Unpackaged Goods

Jonathan Deeter
  • 5.0 (4)
  • INVESTING

Spilling the real stories behind CPG brands. Host Jonathan Deeter unpacks founder journeys, industry news, and what it really takes to build consumer brands. Presented by Deet's Eats Media, a Pickle Advisors company. 

  1. 3D AGO

    From Poker Player Oats to Artisan Challah: 5 Humans Behind the Hustle

    This week I took over The Shelf NYC for a special edition of "The Humans Behind the Hustle" - diving deep into the stories of five incredible food founders who are building authentic brands through relentless execution and genuine passion. In this episode: [0:00-29:00] This Week's CPG Chaos Former poker player Brian Tate raises $45M for Oats Overnight after hitting $200M revenueBen Stiller's distribution-first soda strategy proves celebrity brands can workOnce Upon a Farm kicks off $200M+ IPO roadshow for premium kids' nutritionAmazon abandons all grocery stores except Whole Foods in massive retreatTHC beverages officially hit Chicago Bulls gamesGood Bacteria raises $3.2M to "rewild" the American microbiomeWhy 2026 is the year every business rule got thrown out the window[29:00-31:00] Bous Cous - Authentic Middle Eastern Heritage The founder's mission to bring real couscous to American tables, navigating cultural positioning, and building trust around heritage ingredients. [31:00-33:00] Challah Hallah - Artisanal Bread at Scale From neighborhood bakery to retail distribution while maintaining traditional quality, building community around heritage bread, and the operational nightmares of scaling fresh products. [33:00-34:30] Livis Dates - Premium Date Revolution Transforming dates from basic snacking to gourmet experiences, managing complex supply chains, and creating luxury in commodity categories. [34:30-35:30] G's Cheese - Specialty Dairy Innovation Taking on established cottage cheese giants, perfecting the artisanal-to-mainstream transition, and why authentic cottage cheese innovation matters in an oversaturated market. [35:30-37:30] Eza Chia Cups - Superfoods Made Simple Making nutrient-dense foods convenient for busy lives, cracking the grab-and-go healthy snack code, and the manufacturing challenges of chia-based products. The Bigger Story: While CPG giants chase trends and venture-backed brands burn cash, these founders prove that authenticity, quality, and solving real problems still create lasting value. The Shelf represents the future of food discovery - where genuine innovation meets real consumers. Subscribe wherever you listen: Apple, Spotify, YouTube Newsletter: The Deeter Digest (link in bio) What founder story resonated most? Let us know in the comments.

    37 min

  2. JAN 22

    $10M for Alcoholic Gatorade + Michael Zabar's Coffee Shop Revolution

    This week in CPG was absolute chaos. Tom Brady's selling protein powder, Beyond Meat launched beverages, and someone raised $10 million for alcoholic sports drinks that taste like Gatorade. Categories officially don't exist anymore. In this episode: [0:00-25:00] This Week's CPG Madness SpikedAde's brilliant $10M sports drink cocktail thesisTom Brady and Mike Repole's NOBULL nutrition expansionBeyond Meat's desperate beverage pivot$110M+ in M&A deals including Kroger's strategic acquisitionsAG1's Vitamin Shoppe conquest and Target's premium food accelerationWhy category convergence is accelerating exponentially[25:00-60:00] Michael Zabar Interview - Building Motif From Zabar family legacy to coffee innovationWhy coffee shops are stuck with terrible syrup optionsThe strategic four-flavor launch (Pistachio, Cinnamon Babka, Vanilla, Chocolate)Competing against International Delight and Torani giantsPlans for retail expansion beyond the coffee shop channelBuilding naturally flavored products in an artificial worldKey Takeaway: Whether you're making coffee syrups or sports drink cocktails, follow customer behavior, not category definitions. Subscribe: Apple, Spotify, YouTube | Newsletter: Substack - The Deeter Digest

    59 min
  3. Why Cottage Cheese Is Worth More Than Your Startup & THC Infiltrates Grocery Stores

    JAN 13

    Why Cottage Cheese Is Worth More Than Your Startup & THC Infiltrates Grocery Stores

