The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Michael Brandt, founder and CEO of Ketone IQ, to explore one of the most ambitious category creation stories in modern CPG. Ketone IQ has raised significant capital, secured military research partnerships with the Department of Defense, landed major retail distribution including Target and Sprouts, and achieved mid-eight figures in revenue with a $110 million valuation—all while educating consumers on an entirely new-to-them ingredient.Michael breaks down what ketones actually are in refreshingly simple terms: a form of energy your body naturally makes that your brain loves to use. When you're fasting, exercising hard, or following a ketogenic diet, your body produces more ketones—and that's when people report feeling sharp, focused, and energized. Ketone IQ bottles that feeling, making it accessible without the restrictive diets or intense workouts. Michael traces his journey from competitive marathon runner (5:57 mile pace) experimenting with biohacks and intermittent fasting to recognizing ketones as the common thread behind peak mental performance.Throughout the episode, Michael shares the unglamorous realities of creating an entirely new category: early product development when ketones cost $30 per shot, convincing co-manufacturers to produce something they'd never made before, securing Department of Defense contracts to fund R&D, and building initial traction with special operators and elite athletes for whom cognitive performance is life or death. He discusses the strategic decision to start D2C-first to provide rich educational context that brick-and-mortar couldn't offer, how the brand's "nuclear furnace" of DTC business now fuels retail expansion, and why he wishes he'd started building his founder brand on social media earlier.Whether you're creating a new category, scaling from D2C to retail, or building a brand that requires significant consumer education, this conversation offers honest lessons on stewarding new ingredients to market, maintaining IP moats while developing ecosystems, leveraging partnerships for education at scale, and why the "job's not finished" mentality keeps founders grinding even at eight-figure revenue.Listen in as they discuss:What ketones actually are: your body's natural energy source that your brain prefersHow ketones differ from caffeine: actual cellular energy vs. blocking sleep hormonesMichael's origin story: competitive marathon running and biohacking led to Ketone IQThe keto diet connection: why low-carb eating produces ketones naturallyCreating a new category vs. entering existing ones: the Gatorade playbook for electrolytesEarly product development: when shots cost $30 and no suppliers existedSecuring Department of Defense contracts to fund R&D with special operatorsBuilding traction with elite athletes, UFC fighters, and Ironman competitors firstThe strategic decision to start D2C-first for educational context and rich consumer informationWhy 90%+ of future volume will be retail, but D2C is the "nuclear furnace" driving awarenessLanding Target, Sprouts, and Vitamin Shoppe: the "as seen on Instagram" shelf strategyNSF Certified for Sport: building trust and compliance when stewarding new ingredients to marketThe QR code strategy: always-on demos with first shot free via Venmo/PayPal reimbursementPreparing for competition: maintaining IP moats while developing category ecosystemsWhy Michael wishes he'd started founder content creation earlierThe importance of personal brand before launching: building community pre-ideaHiring smartly: bringing in Monster Energy leadership for convenience channel expansionReaching $110M valuation at mid-eight figures revenueWhat it feels like to scale: running faster, but never easier—more zeros, same obsessionEpisode Links:Ketone IQ Website: https://www.ketone.com Instagram: @ketone Founder Instagram: @michaeldbrantMichael Brandt - Founder & CEO, Ketone IQ LinkedIn: https://www.linkedin.com/in/michaeldbrant/ Instagram: @michaeldbrantDon'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 (30K+ 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, host Hannah Dittman sits down with Matt Craighead, R&D Manager at Trubar, to explore the real product development process—from initial concept and benchtop formulation to scaled production and everything in between. Matt brings a rare blend of technical depth, operator empathy, and practical insights to what is often the most misunderstood part of the CPG journey: how products actually get created.Matt shares how Trubar approaches R&D for their vegan, gluten-free, soy-free protein bars with no sugar alcohols, artificial sweeteners, or seed oils—navigating the complexities of formulation, ingredient sourcing, co-manufacturer partnerships, and scaling from home kitchen trials to commercial production. The conversation reveals the unglamorous realities of product development: why some projects take 2-4 months while others stretch to 8+ months, the critical importance of manufacturability over pure flavor perfection, and how small decisions like mixing order, line speed, or ingredient supplier changes can make or break a product.Throughout the episode, listeners gain tactical insights on managing the R&D process with project briefs and clear timelines, why formula changes should always be the last resort when troubleshooting production issues, how to balance perfection with the 80/20 principle when bringing products to market, and the often-overlooked factors like water activity, allergen control, and equipment compatibility that determine whether a product can actually be manufactured at scale. Matt also discusses when it makes sense to bring R&D in-house versus outsourcing to co-manufacturers, how to navigate SKU proliferation as brands grow, and why communication and planning ahead are non-negotiable for R&D success.Whether you're launching your first product, scaling formulations from benchtop to commercial production, or troubleshooting manufacturing