Shelf Help: The Tactical CPG Podcast

Adam Steinberg
  • 5.0 (8)
  • BUSINESS

If you’ve ever thought, "Why doesn’t anyone talk about this in CPG?", this is the podcast for you. Host, Adam Steinberg, co-founder of KitPrint, interviews CPG leaders to uncover the real-world tactics, strategies, and behind-the-scenes insights that really move the needle.

  1. 2D AGO

    Kristina Marino - Scaling Mr. Black, Kombrewcha and other BevAlc Leaders

    On this episode, we’re joined by Kristina Marino, BevAlc consultant and marketing leader, who’s helped scale brands like Mr Black and Kombrewcha just to name a few. Kristina brings an operator’s lens to today’s bevalc reality: tougher distributor dynamics, shifting shopper behavior, and the need to design brands that earn repeat in both off-prem and on-prem. We get into what’s working now in bevalc: how to earn a distributor’s attention without overspending, why on-prem needs a purpose-built SKU or ritual, and how early wins come from ruthless focus on route-to-market and velocity metrics (not just awareness). Kristina also shares her brand identity playbook, the levers that actually move repeat purchase, and what the post-M&A integration process looks like from the inside. --------------- Episode Highlights: 🥃 Learning lessons from scaling Mr. Black and Kombrewcha 📉 Distributor reality in 2025 🧭 Route-to-market first 🍸 On-premise with purpose 🔁 Driving repeat purchase 🪪 Brand identity playbook: briefs that translate, system-first packaging, and shelf ↔ digital alignment 🧩 Post-M&A integration 📈 Where she’d place bets now and the spirit trends she’s watching --------------- Table of Contents: 00:00 – Intro 00:39 – Kristina’s experience in the bevalc 03:12 – The current bevalc landscape 05:14 – Trends Kristina is seeing 09:25 – Today’s bevalc distributor landscape 11:53 – How a bevalc startup can win in today’s market 13:42 – What category Kristina would focus on today if she started a brand 15:43 – Brand identity playbook in bevalc 17:34 – On-premise vs off-premise in the early days 18:49 – Driving repeat purchase 21:37 – What the post-M&A integration process looks like 23:17 – Brand and trends Kristina is excited about in spirits --------------- Links: Follow Kristina on LinkedIn – https://www.linkedin.com/in/krimarino/ Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

    29 min

  2. 6D AGO

    Tyrel Johnson - The Ice Cream Upstart Taking Over the Freezer at Erewhon

    On this episode, we’re joined by Tyrel Johnson, the Co-Founder & CEO of Natty Ice Cream, the high-protein, clean-label ice cream brand rapidly breaking into the frozen set.  Tyrel and his brother Garrett turned a home fitness journey, a Ninja Creami obsession, and relentless R&D into a brand that's gaining traction fast. Tyrel shares the inside story of building Natty from a Breville machine to a fully licensed dairy manufacturing facility, then making the pivotal decision to shift from in-house production to a co-packer to support scale.  We dive deep into brand identity and how Natty’s bold, dark packaging and Greek-god iconography carve out visual white space behind foggy freezer doors. Tyrel shares tactics on breaking into frozen retail, working with brokers and distributors, managing trade spend, and building a brand that wins the first trial and earns repeat. --------------- Episode Highlights: 🍦 The fitness journey that inspired Natty Ice Cream 🧪 How they cracked the code on high-protein ice cream texture 🏭 Building a licensed dairy facility - then pivoting to a co-man 🎨 Why contrast drives frozen aisle packaging strategy 🔍 Visual storytelling and owning white space in frozen 📈 Breaking into Erewhon and early retail traction 🤝 Working with brokers, distributors, and deciding when to scale 📊 Modeling trade spend, margins, and operational realities 🚀 Emerging brands and trends Tyrel is tracking across CPG --------------- Table of Contents: 00:00 - Intro 00:37 - Natty Ice Cream origin story 03:12 - Building a brand with family 05:33 - Early days of formulation and R&D 09:46 - Product roadmap 10:48 - Pivoting to a copacker 13:34 - Brand identity and packaging design 18:24 - Operating in the frozen category 20:35 - Strategies to stand out in frozen at retail 23:30 - Erewhon 27:37 - Brokers and distributors 31:22 - Brands and trends Tyrel is watching --------------- Links: Natty Ice Cream – https://nattyicecream.com/ Follow Tyrel on LinkedIn – https://www.linkedin.com/in/tyreljohnson/  Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

