Bulletproof Your CPG Brand

Daniel Lohman
  • 5.0 (22)
  • Entrepreneurship
  • Updated Daily

Most CPG brands don't have a growth problem—they have a visibility problem. Your data shows what happened, but not why it happened or what to do next. That gap is where brands waste trade spend, miss opportunities, and run out of runway. Bulletproof Your CPG Brand, hosted by Daniel Lohman, helps CPG founders extend runway, improve retail execution, and make smarter decisions faster. Combining real-world retail strategy and decades of expert experience with AI-driven insights to help founders make smarter decisions faster. Learn how to: 
• understand real shopper behavior
 • improve trade marketing ROI
 • uncover hidden growth opportunities
 • compete with larger brands using better strategy—not bigger budgets This channel combines category management, trade marketing, shopper insights, and AI-driven insights to help you win in retail and e-commerce. 👉 Subscribe and start seeing what others miss. Build a Bulletproof Your CPG Brand

  1. Functional Foods and AI: Why This Is The Next Big Retail Trend With Suzie Yorke, The Little Cacao Co.

    3d ago

    Functional Foods and AI: Why This Is The Next Big Retail Trend With Suzie Yorke, The Little Cacao Co.

    323. The brands that win long term are rarely the brands chasing short-term trends. They are the brands that understand: • changing shopper behavior • emerging category shifts • evolving health priorities • and how to position products before the market fully catches up In this episode, I sit down with Suzie Yorke to discuss: • functional foods • healthier chocolate • category evolution • founder-led innovation • brand positioning • scaling mission-based brands • emerging health trends • and what smaller brands can learn from large CPG experience Suzie shares her journey from: • Procter & Gamble • Heinz • Weight Watchers • and other major CPG leadership roles… …to launching mission-driven brands focused on solving real consumer needs. We also discuss: • why positioning matters more than most founders realize • how category trends evolve • why healthier chocolate is becoming a major opportunity • what founders still misunderstand about the first 3 Ps • how mission-based brands build stronger loyalty • and why founder conviction matters during uncertainty One of the biggest takeaways: The brands that deeply understand where the shopper is going gain an enormous advantage before competitors fully react. Download the free 15-Minute CPG Runway Leak Finder™ at RetailSolved.com/findleaks ⏰ Timecodes  04:43 Why Love Good Fats 06:30 New trend shifts To watch 08:23 The move to fractional opportunities  09:59 The lead up to the The Little Cacao Co 12:37 Cacao beans are full or health flavanols  15:54 About the healthier chocolate that comes from the land 17:58 My superpower - building a brand. I got the 3P's 20:05 The line of great tasting vitamins   20:47 Developing the proof of concept 21:04 The added benefit of better absorption  21:24 The magic behind our sleep 21:52 Our functional chocolate with protein 26:17 Major changes in the cacao landscape  30:44 My mission to help entrepreneurial brands - how I help 36:10 How to leverage AI in your CPG business 42:20 Were to find The Little Cacao Co