challenges, this conversation offers honest lessons on what separates successful product development from costly failures—and why R&D is where everything starts.Listen in as they discuss:Matt's background: 8 years in R&D and co-manufacturing, now leading R&D at TrubarWhat Trubar is: vegan protein bars with no seed oils, sugar alcohols, or artificial sweetenersThe R&D process timeline: 2-4 months for formulation, up to 1-2 years for full commercializationMajor R&D milestones: concept, benchtop trials, ingredient sourcing, line trials, and scaled productionWhy manufacturability matters as much as flavor: the honey formulation cautionary taleThe 80/20 mindset: balancing perfection with getting products to marketWhat makes R&D go well: planning ahead, communication, and documentationCommon pitfalls: focusing too much on functionality without considering production realitiesWhy formula changes should be the last resort when troubleshooting production issuesSmall decisions with big impacts: mixing order, line speed, cooling tunnel capacity, and temperatureIngredient supplier changes and how protein powder sources affect finished productsManaging the cross-functional dance: R&D, packaging, marketing, and timeline constraintsWhen to bring R&D in-house vs. outsourcing to co-manufacturersChoosing the right co-manufacturer: communication, food safety, allergen control, and equipmentHow to manage custom formulation processes with co-manufacturersSKU rollout strategy: starting with 2-4 core flavors and expanding with seasonalsProject briefs as the foundation: flavor profile, timeline, cost targets, and macro goalsWhy water activity and allergen control are critical for ready-to-eat barsThe importance of process control documentation and detailed production notesEpisode Links:Trubar Website: https://www.trubarinc.com Instagram: @trubar.brands LinkedIn: https://www.linkedin.com/company/trubarMatt Craighead - R&D Manager, Trubar LinkedIn: [Matt's LinkedIn URL]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 (30K+ 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, host Caitlin Bricker sits down with Stephanie McGregor, founder of Ringa—a moringa and apple cider vinegar infused beverage with no added sugar, no sugar substitutes, and no natural flavors. After 20 years as an operator in food and beverage working on brands like Red Bull, Glacéau Vitaminwater, and others, Stephanie was ready to leave the industry until an Airbnb host in Baja, Mexico wouldn't stop talking about the moringa tree growing on her property.Stephanie shares her journey from winding down a previous company in 2022 to launching Ringa as a mission-driven brand committed to radical ingredient transparency. The conversation explores the decision-making behind formulating with only real, pronounceable ingredients—from organic moringa tea and raw apple cider vinegar to real cucumber juice and ginger—and why "unapologetically tart" is both a product philosophy and a long-game strategy in a market addicted to sugar.Throughout the episode, Stephanie discusses the challenges of educating consumers about what "natural flavors" really means (and what manufacturers aren't telling you), why microdosing moringa in a delicious format beats the "plug your nose and gulp it down" supplement approach, and how Ringa landed a feature in Whole Foods' 2026 trend report predicting vinegar as the next big functional ingredient. She also shares her experience as a self-proclaimed "Startup CPG groupie," attending nearly every Grocery Run and trade show opportunity to accelerate retailer discovery at a fraction of traditional costs.Whether you're launching a better-for-you beverage, navigating ingredient sourcing for functional foods, or building a self-funded brand with operator experience, this conversation offers honest lessons on playing the long game, learning to say no, staying patient while trends catch up, and building extreme loyalty over viral growth.Listen in as they discuss:Stephanie's 20-year operator background: Red Bull, Vitaminwater, and winding down a business in 2022The Baja, Mexico Airbnb moment that introduced Stephanie to moringa and inspired RingaWhat moringa is: a complete plant protein with all nine essential amino acids, drought-tolerant, and nutrient-denseThe decision to formulate with no added sugar, no sugar substitutes, and no natural flavorsWhy "natural flavors" aren't always natural—and how proprietary blends hide ingredient transparencyThe philosophy of being "unapologetically tart" and playing the long game on consumer taste educationHow real cucumber juice creates a completely different flavor experience than cucumber "natural flavor"Microdosing moringa: making functional ingredients delicious and palatable for daily consumptionLanding in Whole Foods' 2026 trend report: vinegar as the "OG functional food"Why fiber is the macro people actually need (90% of us don't get enough)Attending every Startup CPG Grocery Run event: accelerating retailer discovery at a fraction of trade show costsOperator advice: learning to say no, staying nimble, and building a good business over chasing hockey stick growthWhy going slow and building loyalty beats viral growth for long-term brand successEpisode Links:Website: https://www.drinkringa.com Instagram: https://www.instagram.com/drinkringa/ Stephanie McGregor - Founder, Ringa 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 (30K+ 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

Amna Mettmann, founder of the premium craft soda brand Brause, reveals how her brand used Grocery Run events as a launching pad, closing deals with retailers like Woodland Markets right after launching on Shopify. Jocelyn Ramirez, founder of Todo Verde, shares her exhilarating experience winning the Fresh Thyme Market pitch slam, emphasizing the power of authentic storytelling in capturing buyer interest. Both highlight the importance of community support and the unique, efficient networking opportunities provided by Grocery Run events.

