The Startup CPG Podcast

In this episode of the Startup CPG Podcast, Editor Caitlin Bricker sits down with Suzannah Raff, the founder of Cleo+Coco, a clean personal care brand that's thinking about what it means to be truly "natural." Suzannah shares her journey from frustrated deodorant shopper to launching a brand that prioritizes ingredient efficacy, transparency, and eliminating synthetic fragrances—often overlooked but potentially harmful components in personal care products.Suzannah opens up about the early days of building Cleo+Coco, her unique background in business strategy, and how she created a super-effective formula that leverages ingredients like charcoal, magnesium, and pre/probiotics to balance the skin microbiome. She also details how joining the Startup CPG community and showcasing at Expo West helped lead to a major national rollout in Whole Foods Market with nine SKUs.Plus, hear how Cleo+Coco’s innovative magnesium spray is filling a white space in wellness, and why Suzannah believes we're on the cusp of a consumer awakening around synthetic fragrances.Want to learn how to build a purpose-driven CPG brand and land national retail distribution the clean way? Tune in now!Listen in as they share about:Cleo+Coco OverviewBrand Philosophy & VisionProduct Innovation & FormulationRetail & Growth JourneyMarketing & BrandingIndustry ChallengesStartup Lessons & Founder AdviceEpisode Links:Website: https://cleoandcoco.com/ Instagram: @cleoandcoconaturalDon'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 (20K+ 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

In this episode of the Startup CPG Podcast, Daniel Scharff welcomes three distinguished guests shaping the future of cognitive health and wellness: Kelley Bridenbaugh, Marketing Manager at Karma Water; Katie Emerson, MS, RD, CISSN, Senior Manager of Scientific Affairs at Kyowa Hakko USA; and Kaitlyn White, Director of Scientific Affairs at Radicle Science. Together, they explore the rapidly evolving world of brain health and functional nutrition, examining the scientific, clinical, and consumer trends driving growth in this category. Kaitlyn White offers a compelling perspective on how brain health influences nearly every aspect of daily life—from cognition and emotional regulation to sleep, learning, and social connection—while explaining why consumers today are increasingly prioritizing mental wellness across all life stages. Katie Emerson provides an in-depth look at Cognizin® Citicoline, Kyowa Hakko’s clinically validated ingredient that supports neurotransmitter function and cognitive performance, discussing how science-backed innovation builds trust and efficacy in wellness products. Kelley Bridenbaugh highlights how Karma Water leverages research-driven ingredients and transparent marketing to meet consumer demand for products that enhance both physical and mental vitality. The conversation also explores emerging research methods, including Radicle Science’s use of wearables, biomarkers, and customizable clinical protocols, which are redefining how scientific data is used to measure real-world health outcomes. Through a blend of marketing insight, scientific expertise, and clinical innovation, this episode provides a comprehensive look at how collaboration between brands, ingredient developers, and research organizations is driving the next generation of mental performance and wellness solutions.Listen now!Special thanks to Cognizin® by Kyowa Hakko for sponsoring this episode. Visit them here to learn more.Listen in as they share about:The Rising Importance of Brain HealthScience Behind Cognitive IngredientsInnovation in Research and MeasurementBrand Application and Consumer WellnessCollaboration Between Brands and ScienceConsumer Trends and Market ShiftsPractical Takeaways for Brands and ConsumersEpisode Links:Website: https://radiclescience.com/ LinkedIn: https://www.linkedin.com/in/kaitlyn-kp-white/ Website: https://drinkkarma.comLinkedIn: https://www.linkedin.com/in/kelleysullivan1 Website: https://kyowa-usa.com/ingredients/branded-ingredients/cognizin-citicoline LinkedIn: https://www.linkedin.com/in/katie-m-emerson/ 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 (20K+ 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

In this episode of the Startup CPG Podcast, Hannah Dittman sits down with Liz Myslik, Managing Partner at Loft Growth Partners, to dive deep into what it really takes to build, fund, and scale purpose-driven consumer brands. With over 25 years of experience across marketing, manufacturing, operations, and investing, Liz shares her comprehensive perspective on what truly drives sustainable growth in the CPG industry.They explored how founders can identify product–market fit, develop scalable business models, and maintain strong unit economics from the outset. Liz also offers candid insights on navigating investor relationships, understanding fund dynamics, and leveraging angel networks to bridge early-stage funding gaps. Drawing from her extensive operating experience, she highlights the importance of execution, team development, and maintaining focus amid growth opportunities.Whether you are a founder preparing to raise capital or an operator focused on building long-term brand equity, this episode delivers valuable strategies and perspective for entrepreneurs committed to growth with purpose.Listen now to gain practical insights from one of the industry’s most experienced investors and brand builders.Listen in as they share about:Liz Myslik’s Career JourneyLoft Growth Partners OverviewWhat “Ready to Scale” MeansFundraising & Investor RelationsGrowth Strategy & ExecutionBusiness Fundamentals and MetricsLessons Learned from FailureFounder–Investor AlignmentAlternative Funding PathsThe Future of CPG and Investment TrendsEpisode Links:Website:  https://www.loftgrowthpartners.com/ LinkedIn: https://www.linkedin.com/in/lizmyslik/ 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 (20K+ 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