    45 min
  2. Margins Tightening? It's Not What You Think

    3d ago

    Margins Tightening? It's Not What You Think

    322. Most CPG founders are feeling pressure from every direction right now. Costs are rising. Retailers expect more. Promotions are harder to predict. Shoppers are becoming more cautious. And margins are getting compressed everywhere. The dangerous part? Many founders react before they fully understand where the pressure is actually coming from. And that confusion gets expensive. In this episode, I break down the real reason growth feels harder right now — even when sales are increasing — and why most brands do not have a spend problem. They have a visibility problem. I also unpack the four pillars of the Retail Clarity Framework™: • Internal — What happened? • Shopper — Why did it happen? • Competitive — What influenced it? • Predictive — What should happen next? We discuss: • hidden profit leaks • promotion ROI • execution gaps • deduction prevention • retailer trust • shopper behavior • category dynamics • decision quality • margin protection • and how smaller brands can compete smarter without bigger budgets Before you raise more money, find the money already leaking inside your business. Download the free 15-Minute CPG Runway Leak Finder™ at RetailSolved.com/findleaks 👉 Listen to the full episode 322 Margins Tightening? It's Not What You Think.  Listen on the podcast page: https://RetailSolved.com/session322 ⏰ Timecodes  03:09 WHY THIS MATTERS RIGHT NOW 04:06 Now consider this, That is a CPG margin problem 04:43 But that does not mean smaller brands are powerless 04:53 THE ORIGIN OF RETAIL CLARITY 06:04 And where there is a blind spot… There is usually a leak 06:09 You cannot fix what you cannot clearly see 06:17 THE QUESTION THAT CHANGED EVERYTHING 06:48 That question is the heart of Retail Clarity. 07:16 The brands that understand that gain an unfair competitive advantage 07:20 The Retail Clarity Framework has four pillars 08:02 This is where brands start leaking: 08:29 Retailers want: 09:12 Retailers reward clarity. They reward brands that help them win. 09:53 This is where smaller brands can beat larger brands 11:48 This is where the first three pillars come together 12:18 And when uncertainty increases, decision quality matters more 12:51 Getting on the shelf is the easy part. The hard work begins 13:36 But something didn't feel right to me 15:12 Whenever a retailer adds or removes items from a category, 15:25 when shoppers stop finding what they want, they often … 16:15 Now let's recap what happened 16:30 Think about the difference between those two outcomes 16:41 And here's why this matters so much right now 17:11 And this is how you build an unfair competitive advantage. 17:18 Here are three leaks founders should evaluate this week 18:00 And many deductions begin much earlier than brands realize 19:21 And if you want help identifying those leaks, 19:32 Go to: RetailSolved.com/findleaks 19:52 The goal is to stop funding what is not working 20:08 Smaller brands absolutely can compete in this environment

    23 min
  3. Most Brands Miss This Critical Step After Production With Caitlin Wilson, FULL GOOD

    May 19

    Most Brands Miss This Critical Step After Production With Caitlin Wilson, FULL GOOD

    321. But very few spend enough time thinking about what happens AFTER manufacturing. And that blind spot quietly creates: • operational friction • retailer problems • deduction exposure • execution failures • damaged customer experiences • and hidden profit leaks In this episode, I sit down with Caitlin to discuss why operational clarity, fulfillment, packaging, communication, and execution discipline matter far more than most founders realize. We discuss: • how fulfillment impacts retailer trust • why operational mistakes create downstream margin pressure • hidden costs most founders never calculate • how poor execution quietly drains runway • direct-to-consumer vs wholesale fulfillment strategy • preventing deductions before they happen • why details like packaging, counts, labels, and communication matter • and how better operational systems help brands compete smarter This episode is packed with practical advice founders can apply immediately to improve execution, reduce friction, and protect runway. Download the free 15-Minute CPG Runway Leak Finder™ at RetailSolved.com/findleaks. No friction, no email required.  ⏰ Timecodes  00:06 The importance of influencer and buyer boxes 03:33 We solve: the lack of support for brands with fulfillment  05:35 Why you need the execution of the orders 07:20 What brands need to know to be successful  08:44 We specialize in DTC white glove approach 10:13 We are an extension of your brand 11:38 We simplify how your brand is represented  12:39 How your brand aligns with your COGS - with fulfillment  13:26 We show you what's possible  15:59 We provide another set of eyes - a different perspective  17:12 We want things to be perfect for you 18:19 We help you with retail operational strategy  19:59 We help make retail execution frictionless  20:49 You need to know who you are selling to, including the retailer 22:49 Why you need an EDI partner and what does that mean 24:57 Why you need to know your retailers expectations  27:06 Why you need to ask good questions with buyers 29:03 Why attention to every detail matters 36:00 What comes next 37:34 Why great partnerships matter