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Alex Borschow, Managing Partner at Rocana Ventures, to explore what Series A investors actually look for in consumer brands. The conversation dives deep into defining product-market fit, understanding traction metrics across channels, and why thoughtful, mission-driven capital matters for building sustainable CPG brands.Alex shares how Rocana Ventures approaches Series A investments ($7-25M revenue) with a focus on authentic better-for-you brands, omnichannel traction, and strong unit economics. He discusses the importance of evaluating velocity metrics in retail, repeat purchase rates in DTC, and why Amazon rankings and reviews are critical indicators of consumer adoption. Drawing from portfolio successes like Olipop, Alex reveals what separates compelling investment opportunities from brands that aren't quite ready—and how founders can position themselves for success before they start raising capital.Throughout the episode, listeners gain insider perspective on investor-founder dynamics, the traits that define resilient leadership, and practical benchmarks for DTC retention (30-60% vs. outdated 10-12% standards), retail velocities (units per SKU per store per week), and club channel performance. Alex also emphasizes why not every metric has to be perfect to raise capital—but founders must demonstrate accountability, self-awareness, and a clear roadmap for addressing gaps. Whether you're building toward Series A or evaluating your first institutional round, this conversation offers clarity on what matters most when building a fundable, mission-driven CPG brand.Listen in as they discuss:How Rocana Ventures evaluates Series A brands ($7-25M revenue, omnichannel traction)What product-market fit looks like across DTC, Amazon, retail, and club channelsWhy repeat purchase rates and customer retention define long-term brand valueUnderstanding retail velocity metrics: units per SKU per store per weekThe importance of baseline velocity increases post-promo in retailDTC metrics evolution: from LTV/CAC to payback periods and 30-60% retention benchmarksAmazon rankings, reviews, and ROAS as critical indicators of consumer adoptionClub channel dynamics: Costco roadshows, rotation benchmarks, and chunky POsWhy household penetration and unaided brand awareness matter at scale ($50M+)Founder traits that matter most: humility, accountability, coachability, and transparencyThe postmortem mindset: learning from failure and embracing dissonanceWhy Rocana's 60%+ strategic LP base creates differentiated value beyond capitalHow to choose the right investment partner and build relationships before fundraisingRed flags vs. green flags: confirmation bias, honesty, and addressing weak metricsEmerging opportunities Rocana is excited about in better-for-you consumerEpisode Links:Rocana Ventures Website: https://www.rocanaventures.com LinkedIn: https://www.linkedin.com/company/rocanaventuresAlex Borschow - General Partner, Rocana Ventures LinkedIn: https://www.linkedin.com/in/alexborschow/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.comShow 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 (30K+ 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 speaks with Amie Kesler, founder of Carolyn’s Krisps—a rapidly growing, better-for-you snack brand reinventing a cherished family recipe into a modern, dairy-free and gluten-free product line. What began as a nostalgic cheddar crisp made by Amie’s grandmother has evolved into a differentiated portfolio of sweet and savory snacks defined by unique texture, bold flavor profiles, and a strong emphasis on inclusivity and quality.Amie discusses the early days of the business—from hand-rolling dough and selling through a cubicle sign-up sheet to operating a self-manufactured brand in its fourth commercial facility. She shares how a disciplined, incremental approach to R&D and retail allowed Carolyn’s Krisps to scale without compromising its product integrity or financial fundamentals.The conversation explores what it means to build a brand with intention: leveraging independent retailers as strategic partners, investing in operational efficiency, navigating pack size and pricing decisions, and planning for regional expansion. Amie also reflects on the importance of maintaining a strong brand identity while introducing innovative formats, including seasonal chocolate bark and nostalgic flavor combinations.In addition, she provides valuable insights from opening Carolyn’s Krisps’ pop-up snack shop—a curated retail environment featuring other emerging brands. Making the shift from founder to buyer has reshaped her perspective on relationship-building, product presentation, pricing, and communication, offering lessons that are applicable for CPG operators at all stages.Listen in as they share about:The evolution of Carolyn’s Krisps from family recipe to commercial product lineDeveloping better-for-you snacks driven by nostalgia, taste, and textureScaling manufacturing responsibly while maintaining product qualityLeveraging independent retailers and community-driven growthPricing, pack architecture, and trade spend considerations for retail expansionInsights gained from operating a pop-up retail spaceBest practices for brand communication, follow-up, and relationship managementCreating memorable customer experiences through thoughtful detailsExploring new formats and limited-run innovationsEpisode Links:Website: https://www.carolynskrisps.com/Instagram: @carolynskrispsLinkedIn: https://www.linkedin.com/in/ahkesler/ 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 (30K+ 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

Jamie Valenti-Jordan, CEO of Catapult Commercialization Services, shares her extensive expertise in food product development. She discusses the critical first steps for bringing food innovations to market, such as choosing the right product developers and the intricacies of frozen logistics. Jamie notes the benefits of sourcing ingredients locally and the importance of understanding the economics behind co-manufacturing. Additionally, she emphasizes building strong relationships with partners to navigate challenges and ensure long-term success.

