The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Grace Kennedy speaks with Max Luthy, co-founder of Plink! Hydration, a fast-growing brand bringing a fresh take to the electrolyte category with its fizzy, flavorful, and sustainable hydration tablets. Max shares the brand’s unique origin story, the challenges of positioning a disruptive product in a traditional market, and how Plink! has scaled from concept to landing on shelves in over 1,100 CVS locations. He offers valuable insights into product development, retail strategy, category navigation, and the importance of refining your value proposition as you grow. Whether you're a founder, brand builder, or CPG enthusiast, this conversation offers actionable takeaways and an inspiring look at what it takes to succeed in the modern beverage space. Listen now!Listen in as they share about:The Origin of Plink! HydrationCo-Founder DynamicProduct PositioningCategory StrategyRetail & GrowthEnvironmental MissionE-commerce LearningsFlavor & Formulation DecisionsRetail & DTC GrowthAdvice for Other FoundersEpisode Links:Website: https://drinkplink.com/ LinkedIn: https://www.linkedin.com/in/maxwell-luthy-a8587137/ 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, Daniel Scharff and Patricia Menegoto from the Startup CPG team sit down with Leana Salamah of the Specialty Food Association to learn all about the upcoming Summer Fancy Food Show in New York, as well as Luca Molinari of BARIS, who exhibited last year, and Jaden McTaggart from Earth Fare, a show regular.They kick things off with an inside look at the upcoming Summer Fancy Food Show in New York—why it’s one of the most high-impact events of the year for emerging brands, and what makes the Startup CPG section a magnet for top-tier buyers. Leana shares how the show supports brands at every stage, while Daniel and Patricia offer a behind-the-scenes look at their curated events, pitch sessions, and founder networking opportunities.Then, Luca shares the story behind BARIS—a Patagonia-born, chocolate-dipped raspberry brand that turned a single tabletop at Fancy Food into major retail wins. He shares insights on connecting with buyers, leading with purpose, and building traction as a young brand.Lastly, Jaden offers the buyer’s perspective from Earth Fare, explaining what stands out at Fancy Food, how he approaches early-stage brands, and why product mission, packaging, and personal connection matter more than ever.Tune in now!Our upcoming Fancy Food Show 101 webinar: https://www.eventbrite.com/e/fancy-food-show-101-get-ready-for-the-2025-summer-show-tickets-1291507807619?aff=oddtdtcreatorApply for the Startup CPG section at Fancy Food Show:https://docs.google.com/forms/d/e/1FAIpQLSdbu0jtXP2n-tS1xSWhC9LHorFI8Fm736mujws35eftWixlfg/viewform Listen in as they share about:Overview of the Fancy Food Show (Summer Edition)Opportunities for Brands at the ShowWhat to Expect from the ShowStartup CPG’s Role and Events at the ShowBrand Perspective - SFA (Leana)Brand Perspective – Baris (Luca)Buyer Perspective – Earth Fare (Jaden)Tips for Brands Attending Fancy FoodEpisode Links:Website: https://www.specialtyfood.com/ LinkedIn: https://www.linkedin.com/in/leana-rogers-salamah-5770862/ Website: https://everybaris.com/ LinkedIn: https://www.linkedin.com/in/luca-molinari-cattarossi/ Website: https://www.instagram.com/earthfare/?hl=en LinkedIn: https://www.linkedin.com/in/jaden-mctaggart-1167225b/ 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, Grace Kennedy chats with Marilyn Yang, co-founder and CEO of Popadelics—the first-of-its-kind crunchy shiitake mushroom chip brand. Marilyn shares the story of how she and her husband turned a pandemic-era idea into a nationwide retail brand, detailing their journey from finance to CPG, and the behind-the-scenes grind of product development, branding, pivoting from DTC to retail, and navigating funding without losing creative control. She dives into how they created bold, edgy branding to change perceptions around mushrooms, launched with eye-catching flavors like Rosemary + Salt and Twisted Thai Chili, and scaled the brand through demos, trade shows, and sheer hustle. Plus, she shares what it’s like getting on shelves at places like Whole Foods, Urban Outfitters, and even airport stores, all while building a company rooted in a bigger mission to make all mushrooms—culinary and psychedelic—mainstream. Follow along for more founder stories and behind-the-scenes startup wisdom—tune in now!Listen in as they share about:Popadelics Founding StoryFlavor DevelopmentInitial