In this episode of the Startup CPG Podcast, Caitlin Bricker is joined by Arif Khan and Sabeen Hasan, co-founders of Chikka Chikka, a modern reinterpretation of  a traditional Indian digestive - made from maple-roasted fennel seeds. Arif and Sabeen discuss how their product blends cultural heritage with local ingredients, their decision to use maple syrup as a natural sweetener, and the role of superfoods such as spirulina and beet powder in enhancing flavor and appeal.The conversation highlights their thoughtful approach to packaging design—drawing inspiration from Indian block prints and Bollywood-era art—as well as their strategy of partnering with independent retailers to educate consumers on both the ritual and health benefits of fennel seeds. They also reflect on their diverse professional backgrounds in architecture, urban planning, and disaster relief, and how these experiences inform their entrepreneurial vision.This episode offers valuable insight into building a consumer brand rooted in tradition, design, and community, while navigating the challenges of the CPG industry.Listen in as they share about:Introduction to Chikka ChikkaIngredients & Product DevelopmentBrand Philosophy & Cultural BlendConsumer Education & Retail StrategyPackaging & DesignChallenges & Industry InsightsPositioning & Market FitCommunity & Brand ValuesEpisode Links:Website: https://chikkachikka.com/ Instagram: https://www.instagram.com/eat_chikka_chikka/ LinkedIn: https://www.linkedin.com/in/arifilahi/ LinkedIn: https://www.linkedin.com/in/sabeenfhasan/ 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 (20K+ 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

In this episode of the Startup CPG Podcast, Daniel Scharff welcomes Seth Goldman, co-founder of JUST Ice Tea, co-founder of Eat the Change, and the visionary entrepreneur behind Honest Tea and PLNT Burger. Seth discusses how the new venture has rapidly become one of the fastest-growing iced tea brands in the United States, powered by a mission-driven approach that balances purpose, sustainability, and growth. Throughout the conversation, Seth reflects on the evolution of his leadership philosophy—emphasizing transparency, empowerment, and accountability—as well as the importance of treating employees as whole people and maintaining authenticity in business. He also offers insights on building efficient teams, setting achievable goals, and scaling responsibly while preserving company culture. This episode provides invaluable lessons for entrepreneurs and leaders striving to create businesses that do good while doing well. Tune in now!Listen in as they share about: Seth’s Entrepreneurial JourneyLaunch and Growth of JUST Ice TeaLeadership Philosophy: “Being Nice and Effective”Setting and Managing OKRs (Objectives & Key Results)Managing Different Work StylesEmbracing the Whole Person at WorkCommunication & StructureBuilding Lean and Sustainable CultureAdvice for Founders & Young ProfessionalsEpisode Links:Website: https://justicetea.com/ LinkedIn: https://www.linkedin.com/in/seth-goldman-234bb7124/ 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 (20K+ 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

In this episode of the Startup CPG Podcast, Hannah Dittman welcomes Ben Zises, Founder and General Partner at SuperAngel.Fund, for a deep dive into his journey from entrepreneur to seasoned early-stage investor. Ben shares the story behind his transition from real estate and prop-tech to leading one of the most dynamic consumer-focused venture funds in the industry.The discussion covers Ben’s unique investment approach — combining the agility of an angel investor with the resources of a venture fund — and how his “help-first” philosophy has shaped his relationships with founders. He offers candid insights on what distinguishes exceptional entrepreneurs, the importance of concise and compelling pitch decks, and the financial discipline required to scale a consumer brand successfully.Ben also explores current market dynamics within the CPG sector, highlighting long-term trends in health, wellness, and supplements. His advice provides valuable perspective for both founders seeking early-stage funding and investors looking to refine their own strategies.Listen now to gain actionable insights on fundraising, founder relations, and building resilient consumer brands.Listen in as they share about:Ben’s Background and Path to InvestingThe Creation of SuperAngel.FundInvestment Strategy & ApproachAdvice for Founders Raising CapitalLessons Learned from Angel InvestingWhat Makes a Strong FounderMarket Insights & TrendsFundraising & Diligence Best PracticesLessons for Institutional InvestorsPitch Deck Best PracticesEpisode Links:Website: https://www.superangel.vc/   LinkedIn: https://www.linkedin.com/in/bzises/ 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 (20K+ 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

Haylee Jordan, co-founder and brand lead of FABRIC, and Tom Eddleston, co-founder and CEO, dive into their journey of creating a purpose-driven, hemp-infused beverage startup. They discuss the meaning behind the name FABRIC and its connection to social impact. The duo highlights their commitment to mental health initiatives and sustainability as a Public Benefit Corporation. They also explore creative branding strategies, the challenges of marketing in the hemp space, and their innovative product development, including low-dose options and functional beverages.