    41 min
  4. Most Brands Don't Have a Spend Problem—They Have This

    May 13

    Most Brands Don't Have a Spend Problem—They Have This

    320. Margins are tighter. Costs are rising. Retailers still expect performance. And most founders are working harder just to maintain momentum. But here's the uncomfortable truth: Most brands do not have a spend problem. They have a clarity problem. In this episode, I break down why so many CPG brands are quietly leaking: cash margin execution retailer trust visibility and decision quality We discuss: why dashboards alone do not create clarity how hidden operational leaks compound over time why many promotions subsidize sales instead of creating demand how retailers actually evaluate your brand the 7 hidden leaks draining runway and how the Retail Clarity Framework™ helps founders compete smarter This is one of the most important strategic episodes I've recorded because it changes how founders think about growth, trade spend, execution, and profitability. Download the free 15-Minute CPG Runway Leak Finder™ at RetailSolved.com Listen to the entire Bulletproof Your CPG Brand episode at RetailSolved.com/session320 #CPG #RetailStrategy #TradeMarketing #RetailExecution #ShopperInsights #CategoryManagement #BrandGrowth #RetailClarity   ⏰ Timecodes  00:16 founders ask "Why does it feel like we're working harder just to maintain momentum?" 01:56 The real problem 02:43 Now consider this 03:16 Let me give you some context 04:03 But margin pressure is:  04:46 This is one of the biggest blind spots in CPG right now 05:15 In stable environments, historical data can often guide future decisions reasonably well 05:21 But this is not a stable environment 05:42 And incomplete context creates expensive decisions 06:29 RETAILERS SEE THIS DIFFERENTLY 07:37 THE RETAIL CLARITY FRAMEWORK 07:52 1. Internal — What happened? 08:13 2. Shopper — Why did it happen? 08:56 3. Competitive — What influenced it? 09:31 4. Predictive — What should we do next? 09:54 THE 7 HIDDEN LEAKS 12:31 Here is a strategic reframe 13:56 Here are some actionable takeaways 15:02 Here's something that will help

    19 min
  5. Everything feels harder right now - Why Your Strategy Isn't Working Anymore

    May 6

    Everything feels harder right now - Why Your Strategy Isn't Working Anymore

    319. Everything feels harder right now—costs are rising, demand is slowing, and margins are getting squeezed. If you're doing everything right but still not seeing predictable growth… you're not alone. Here's the problem: most brands are making decisions based on data—but not understanding what's actually driving performance. In this episode, I break down: Why data alone is not enough The difference between data and insight Why promotions often hurt more than help Why forecasting is failing right now How to identify where you're losing leverage Because this isn't a strategy problem. It's a clarity problem. 👉 Get the FREE 15-Minute Trade Spend Leak Finder guide at RetailSolved.com/findleaks No opt-in. No friction. Just a practical tool founders can use to quickly identify where margin, cash, trade spend, execution, and decision quality may be quietly leaking runway.   ⏰ Timecodes  01:54 What am I missing in this challenging economy  02:04 Strategies that worked before don't always work the same way now 02:22 Here's the problem 02:34 That approach is reactive. Not strategic. 02:49 Here the Shift 03:01 The real issue is clarity 03:21 Here's a real life example 04:22 The data didn't tell them what to do next 04:36 Data vs Insight 05:02 But in an unstable environment… 05:06 If behavior changes, then historical data becomes less predictive 05:29 Why Forecasting Fails Right Now 05:54 Here's the Framework 06:38 Here's how to apply this and make it actionable today 06:45 You start by identifying where you're losing leverage 07:35 But availability is not the same as visibility 06:37 Lets bring this all together 08:12 Here's The key takeaway 08:37 Here's Your next step

    10 min
  6. Your biggest retail mistake (it's not what you think) With Hank Watt, Nature's Wild Berry

    May 5

    Your biggest retail mistake (it's not what you think) With Hank Watt, Nature's Wild Berry

    318. Your biggest retail mistake (it's not what you think) Your product isn't failing because it's bad—it's failing because shoppers don't understand it fast enough. That gap is costing you sales, shelf space, and runway. In this episode, I sit down with a founder whose product creates an instant "wow" reaction—but only when people experience it. That's where most brands get stuck. We break down: • Why product market fit is more than "people like it" • How shopper behavior determines repeat sales • Why Amazon became the breakthrough channel • The real role of demos, education, and positioning • How to scale a product that doesn't explain itself This is a masterclass in turning curiosity into conversion—and experience into repeat purchase. If your product isn't moving, this episode will show you why. 👉 Listen to the full episode and download the free guide: retailsolved.com/session318

    1h 12m
  7. Your Competitors Are Using Demos Wrong (And You Are Too) With Andrew Therrien, Samplers

    Apr 29

    Your Competitors Are Using Demos Wrong (And You Are Too) With Andrew Therrien, Samplers