In this episode of the Startup CPG Podcast, Hannah Dittman speaks with Nick Giannuzzi, founder and managing partner of Humble Growth—an investment firm intentionally designed to shift the traditional power dynamic between founders and investors. Nick traces his career from representing Vitaminwater in its early days to building a leading CPG-focused law firm, and eventually launching a $312M growth fund backed by industry operators who understand firsthand the realities of scaling consumer brands.Nick discusses why thoughtful, founder-aligned capital remains rare in the CPG space, and how Humble Growth approaches investing with transparency, discipline, and long-term partnership at the core. He emphasizes the importance of working backwards from an eventual exit, building operational and financial foundations early, and maintaining rigorous standards even amid the daily pressures of running a business.With decades of experience advising and investing in brands, Nick sheds light on the common pitfalls he sees founders face, the characteristics that define resilient leadership, and the structural considerations that often determine whether a business can scale, transact, and ultimately endure.Listen in as they discuss:The origins and philosophy behind Humble GrowthTransitioning from legal counsel to growth investorWhy building a business that can transact is essential—even if you don’t plan to sellStrategic considerations for growth-stage brands, from margins to channel strategyThe role of discipline in evaluating opportunities and operatorsFounder traits that drive long-term success—and where they can become obstaclesBalancing operational excellence with strategic foresightHow investors and founders can work together beyond quarterly board meetingsBest practices for preparing documentation, data, and structure ahead of fundraisingEpisode Links:Website: https://www.humblegrowth.com/Personal LinkedIn: https://www.linkedin.com/in/nick-giannuzzi-6a550b14b/ Company LinkedIn: https://www.linkedin.com/company/humblegrowth.com/ 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.comShow 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 (30K+ 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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In this episode of the Startup CPG Podcast, Caitlin Bricker interviews Liv Truesdell, founder of FROST Buttercream, an emerging brand bringing bakery-quality, meringue-based buttercream to retail shelves with fewer ingredients, less sugar, and a noticeably elevated taste profile. Liv shares her journey from investment banking to building a family-run food business, working alongside her mother as co-founder, and developing a product designed to meet consumer demand for cleaner, less cloying desserts.The conversation highlights how FROST approaches formulation, packaging, and education in a category where most consumers are unaware that conventional “buttercream” often contains no real butter. Liv explains the complexities of producing meringue-based buttercream at scale, the trade-offs of small-batch manufacturing, and the brand’s thoughtful expansion into retail, demos, and eventually food service—all while maintaining quality and operational discipline.The episode also touches on early wins, from a Startup CPG Shelfie Award to distribution in notable New York City retailers, as well as strategic collaborations that have helped introduce the product to new audiences. Throughout, Liv reflects on the importance of community, consumer feedback, and patience when navigating the challenges of an early-stage CPG business.Listen in as they share about:The inspiration and development behind FROST ButtercreamWhy meringue-based buttercream stands apart from standard formulationsEducating consumers in a category with entrenched expectationsStrategic retail expansion and the role of demos in adoptionOperational realities of small-batch production and scalingEarly collaborations, brand recognition, and retail partnershipsLessons learned during the first year of building a CPG companyEpisode Links:Website: https://frostbuttercream.com/Instagram: @frostbuttercreamDon'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