    Episode 12: The $500 Million Cottage Cheese Economy L Catterton just valued cottage cheese at half a billion dollars. Sprouts put THC drinks next to kombucha. Parents paid $15M to hide vegetables in waffles. And someone put mushrooms in fake martinis. Welcome to CPG in 2026. IN THIS EPISODE: [2:30] - Why Good Culture's $500M+ valuation actually makes sense [10:30] - How Sprouts just legitimized the entire THC beverage category [17:30] - The hidden vegetable economy and why parents will pay anything [23:30] - Zero-proof cocktails get functional (because of course they do) [28:30] - Rapid fire: Clear protein, Honey Mama's at Costco, AB InBev dominance [36:30] - The Optimization Economy: Have we gone too far? [41:30] - Predictions for 2026 and what this means for your brand KEY TOPICS: Good Culture's path from farmers market to $500M valuationWhy forgotten categories hide billion-dollar opportunitiesSprouts' 120-store THC rollout and what happens nextThe psychology of hiding vegetables in kids' foodHow AB InBev is winning the RTD cocktail warsWhy everything needs protein and adaptogens nowThe blueprint for modern CPG successMENTIONED BRANDS: Good Culture, L Catterton, Manna Tree Partners, Sprouts Farmers Market, Cann, Jeng, Evergreen, Dry & Dirty, Bloom Nutrition, Honey Mama's, AB InBev, Cutwater, BeatBox, MUD\WTR, RYZE, Ritual, Target, Costco, Whole Foods EPISODE HIGHLIGHTS: "They're not buying cottage cheese. They're buying the ability to convince millennials that forgotten foods are cool again.""When Sprouts says cannabis is groceries, the regulatory moat just disappeared.""We've turned eating into a complex optimization problem. And somehow, it's working.""The next billion-dollar brand is probably in your grandma's pantry right now."ABOUT THE SHOW: Unpackaged Goods is the CPG industry's source for unfiltered analysis, founder stories, and insights into what's really selling. Hosted by Jonathan Deeter, founder of Pickle Advisors and Deets Eats Media. CONNECT WITH JONATHAN: 📧 Newsletter: The Deeter Digest (subscribe at [https://substack.com/@deetseatsnyc]) 📱 Instagram/TikTok: @deetseatsnyc 💼 Advisory: pickleadvisors.com ✉️ Email: jonathan@pickleadvisors.com SUPPORT THE SHOW: Subscribe on Apple Podcasts, Spotify, or YouTubeLeave a 5-star review (it really helps!)Share with someone building a CPG brandSubscribe to The Deeter Digest for weekly CPG analysis

    25 min

  4. JAN 7

    Australia Buys California & Other 2026 CPG Shockers

    Unpackaged Goods Episode 11: The $200 Frying Pan Economy Welcome to 2026, where your cookware costs more than your groceries and the Poppi founder is already building his next billion-dollar brand. In this week's episode, we break down: 🚀 The Poppi Playbook 2.0: Why Stephen Ellsworth immediately joined DropOut Companies after his $2B PepsiCo exit to launch Bronco breakfast sandwiches (and why Tyson should be terrified) 🌏 Australia Buys California: The $173.5M Cobram Estate acquisition that just changed your olive oil forever - and what it signals about agricultural imperialism 💊 100 Million Gummies: How First Day quietly built a vitamin empire without celebrities, viral marketing, or VC hype 🛒 Private Label's Hostile Takeover: Store brands hit 21.2% market share with 74% quality perception - why national brands are officially on defense 🍳 The PFAS Apocalypse: January 1st bans in Maine, Connecticut, and Vermont just made "clean" products a luxury category (yes, your non-stick pan really costs $200 now) 📦 The Infrastructure Wars: Walmart's $152M Arizona play, Amazon's grocery panic, and why supply chain excellence is the new brand differentiation Plus: Jonathan's 2026 predictions, why ceramic coating technology is actually fascinating, and which CPG categories are ripe for disruption this year. Whether you're a founder, investor, or just someone who shops for groceries, this episode explains why everything about consumer packaged goods just changed overnight. Listen now on Apple Podcasts, Spotify, or wherever you get your podcasts. Follow @unpackagedgoodspod and @deetseatsnyc for daily CPG insights

    25 min
  5. Why $490M Is Better Than $700M + L'Oreal's Billion Euro License Problem

    12/09/2025

    Why $490M Is Better Than $700M + L'Oreal's Billion Euro License Problem

    In Episode 10 of Unpackaged Goods, we correct last week's mistake: Reuters revised the BeatBox acquisition to $490 million for 85% (not $700 million outright). The real numbers tell an even better story about discipline returning to CPG M&A – AB InBev paying just 1.4x retail sales with a smart earnout structure. Then we explore L'Oreal's interest in acquiring Armani Beauty – a €1.5 billion business they already operate under license until 2050. Why buy what you already run? Because ownership beats renting, even with 25 years left on the lease. We also celebrate Borough Broth's £7.5 million raise after 9 years of bootstrapping to £10 million revenue. Started with just £6K, this is what patient building looks like in an impatient industry. Other stories this week: AMASS launches sparkling protein water (because water needs gains?)Mike's Hot Honey enters beverages with barista syrupREI invests in Dune Suncare through Path Ahead VenturesLVMH backs BDK Parfums at 45% growthSnif launches Notewrks cologne line at $40M revenue run rateEveryone adds protein to everything – peak supplementation achievedFrom corrected valuations to patient capital to protein water absurdity, this episode explores what happens when discipline meets desperation in modern CPG. Listen on Apple Podcasts, Spotify, YouTube, or wherever you get your podcasts.