Launch StrategyGo-to-Market StrategyFunding & Self-FinancingPitching & Investor ReadinessBiggest Challenges and Future GoalsEpisode Links:Website: https://popadelics.comLinkedIn: https://www.linkedin.com/company/popadelics/ 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, Daniel Scharff sits down with Luke Montgomery-Smith, co-founder of Plink!, and Tyshawn Bryant, founder of Green Regimen, to unpack their incredible journeys through GNC’s Next Big Thing competition. From the initial application process to standing on shelves nationwide, Luke and Tyshawn share what it took to win, what they learned working with a major retailer, and how they’ve continued to grow post-launch.Hear how Plink! scaled from Vermont startup to national hydration contender, and how Green Regimen broke through with plant-based protein in GNC’s evolving wellness space. Whether it’s walking into GNC stores to personally connect with staff or mastering the retail pitch, this episode is packed with insights for any CPG founder looking to take their brand to the next level.Don’t miss this behind-the-scenes look at how hustle, strategy, and timing can lead to big wins.Thinking of applying to the next GNC Next Big Thing?Apply to GNC x Startup CPG NEXT BIG THING, deadline of 4/30: https://bit.ly/gncnextbigthingListen in as they share about:Luke Montgomery-Smith (Plink!)Applying to GNC's Next Big ThingThe Expo West ConnectionPitching at GNC HQWhat It Takes to Win as a StartupFrom End Cap to Permanent Shelf PlacementBuilding Relationships with GNC Store StaffThe Power of Strategic Retail PartnershipsFundraising Momentum After the WinTyshawn Bryant (Green Regimen)Why he Almost Didn’t ApplyUnderstanding the New GNCCreating a Standout Submission VideoThe Surprise Win for All FinalistsHow to Make the Most of a Retail TestIn-Store Demos and Customer EducationAdapting to Different Customer SegmentsEpisode Links:Website: https://greenregimen.com/ LinkedIn: https://www.linkedin.com/in/greenregimen/Website: https://drinkplink.com/LinkedIn: https://www.linkedin.com/in/lukejms/ 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, Daniel Scharff sits down with Jia Liao of Hotpot Queen, Jake Deleon of Fila Manila, and Matt Whiteside of Circle Beverage to unpack the real-world impact of skyrocketing tariffs on emerging food and beverage brands.Jia shares the challenges of manufacturing in China and how a sudden 54% tariff hike forced her to rethink pricing, margins, and her relationship with her suppliers. Jake offers a different angle, explaining how Fila Manila’s U.S.-based production could give it a competitive edge as imported brands face cost spikes. Meanwhile, Matt provides the manufacturer’s perspective—explaining how tariffs are affecting ingredient costs, supply chain decisions, and even equipment investments.Whether you're a brand founder, manufacturer, or just curious about how global policy hits Main Street, this episode breaks it all down.Tune in now to hear how resilient brands are pivoting in real time—and learn how you can adapt your strategy to stay ahead.Listen in as they share about:Jia Liao (Hotpot Queen)- 54% Tariff Spike- Cost of Staying Premium- Supplier Negotiations and Strategic Shifts- Why Small Brands Get Hit Hardest- Jia’s Personal Thoughts on TariffsJake Deleon (Fila Manila)- How U.S. Manufacturing Helped Fila Manila- Issues With Imported Ingredients and Packaging- The Double-Edged Sword of Tariffs- Turning Disruption Into StrategyMatt Whiteside (Circle Beverage)- How Tariffs Are Raising Manufacturing Costs- Why Pricing Can’t Change Right Away- Focusing on Long-Term Brand Partnerships- Tariffs Make Equipment More Expensive- Why Strong Relationships Matter Right NowEpisode Links:Website: https://hotpotqueen.comLinkedIn: https://www.linkedin.com/in/weijia-liao/ Website: https://filamanila.com LinkedIn: https://www.linkedin.com/in/jacobcdeleon/ Website: https://www.circlebev.com LinkedIn: https://www.linkedin.com/in/matt-whiteside/ 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

Maxi Heidenblut, Founder of Häppy Candy, discusses her journey from asset management to creating a healthier gummy candy brand with 70% less sugar and no artificial sweeteners. She shares the challenges of bootstrapping, the importance of leveraging social media and micro-influencers for brand visibility, and her strategies for aiding independent retailers. Maxi also highlights her proactive approach to connecting with national retailers and the unique marketing tactics that are helping Häppy Candy thrive in a competitive market.