    34 min

  3. DEC 16

    Courtney Shane - Turning around Windex, Tollhouse, and Nesquik

    On this episode, we’re joined by Courtney Shane, Founder & CEO of Challenger Brand Group. Courtney led turnarounds for iconic brands like Windex, Tollhouse, and Windex and now brings big brand rigor to emerging, challenger brands. We dig into how to think like a P&L-minded marketer, what she had to unlearn from “Big CPG,” the initiatives that change trajectories like nailing price-pack architecture, packaging design frameworks and storytelling strategies tailored to core stakeholder groups. Courtney breaks down what belongs in a tight creative brief, the most common packaging mistakes she sees, and how to evaluate when you need a refresh versus a full rebrand. We also get tactical on “owning a color and designing for real store lighting. --------------- Episode Highlights: 🎯 From corporate turnarounds to challenger brand operator 🧠 What to unlearn from Big CPG when you’re scrappy 📊 Price Pack Architecture for early-stage brands 🗂️ The anatomy of a strong agency brief 📦 Packaging pitfalls that kill clarity at shelf 🎨 Why “owning a color” creates true brand blocking 💡 Small packaging tweaks that reliably lift velocity 🛒 How store lighting impacts design choices 🔁 Refresh vs. rebrand: how to decide 📖 Storytelling for consumers, retailers, investors, and employees 📈 Trends and challenger brands Courtney is watching --------------- Table of Contents: 00:00 - Intro 00:48 - The Challenger Brand Group 03:15 - Turning around Nesquik 06:22 - Turning around Windex 08:45 - (Un)learning from “Big CPG” 10:23 - Game-changing strategies and initiatives 11:59 - Pricing strategy 18:42 - What a well-rounded agency brief looks like 20:42 - Common packaging design pitfalls 24:00 - Owning a color 28:21 - Most and least impactful packaging tweaks 29:37 - Lighting environment and packaging design 31:14 - Packaging refresh vs full rebrand 33:35 - Storytelling 38:14 - Brand and trends Courtney is tracking --------------- Links: Challenger Brand Group – https://www.challengerbrandgroup.com/ Follow Courtney on LinkedIn – https://www.linkedin.com/in/courtneyfshane/  Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

    41 min

  4. DEC 12

    BJ McCaslin - Exiting to Vita Coco, the Functional Future

    On this episode, we’re joined by BJ McCaslin, the Co-Founder & CEO of Holy! Water, the beverage brand pushing the boundaries of function, combining ketones, nootropics, functional mushrooms, and in some SKUs, THC.  A 20-year beverage veteran who previously built and exited Coco Café to Vita Coco, BJ brings a rare blend of street-level intuition, scientific curiosity, and battle-tested entrepreneurial grit. We dive deep into commercialization realities, the brutal economics of beverage, and how BJ approaches brand-building like an anthropologist. We explore the fast-changing C-store landscape and where functional beverages fit in, and what it actually takes to build strong distributor and broker relationships. --------------- Episode Highlights: 💧 The 15-year journey behind Holy! Water ⚗️ Building a functional beverage with real “feelings” 🧪 Ketones, mushrooms & nootropics 🛠️ The harsh realities of beverage commercialization 🧭 Why brand-building starts with anthropology 🌿 THC vs non-THC SKUs 🚨 How BJ is responding to the potential hemp ban 💊 Vitamins vs painkillers 🏪 Why C-stores are the next frontier for functional drinks 📈 Broker & distributor strategies that actually work 🔭 Trends and brands BJ is watching closely --------------- Table of Contents: 00:00 - Intro 00:47 - Holy! Water origin story, product evolution 07:17 - Commercialization journey 10:09 - Anthropological approach to brand building 13:41 - Learning on the fly 17:43 - THC vs non-THC SKUs 22:07 - How BJ is reacting to the hemp ban 24:07 - Vitamins vs painkillers 27:41 - The C-store channel 30:51 - The evolution of functional beverages in C-stores 32:38 - Building strong distributor and broker relationships 37:42 - Brand and trends BJ is watching --------------- Links: Holy! Water – https://enjoyholywater.com/  Follow BJ on LinkedIn – https://www.linkedin.com/in/bjmccaslin/   Follow Adam on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

