Episode 64 | The Real Tea On Building A CPG Brand In 2025 With Nate Rosen

This week on After Hours, I caught up with Nate Rosen—founder of Express Checkout and snack industry insider—to talk about what’s really going on in CPG right now.

We get into what’s changing with funding, why retail isn’t a guaranteed win, and what makes or breaks a brand in today’s market. Nate shares honest takes on hydration hype, TikTok Shop chaos, and the difference between creators who build legit brands vs. those just slapping their name on a label.

Plus, we unpack what makes a good modern retail brand (hint: it’s not just pretty packaging) and why knowing your margins is still the most underrated skill in CPG.

If you’re building a product, running a brand, or trying to stay ahead of the trends in food, wellness, and consumer behavior, this convo is packed with insight you can actually use.

🎧 Listen now for takes on product-market fit, retail strategy, and why not everyone needs to start a brand.

📲 Follow Nate:

Instagram: @nate__rosen

LinkedIn: linkedin.com/in/nathaniel-rosen/

📲 Follow Express Checkout:

Instagram: @expresscheckout

LinkedIn: linkedin.com/company/express-checkout-news/

Website: expresscheckout.substack.com

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