Tim Dornfeld, Director of Category Management at KeHE, shares invaluable insights on the dynamics of working with distributors in the CPG landscape. He highlights common misconceptions and identifies what sets successful brands apart. Tim explores the significance of category management, trends like the surge of protein-packed products, and the shift towards non-alcoholic beverages. He also discusses KeHE's commitment to community impact and offers strategic advice for brands looking to scale effectively in retail.

In this episode of the Startup CPG podcast, Grace Kennedy sits down with Jennifer Schwartz, the founder of Freezecake—the first brand to offer freeze-dried cheesecake. Jennifer shares the incredible journey of how a simple need to preserve inventory during a health crisis led to the creation of a completely new product category. From her background as a pastry chef to going viral on TikTok and landing Freezecake in Whole Foods, Jennifer opens up about the challenges and triumphs of building a brand from the ground up.They also dive into product innovation, retail strategy, the power of TikTok Shop, and the future of the freeze-drying industry. Plus, Jennifer reveals her most popular flavors (and some exciting new ones in the works).Don’t miss this inspiring conversation about resilience, entrepreneurship, and making bold business moves. Tune in now!Listen in as they share about:Origin Story & Inspiration of FreezcakeProduct Development & Market TestingGrowth & Business StrategyRetail ExpansionSelf-Manufacturing vs. Co-ManufacturingSupply Chain IssuesMarketing & Social Media StrategyFuture Goals & Expansion PlansEpisode Links:Website: https://www.freezcake.com/ LinkedIn: https://www.linkedin.com/in/jenifer-shwartz-a9930b48/ 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, Daniel Scharff dives into the world of celebrity endorsements and brand partnerships with legal expert Hillary Hughes of Foster Garvey. They break down the different structures of celebrity deals—cash, equity, royalties, and affiliate marketing—and what brands are really paying for when they bring on a big name. Hillary shares insider insights on structuring contracts, negotiating exclusivity, managing risks (like "morals clauses"), and ensuring brands actually get value from these partnerships.They also discuss the difference between influencers and celebrities, the role of talent agents, common legal pitfalls brands face, and why not all endorsements translate into sales. Whether you’re a startup considering a celebrity deal or just curious about how these partnerships work behind the scenes, this episode is packed with essential takeaways.🎧 Listen now to learn how to navigate the world of celebrity partnerships the right way!Foster Garvey is a full-service law firm dedicated to supporting innovative companies, government entities and individuals in navigating legal and business challenges. Our team offers strategic, cross-disciplinary support in areas like corporate structuring, capital raises, intellectual property and regulatory compliance. Serving a diverse range of clients - from startups to global brands - we provide guidance on marketing, influencer partnerships, food safety, licensing and more.Listen in as they share about:Business Structures of Celebrity-Endorsed BrandsContract Considerations in Celebrity DealsExpected Deliverables from Celebrity PartnershipsWorking with Influencers vs. CelebritiesChallenges & Legal ConsiderationsBest Practices for Brands Considering Celebrity EndorsementsEpisode Links:Website: https://www.foster.com/ LinkedIn: https://www.linkedin.com/in/hillaryhhughes/ 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, Grace Kennedy speaks with Zoe Levin, founder and CEO of Bim Bam Boo, a pioneering tree-free paper company committed to sustainability and innovation. As a second-generation entrepreneur in the eco-friendly paper industry, Zoe shares her journey of building a purpose-driven brand, from identifying market gaps to developing innovative packaging and navigating the complexities of scaling a CPG company.Zoe discusses the challenges of disrupting a legacy industry, the strategic decisions behind product design and consumer engagement, and the financial realities of transitioning from bootstrapping to securing funding. She also provides valuable insights into retail expansion, customer retention strategies, and the role of sustainability in consumer purchasing decisions.Whether you're a founder, investor, or industry professional, this conversation offers actionable takeaways on building a brand with impact.Listen now and explore how Bim Bam Boo is reshaping the paper industry. Plus, enjoy 20% off your first purchase at bimbamboopaper.com with code StartupCPG.Listen in as they share about:Origin Story & Inspiration Behind Bim Bam BooChallenges in the Tree-Free Paper IndustryMarket Strategy & BrandingProduct Innovation & DesignRetail vs. E-Commerce StrategyFunding & Financial StrategyFuture Plans (2025 & Beyond)Episode Links:Website: https://www.bimbamboopaper.com LinkedIn: https://www.linkedin.com/in/zoelillian/ 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