    40 min

  5. DEC 9

    Chris Wendling - Transforming Carbone’s Restaurant Lore Into a Premier CPG Brand

    On this episode, we’re joined by Chris Wendling, Executive Vice President of Marketing at Carbone Fine Food, the fast-growing brand translating the iconic Carbone restaurant experience into the grocery aisle. Since launching in 2021, Carbone has quickly become one of the top-selling premium pasta sauce brands in America, expanding into club, mass, and specialty retailers. Chris shares how his sales leadership background helped build marketing structure around a rapidly scaling business. We talked about the journey of implementing a formal marketing strategy, refining brand storytelling, and aligning the team around north start metrics.  We dive into how Carbone leverages restaurant expertise to inform innovation, the thinking behind its new Italian Simmer Sauces line and the philosophy that guided the recent label refresh. --------------- Episode Highlights: 🍝 The story behind Carbone Fine Food’s rapid rise 📈 Building a scalable marketing structure from scratch 🤝 Lessons from leading marketing after years in sales 📊 Using restaurant data to guide retail innovation 🔥 Launching the new Italian Simmer Sauces 🎨 The strategy behind Carbone’s packaging refresh 📍 Defining and tracking true north-star metrics 👀 Emerging brand and consumer trends Chris is watching --------------- Table of Contents: 00:00 - Intro 00:48 - Carbone Fine Food origin story 04:11 - Implement a formal marketing strategy / structure 12:16 - Leading marketing after years in sales leadership 20:51 - Leveraging restaurant data to drive product strategy 24:42 - The Simmer Sauces lines 29:33 - Label refresh 33:30 - North star metrics 37:04 - Brand and trends Chris is watching --------------- Links: Carbone Fine Food – https://www.carbonefinefood.com/  Follow Chris on LinkedIn – https://www.linkedin.com/in/christopherwendling/  Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/  For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

    42 min

  6. DEC 4

    Jeff Bull - The Secret Sauce Behind A Leading THC Beverage Brand

    On this episode, we’re joined by Jeff Bull, the Chief Creative Officer at Uncle Arnie’s, one of the fastest-growing THC beverage brands in the country. Jeff is the creative mind behind the Arnieverse - the nostalgic, fun-first brand world that has helped propel Uncle Arnie’s from a California cult favorite to a nationwide force across both dispensaries and the booming hemp-derived beverage market. With deep experience in brand identity, visual storytelling, and product strategy, Jeff has shaped everything from Arnie’s character system and packaging architecture to its flavor development, channel expansion, and launch playbooks. Jeff breaks down how Uncle Arnie’s was born, why beverages have become the dominant on-ramp for new cannabis users, and how the brand balances playfulness with potency and compliance. He unpacks the creative and strategic evolution of Arnie’s as it scaled from dispensary shelves into mainstream retail, what the hemp market unlocked for the company, and how they approach new SKUs, flavor development, and launch assets. We also dive into the role of budtenders, the fundraising journey, how creative leaders should think about entering the THC beverage space, and the trends Jeff sees shaping the next wave of cannabis and hemp innovation. Use code Jeff33 to get 33% off anything at unclearnies.com --------------- Episode Highlights: 🍋 The origin story behind Uncle Arnie’s 🥤 Why THC beverages are exploding in popularity 🌿 The rise of hemp-derived THC and its impact on brand strategy 🎨 Building a distinctive, joyful visual identity 📦 Packaging that balances fun, clarity, and regulatory accuracy 🛒 How dispensary shoppers differ from mainstream hemp consumers 🧪 Flavor development and new product roadmapping 🚀 The creative playbook for new product launches 👥 The critical role of budtenders and frontline retail staff 💰 Lessons from fundraising and scaling a cannabis brand --------------- Table of Contents: 00:00 – Intro 00:57 – Uncle Arnie’s origin story 02:55 – Why THC beverages are all the rage right now 04:26 – Why beverages are the on-ramp for many 05:43 – Predicting the future 07:35 – Brand identity and brand evolution 10:32 – Visual identity and packaging design 16:02 – Dispensary channel consumers vs hemp market consumers 20:47 – Product strategy and roadmap 25:09 – New product launch assets and strategy 26:59 – The importance of budtenders and frontline retail teams 29:48 – Fundraising 31:49 – Recommendations for creative leaders coming into hemp bev 33:19 – Brand and trends Jeff is watching --------------- Links: Uncle Arnie’s – https://unclearnies.com Follow Jeff on LinkedIn – https://www.linkedin.com/in/jeffreybull/ Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

