The Startup CPG Podcast

Startup CPG
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The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.

  1. 19h ago

    #269 Retailer Spotlight: Mariano's, with Amanda Puck

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Amanda Puck, Vice President of Communications and Brand Development for Roundy's, for the "Mariano's 101" episode listeners have been asking for. Amanda has been with Mariano's since 2014, working in the grocery retail business after years in restaurants and a lifelong love of grocery shopping that started as a kid clipping coupons with her grandmother. Today she leads communications, brand strategy, and community engagement for Mariano's and Metro Market, both banners of Kroger with deep Midwest roots dating back 150 years to Roundy's founding. Daniel and Amanda dig into what makes Mariano's feel like a European-style food discovery market, how the team runs its twice-yearly "What's Next at Mariano's" local vendor search, the exact requirements brands need (a GS1 barcode, a distributor, a sampling plan) to get considered, and real examples of local brands, from Ava's Pet Palace to Caruso Provisions, that found success on Mariano's shelves. Listen in as they discuss: What makes Mariano's and Metro Market feel like a European-style food discovery marketMidwest-specific food trends, from cheese and cheese curds to frozen pizza and Chicago classicsHow Mariano's meets customers wherever they are, from quick app pickup orders to in-store discoveryHow Mariano's shows up for the community, including partnerships with local nonprofits and chefsThe twice-yearly "What's Next at Mariano's" and "What's Next at Metro Market" vendor search programThe core requirements every local brand needs before pitching, including a GS1 barcode and a distributorWhy grassroots in-store sampling remains one of the most effective ways to drive real sales conversionReal success stories from local vendors, including Ava's Pet Palace, Laos to Your House, and Caruso ProvisionsThe distributors Mariano's works with most often, including KeHE, Norman, and JFIWhat categories and trends Mariano's is most excited about right now, from protein snacks to pet food Episode Links: Amanda Puck LinkedIn: www.linkedin.com/in/amanda-puck-2734745Amanda Puck Instagram: @amandapuckMariano's LinkedIn: www.linkedin.com/company/mariano's/homeMariano's Website: www.marianos.comMariano's Instagram: @marianosmarketLocal vendor inquiries: welovelocal@roundys.com    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 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 (40K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

  2. 3d ago

    Partnership Not Ownership: Inside Main Post Partners' Investment Approach

    In this Investor Spotlight, host Hannah Dittman sits down with Tara Hyland, Principal at Main Post Partners, to break down how growth equity differs from venture capital and what founders should understand about building an enduring consumer business. Tara's path to Main Post started in investment banking on a consumer-focused food and beverage team, followed by a move into private equity at Swander Pace Capital. She joined Main Post, a consumer-focused private equity firm known for its "partnership not ownership" philosophy, in 2020, and works primarily with founder-led businesses navigating their first institutional capital raise. Hannah and Tara dig into the key pillars Main Post considers during diligence, why management team strength is so critical to an investment decision, what investors actually mean when they call a company a "lifestyle business," how investors evaluate exit potential, and what separates a great business from one that's truly ready for institutional capital. Listen in as they discuss: How Main Post's growth equity approach differs from venture capital and private equityThe firm's investment criteria, check sizes, and its "partnership not ownership" philosophyThe Main Post mentorship group, and how the firm supports founders beyond just capitalWhat exit potential really means, and how investors evaluate a business's remaining "white space"The financial benchmarks (growth rate, gross margin, differentiation) common across Main Post's successful exitsWhy a strong, scalable management team matters as much as the product itselfThe difference between a strategic buyer looking for portfolio protection versus a true portfolio gapWhat Main Post looks for in early diligence conversations, from brand differentiation to founder buy-inWhy omnichannel presence, not just strong DTC metrics, has become critical for CPG investment todayWhat investors mean by a "lifestyle business," and why it isn't necessarily a bad thing Episode Links: Tara Hyland LinkedIn: www.linkedin.com/in/tara-hyland-60a94021Main Post Partners LinkedIn: www.linkedin.com/company/mainpostpartners/homeMain Post Partners Website: www.mainpostpartners.comContact Tara directly: thyland@mainpostpartners.com  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 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 (40K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