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Daniel Scharff is joined by Austin Gardner-Smith, Co-Founder and CEO of Drivepoint, and David Sooch, Senior Director of Finance at Graza, to unpack the art and science of forecasting for consumer brands.They discuss why forecasting is one of the most critical processes for CPG businesses, how responsibility for it evolves as companies grow, and the risks of getting it wrong—from wasted cash tied up in excess inventory to missed sales and retailer frustration.David shares how Graza approaches forecasting at the SKU, retailer, and distributor level, while Austin explains how tools and processes can streamline complexity and free teams to focus on decision-making rather than data wrangling. The conversation also covers the importance of balancing overstock versus understock, the dynamics between sales, operations, and finance teams, and the differences in forecasting for retail, direct-to-consumer, and marketplace channels.Whether you’re a founder just starting out or a finance leader scaling a fast-growth brand, this episode offers actionable insights and proven strategies to strengthen your forecasting process.Be sure to check out the free forecasting templates: https://www.drivepoint.io/resources/cpg-forecasting-templates-for-successDon’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.comListen in as they share about:The Basics of ForecastingStages of Forecasting by Company SizeTools and TechnologyE-commerce ForecastingRetail Forecasting PracticesForecasting Layers and LevelsTiming and Cash ImplicationsTemplates and Practical HelpEpisode Links:Website: https://www.drivepoint.io/ LinkedIn: https://www.linkedin.com/in/austingardnersmith/ Website: https://www.graza.co/ LinkedIn: https://www.linkedin.com/in/davidsooch/ 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 (20K+ 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

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Hannah Dittman speaks with Laura Romano, Director of Operations at Graza, the olive oil brand redefining a pantry staple. Laura shares her journey from scaling Blue Marble Ice Cream to leading operations at Graza, offering practical lessons on managing growth, strengthening supply chains, and building resilient systems. Together, they discuss the operator’s mindset, balancing founder vision with operational realities, and the importance of forecasting, inventory management, and supplier relationships. Laura also highlights the critical role of packaging, pricing negotiations, and co-manufacturer partnerships, while reflecting on how to navigate the tension between scrappy execution and sustainable infrastructure. Packed with insights from both successes and setbacks, this conversation is essential listening for founders, operators, and anyone passionate about scaling consumer brands effectively. Tune in now to learn actionable strategies for building strong operations and positioning your business for long-term success.Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com Listen in as they share about:Graza Overview & Product DevelopmentOperations in the Early DaysRole of an Ops LeaderScaling & Growth ChallengesKPIs & Inventory ManagementManufacturing & Supplier RelationshipsDTC vs. Retail OperationsPackaging & DistributionAdvice for Founders & OperatorsEpisode Links:Website:  https://www.graza.co/ LinkedIn: https://www.linkedin.com/in/laura-romano-47a9a89b/ 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 (20K+ 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

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Caitlin Bricker interviews Ollie & Sophie Spring, the co-founders of OOSO Sparkling Tea. Born out of their own search for elevated non-alcoholic options, OOSO combines the ritual and complexity of tea with clean ingredients and organic honey—creating a refreshing alternative for today’s sober-curious consumer.Ollie and Sophie share their journey from meeting on Hinge to building an award-winning brand that resonates with Gen Z and millennial audiences. They discuss the challenges of bootstrapping, the importance of intentional branding and design, and how community support has been vital to their growth. They also highlight the evolving cultural shift toward mindful drinking, OOSO’s unique positioning in the NA beverage space, and what’s next for the brand, including new flavors and a soon to be fully caffeine-free lineup.Whether you’re interested in innovative consumer products, the sober-curious movement, or the realities of building a startup with your life partner, this episode offers valuable insights and inspiration.Listen now!Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com Listen in as they share about:Brand Origin & Founders’ StoryMission & Brand ValuesProduct Development & IngredientsSober Curiosity & Consumer TrendsFlavor Profiles & InnovationBranding & DesignCommunity & CompetitionRetail & DistributionEpisode Links:Website: https://drinkooso.com/ Instagram: https://www.instagram.com/drinkooso/ LinkedIn: https://www.linkedin.com/in/oliverhspring/ LinkedIn: https://www.linkedin.com/in/sophiaracciatti/ 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 (20K+ 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