    22 min
  6. BeatBox's $700M Exit, Suja's IPO Gamble & Why Every Fund Just Raised Hundreds of Millions

    11/25/2025

    BeatBox's $700M Exit, Suja's IPO Gamble & Why Every Fund Just Raised Hundreds of Millions

    In Episode 9 of Unpackaged Goods, we unpack Anheuser-Busch's $700 million acquisition of BeatBox Beverages – a surprisingly rational 2.8x revenue multiple that signals discipline returning to CPG M&A. Plus, Suja Life's bold IPO filing tests whether Wall Street is ready for another juice story (spoiler: they better have a platform pitch). Then we dive into the great fund raising bonanza of 2025: Monogram Capital: $350M for Fund III ($1.75B AUM)Prelude Growth: $600M after scoring exits from PHLUR and 8GreensWhy every fund is suddenly flush with LP capital againWhat this means for CPG valuations going forwardOther stories this week: Perelel raises $27M from Prelude for women's health expansionBUILT opens second Utah factory, creating 500 jobsBUM Energy's 800% growth and talent raid from Liquid DeathYETI's puzzling $38M acquisition of Helimix shaker bottlesOddity launches telehealth dermatology platform MethodiqBellRing Brands delivers 16% growth in Q4From rational exits to loaded funds to actual factory construction, this episode explores why CPG's adults are finally back in charge. Listen on Apple Podcasts, Spotify, YouTube, or wherever you get your podcasts.

    16 min
  7. $49B for Band-Aids + Dirty Gut's No-BS Approach to Digestive Health

    11/08/2025

    $49B for Band-Aids + Dirty Gut's No-BS Approach to Digestive Health

    In Episode 8 of Unpackaged Goods, we unpack the biggest CPG deal of the decade: Kimberly-Clark's $49 billion acquisition of Kenvue (Tylenol, Band-Aid, Neutrogena). Plus, Mid-Day Squares proves you don't need venture capital to scale, announcing plans to triple manufacturing capacity using cash flow and debt. Then, Daniel from Dirty Gut joins us to discuss: Why he named his gut health brand "Dirty Gut" instead of something safeBuilding an education-first supplement brand that actually talks about poopThe Gut Reset Kit system approach vs. single supplementsCompeting with $100M-funded wellness brands on a bootstrap budgetMaking digestive health conversations mainstream (and profitable)Other stories this week: Cymbiotika raises $25M at $150M revenue (Post Malone, Daymond John invest)Dua Lipa launches skincare with Augustinus BaderWELD introduces 18g protein energy drinksVital Farms delivers 37% growth in Q3Celebrity CPG continues with Alex Cooper's energy playFrom $49B acquisitions to brands tackling taboo topics, this episode explores the different paths to CPG success - and why the uncomfortable conversations might be the best opportunities. Listen on Apple Podcasts, Spotify, YouTube, or wherever you get your podcasts.

    37 min
  8. Djokovic Makes Popcorn, Recess Raises $30M & Stesh Founders on Taking Pistachio Butter Luxury

    11/03/2025

    Djokovic Makes Popcorn, Recess Raises $30M & Stesh Founders on Taking Pistachio Butter Luxury

    In Episode 7 of Unpackaged Goods, we cover the biggest moves in CPG this week, including Recess's $30M Series B as they expand beyond CBD, Fruitist's $150M raise at $400M revenue, and Target's aggressive push into wellness shots. Then, we sit down with the founders of Stesh to discuss how they're revolutionizing the nut butter category with premium California pistachio butter.  We explore: Building a luxury brand in a commodity categoryThe challenges of pistachio sourcing and productionConverting consumers at premium price pointsTheir vision for expanding beyond traditional nut buttersPlus: A critical segment on the SNAP benefits crisis affecting 42 million Americans. As the government shutdown threatens food assistance, we discuss how CPG brands can help make their products accessible to everyone - because premium doesn't have to mean exclusive. Other stories this week: Novak Djokovic joins Cob as co-founder (sorghum popcorn)Chomps opens second manufacturing facilityMan Cereal launches with creatine-infused breakfastMagic Mind, Supergut, and more score major distribution winsListen on Apple Podcasts, Spotify, YouTube, or wherever you get your podcasts. #CPG #Entrepreneurship #FoodJustice #UnpackagedGoods #ConsumerGoods

    37 min
See All (14)

Ratings & Reviews

5
out of 5
4 Ratings

About

Spilling the real stories behind CPG brands. Host Jonathan Deeter unpacks founder journeys, industry news, and what it really takes to build consumer brands. Presented by Deet's Eats Media, a Pickle Advisors company. 

Information

  • Creator
    Jonathan Deeter
  • Years Active
    2025 - 2026
  • Episodes
    14
  • Rating
    Clean
  • Copyright
    © 2026 Unpackaged Goods
  • Show Website
    Unpackaged Goods