overview of Digital Sampling with Social Nature founder Annalea Krebs
Episodes that mention Social Nature campaigns:
- Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)
- Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)

Show Links: