The Startup CPG Podcast

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 interviews Deborah Benton, Founder and Managing Partner of Willow Growth Partners, to discuss the realities of building and investing in high-growth consumer brands.Deborah shares insights from her extensive career leading and scaling brands such as Nasty Gal and ShoeDazzle, and explains how those experiences shaped her investment philosophy at Willow. She outlines the differences between early-stage venture, growth, and private equity investing, highlighting how valuation, operational excellence, and true alignment between investors and founders influence long-term success.The conversation highlights Willow’s investment in Coterie, illustrating the principles of strategic execution and long-term vision. Deborah also reflects on the psychological and emotional challenges founders face, the value of transparency in investor relationships, and the need for sustainable, human-centered growth in the consumer sector.This episode offers a comprehensive perspective for entrepreneurs, operators, and investors seeking to understand what defines successful partnerships, responsible capital raising, and lasting brand impact.Tune in now to gain practical insights from one of the leading voices in consumer growth investing!Listen in as they share about:Willow Growth Partners OverviewInvestment Philosophy and ValuationUnderstanding Investment StagesEvaluating FoundersPsychological & Emotional Realities of FoundingCommon Fundraising MistakesMarket Trends and Future OutlookAdvice for Founders and InvestorsEpisode Links:Website: https://willowgrowth.com/ LinkedIn: https://www.linkedin.com/in/debenton/ 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 welcomes Elan Halpern and Kiki Couchman, co-founders of Sourmilk, a Greek yogurt brand designed to revolutionize consumer gut health. Elan and Kiki share their journey from Stanford classmates to entrepreneurs transforming the yogurt industry by combining the science of targeted probiotics with a delicious, everyday food. They discuss how Sourmilk stands out from traditional yogurts by incorporating clinically backed probiotic strains that support digestion, hormone balance, and overall wellness—without compromising on taste or quality.The conversation explores their unconventional “drug deal” pickup model in New York City, where they personally deliver refrigerated yogurt in brown paper bags to early customers, fostering a sense of community and direct connection to their brand. Elan and Kiki also recount their bold rebranding story—from receiving a cease-and-desist letter to landing on the provocative yet memorable name “Sourmilk,” a decision that has helped them stand out in a crowded CPG landscape. Their commitment to transparency, creativity, and consumer engagement shines through as they discuss building in public, learning from customer feedback, and preparing for their first retail launch.As they look ahead, Elan and Kiki outline a strategic and measured approach to scaling Sourmilk—beginning with select grocery stores in New York City and expanding across the Northeast with an emphasis on quality, freshness, and brand authenticity.Tune in to hear how Sourmilk is redefining what it means to be a modern CPG brand—rooted in science, community, and creativity.Listen in as they share about:The Concept Behind SourmilkFounders’ Backgrounds and InspirationBuilding a Food Brand vs. a SupplementProduct Development and IterationThe “Drug Deal” Pickup ModelThe Rebrand StoryBuilding in Public and Community EngagementGrowth Strategy and Future PlansEpisode Links:Website: https://www.sourmilk.com/ Instagram: @getsourmilkLinkedIn: https://www.linkedin.com/in/kirsten-kiki-c-242929112/ LinkedIn: https://www.linkedin.com/in/elan-halpern-99a018193/ 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

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 explores the ins and outs of selling on QVC with two founders who have recently gone through the experience — Maxi Heidenblut, Founder & CEO of Häppy Candy, and Nikki Seaman, Founder & CEO of Freestyle Snacks.Maxi and Nikki share an in-depth look at what it takes to bring a consumer brand to QVC, from securing the opportunity and working with brokers to preparing for live television, managing fulfillment, and analyzing the financial impact. They discuss the costs, logistics, and strategy behind their appearances, as well as the lessons learned from reaching a completely new audience through one of the most iconic sales platforms.You will gain valuable insights into evaluating QVC as a potential sales channel, understanding the operational requirements, and leveraging the exposure for brand growth.Listen now to learn what it’s really like to bring your product to QVC—and how to make it a success for your brand.Listen in as they share about:Getting Started with QVCWhy They Chose QVCLogistics and FulfillmentThe Live Broadcast ExperienceMarketing & AftermathAdvice for Other BrandsEpisode Links:Website: https://eathappycandy.com/ LinkedIn: https://www.linkedin.com/company/haeppy-candy/ Website: https://www.freestylesnacking.com/ LinkedIn: https://www.linkedin.com/in/nikki-seaman/ 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, 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.