    37 min

  7. DEC 1

    Scott Marcus - Scaling Vital Farms & Blue Zones Kitchen

    On this episode, we’re joined by Scott Marcus, CEO and Co-Founder of Blue Zones Kitchen, the mission-driven frozen foods brand rooted in the research behind the world’s longest-lived communities.  After helping scale Vital Farms to the point of IPO and beyond, Scott set out to build a new kind of food company. Scott breaks down how he and his co-founders, Dan Buettner and Matt O’Hare, transformed decades of Blue Zones research into a modern CPG platform. We explore what it takes to build a Public Benefit Corporation from scratch, how the team approached R&D and formulation, and the principles guiding their product roadmap.  Scott also dives into packaging strategy, pricing, distributor and broker selection, and what he sees shifting across the frozen aisle and the broader better-for-you landscape. —--------------- Episode Highlights: 🌍 Turning the Blue Zones lifestyle into a CPG brand 🏢 The decision to be a Public Benefit Corporation 🧪 How clean, nutrient-dense R&D actually happens 🗺️ Structuring an intentional product roadmap 🚀 The core ingredients of a successful product launch 🎨 Packaging, color strategy & communicating trust 💲 Pricing strategy 🥶 Why the frozen section is changing faster than people realize 👀 The emerging brands + trends Scott is following —--------------- Table of Contents: 00:00 – Intro 00:55 – Blue Zones (Kitchen) overview 05:07 – Scott’s next adventure 07:44 – Crafting a compelling story 12:22 – Public Benefits Corporations 15:04 – Public Benefits Corps vs. Certified B Corps 17:54 – R&D and formulation 21:09 – Product roadmap strategy 22:56 – Keys to a successful new product launch 25:17 – Visual identity and packaging design 27:23 – Own a color (or not?) 29:23 – Pricing 35:11 – Distributors and brokers 42:04 – The frozen section 48:33 – Brands and trends Scott is watching —--------------- Links: Blue Zones Kitchen – https://bluezoneskitchen.com Follow Scott on LinkedIn – https://www.linkedin.com/in/scott-marcus/ Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

    51 min

  8. NOV 24

    Audrey Burger - Leading Primal Kitchen Post-Acquisition

    On this episode, we’re joined by Audrey Burger, the former President of Primal Kitchen and the founder of Pace Setters, a consultancy that helps CPG brands sharpen their strategy, strengthen their commercial foundations, and transition from an emerging brand into a long-standing, scalable business. With deep experience in go-to-market strategy, portfolio planning, retail storytelling, and post-acquisition integration, Audrey brings a rare blend of BigCo discipline and emerging-brand speed. Audrey breaks down what a retail-ready launch really requires and how she helps brands build smarter commercial plans, avoid preventable missteps, and grow shelf space over time. She also unpacks the rise of private label, category dynamics she’s watching, and what the strongest brands do differently when entering new channels. —--------------- Episode Highlights: 📈 How brands can build a sharper commercial engine 🛒 The anatomy of a retail-ready product launch 🧮 Forecasting mistakes that cost brands real money 🧱 How to earn and grow shelf space over time 🧪 Why brands actually launch new SKUs—and how to know if you should 🏭 Integrating new SKUs into operations without chaos 🖥️ Optimizing PDPs for velocity and conversion 📦 Packaging design that improves shopability and brand recall 🤝 What it’s like joining a newly acquired & integrated CPG team 🏪 The accelerating rise of private label 🔭 Trends and brands Audrey is paying attention to in 2025 —--------------- Table of Contents: 00:00:00 - Intro 00:50:02 - How Audrey is helping brands 02:37:28 - A well-rounded retail ready launch plan 04:33:11 - Common forecasting pitfalls 07:54:13 - Fighting for more shelf space over time 10:32:02 - Why a brand launches a new SKU 12:27:24 - The keys to a successful product launch 14:30:05 - Integrating new SKUs into the production schedule 16:20:15 - Optimizing product detail pages 18:16:08 - Packaging design 26:15:18 - Joining a newly acquired and integrated team 31:09:24 - The rise of private label 35:55:00 - Trends and brands Audrey is watching —--------------- Links: Pace Setters – https://pacesetterscpg.com Follow Audrey on LinkedIn – https://www.linkedin.com/in/audreyfburger Follow Audrey's Substack – https://pacesetterscpg.substack.com/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

    38 min
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5
out of 5
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About

If you’ve ever thought, "Why doesn’t anyone talk about this in CPG?", this is the podcast for you. Host, Adam Steinberg, co-founder of KitPrint, interviews CPG leaders to uncover the real-world tactics, strategies, and behind-the-scenes insights that really move the needle.

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