    317. From Checkpoint to Growth Engine: Reimagining In-Store Sampling Most brands treat demos like a checkbox. Hand out samples, move on, hope sales follow. That approach fails—and it matters because you're wasting money while missing one of the most powerful growth levers in retail. In this episode, I sit down with Andrew from Samplers to break down how in-store demos should actually work. You'll learn why demos are not events—they're systems, how to turn trial into repeat and habit, why base sales (not spikes) are what matter, and how professional execution, training, and storytelling dramatically improve results. We also unpack how demos provide real-time shopper feedback that can reshape your product, messaging, and growth strategy—often faster and cheaper than traditional research. Sampling doesn't grow brands. Strategy does. Download the Retail Audit Checklist at RetailSolved.com/session317 and start identifying the gaps in execution, placement, and promotion that are costing you sales. Download the free The 15-Minute Trade Spend Leak Finder at RetailSolved.com/findlinks ⏰ Timecodes  03:20 Why Samplers - The Purpose Of Demos 05:59 What Actually Drives Base Sales 10:39 The Biggest Mistakes Brands Make 11:56 The Right Model: Demos as a System 14:30 Base Sales Defined - Your Strategic Growth Lever 17:46 The "In-Store Funnel" Framework 18:51 Retailer Perspective  22:14 ROI Framework: Making Demos Financially Make Sense 22:33 How To Get Incremental Opportunities Not Available To Other Brands 25:34 Demos - Your Secret Weapon To Grow Sales And Loyal Customers 27:33 Actionable Playbook for Brands 29:47 Elevating the Industry 35:23 Why Retail Execution Matters 38:09 Why Training Matters - Use Assisted Sales Professionals 40:08 Case Study / Real-World Application 42:51 Confidence Matters - Partner With The Right Company 45:32 Recap - Why Samplers 46:39 Choose The Right Model 51:46 Make Every Product Experience A Success

    59 min
  8. CPG Brands Are Doing This Wrong | Retail Strategy

    Apr 27 ·  Video

    CPG Brands Are Doing This Wrong | Retail Strategy

    316. You have data. Reports. Dashboards. And still… you don't know what to do next. Which SKU should you scale? What should you produce? Why didn't that promotion work? That's not a data problem—and it matters because guessing leads to wasted spend, missed opportunities, and slower growth. In this episode, I break down why most CPG brands get stuck even with great data—and how to fix it using the Retail Clarity Framework™. You'll learn how to move beyond internal reports by understanding shopper behavior, shelf dynamics, and competitive context so you can make better decisions faster. Data tells you what happened. The shopper explains why. Clarity determines what happens next. Download the 15-Minute Clarity Audit at RetailSolved.com/session316 and start connecting the dots in your business. Then listen to related episodes on trade spend, forecasting, and execution to go deeper and extend your runway. Download the free The 15-Minute Trade Spend Leak Finder at RetailSolved.com/findlinks 00:40 The STORY — When There Was No Data to Rely On 01:37 The Shift … I Used Trade strategy Thinking to Solve It 02:08 This is How We Actually Solved It 02:51 The RESULT — From Guessing to Predictable Growth 03:17 The INSIGHT — Why Most Brands Get This Wrong 03:38 The Break Down — Where "Why" Actually Comes From 04:00 Use This Framework 04:52 The BRIDGE — Why This Matters for You Right Now 05:09 Focus first on the LEAKS — Where to Apply This Immediately 05:56 Do this  — The 15-Minute Clarity Audit 06:28 Your Next Step 07:06 Recap - Here's the shift

    10 min
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5
out of 5
22 Ratings

About

Most CPG brands don't have a growth problem—they have a visibility problem. Your data shows what happened, but not why it happened or what to do next. That gap is where brands waste trade spend, miss opportunities, and run out of runway. Bulletproof Your CPG Brand, hosted by Daniel Lohman, helps CPG founders extend runway, improve retail execution, and make smarter decisions faster. Combining real-world retail strategy and decades of expert experience with AI-driven insights to help founders make smarter decisions faster. Learn how to: 
• understand real shopper behavior
 • improve trade marketing ROI
 • uncover hidden growth opportunities
 • compete with larger brands using better strategy—not bigger budgets This channel combines category management, trade marketing, shopper insights, and AI-driven insights to help you win in retail and e-commerce. 👉 Subscribe and start seeing what others miss. Build a Bulletproof Your CPG Brand

Information

  • Creator
    Daniel Lohman
  • Years Active
    2017 - 2026
  • Episodes
    323
  • Rating
    Clean
  • Copyright
    © Copyright 2016-2026 | CMS4CPG LLC
  • Show Website
    Bulletproof Your CPG Brand

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