  3. 4d ago

    Why This Architect is Choosing to Build a National CPG Wellness Brand

    In this Founder Feature, host Caitlin Bricker sits down with Jane Kate Wong, founder of Noon World, a cognitive wellness company making dual-layer gummies designed for mind, mood, focus, chill, and sleep. Jane's path to Noon ran through architecture, where she designed urban planning projects, high-end residential and commercial spaces, and cultural centers, before moving into interaction design at Nike, Google, and Apple. After burning out from that work, she built Noon as a culmination of her interests in design, technology, and health, focused on what she believes is the next frontier of wellness: cognition. Her design background shows up everywhere in the brand, from the minimalist, neuro-aesthetic booth that stood out at Expo West 2025 to the scientifically engineered dual-layer gummy format built for better bioavailability. Caitlin and Jane dig into why Noon deliberately avoided conventional grocery retail early on, what led to a nationwide Target rollout instead, how the brand uses UGC and partnerships with names like Valentino and Adidas to build trust without traditional in-store demos, and why she believes patience and integrity, not fast wins, are what will separate lasting wellness brands from the rest. Listen in as they discuss: What Noon World is, and how it's built around cognitive wellness rather than a single use caseThe neuro-aesthetic thinking behind Noon's standout, minimalist Expo West 2025 boothHow Jane's background in architecture and interaction design at Nike, Google, and Apple shapes Noon's product philosophyWhy Noon's dual-layer, dual-cast gummy format was engineered for better ingredient loading and faster absorptionWhy Noon initially failed at conventional grocery retail, and what that taught Jane about her categoryHow Noon's nationwide Target rollout differs from a typical CPG retail launch strategyWhy Noon relies on UGC and partnerships (like one with Hummingbirds) instead of in-store demos to educate shoppersThe unconventional brand partnerships Noon has built with Valentino, Adidas, Goop, and othersThe difference between "optimizing" and "calibrating" your mind, and how that shapes Noon's product designJane's advice to wellness founders: hold onto integrity and long-term thinking in a crowded, trend-driven category Want to connect with buyers, investors, and industry experts in real time?  Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more.  Just text CPG to 833-605-7002 and we'll get in touch. Episode Links: Jane Kate Wong LinkedIn: www.linkedin.com/in/janekatewongNoon World LinkedIn: www.linkedin.com/company/noonworldNoon World Website: www.noon.worldNoon World Instagram: @itsnoon.worldDon'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 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 (40K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: https://www.linkedin.com/in/caitlinbricker/Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

  4. Sep 29

    #268 The Rise of Gymkhana Fine Foods with Gulrez Arora

    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with his longtime friend Gulrez Arora, founder of Gymkhana Fine Foods, the retail brand born out of London's two-Michelin-star Gymkhana restaurant, to talk about building a global premium Indian food brand from scratch. Gulrez and Daniel first met working together at Mars, where Gulrez spent nearly a decade in strategy roles across Asia Pacific chocolate and later ran an internal innovation and venture studio program. That experience taught him how hard it is to manufacture true founder energy inside a large corporation, and eventually led him to London, where a chance introduction to the founders of JKS Restaurant Group (the team behind Gymkhana) sparked the idea of bringing the restaurant's uncompromising culinary standard into center store. Daniel and Gulrez dig into the year-long process of translating Gymkhana's restaurant recipes into shelf-stable products without cutting corners, the hybrid in-house and co-packed manufacturing model built to protect quality, why the brand has driven outsized category growth and incrementality everywhere it launches, and how lessons from Mars and consulting shaped Gulrez's approach to scaling in both the UK and the US. Listen in as they discuss: How Gulrez's decade at Mars, including running an internal venture studio, shaped his instincts as a founderThe serendipitous introduction to JKS Restaurant Group that led to the Gymkhana retail partnershipWhy the team waited over a year to launch, refusing to bring a product to market they weren't fully proud ofThe multi-layered, restaurant-style cooking process behind Gymkhana's sauces, and why there are no shortcutsThe hybrid manufacturing model, with 40 to 50% of products made in-house and the rest co-packedGymkhana's current product lineup, from simmer sauces to marinades, and what's coming nextWhy the brand has driven 900% category growth in the UK, with the majority of sales fully incrementalHow Gymkhana's in-store activation strategy, especially near meat and poultry, drives trial and repeat purchaseThe differences between building awareness in the UK versus the US, where Indian food is less culturally embeddedGymkhana's $8.5 million Series A with CAVU Ventures, and how that partnership has shaped the brand's growth Episode Links: Gulrez Arora LinkedIn: www.linkedin.com/in/gulrez-arora-2b40208Gymkhana Fine Foods LinkedIn: www.linkedin.com/company/gymkhana-fine-foods-ltdGymkhana Fine Foods Website: www.gymkhanafinefoods.comGymkhana Fine Foods Instagram: @gymkhanafinefoodsDon'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 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 (40K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: www.linkedin.com/in/danscharffQuestions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

  5. Sep 28

    R&D RADIO: The Real Science Behind Sugar Replacement with Icon Foods' Thom King

    In this episode of R&D Radio, host Adam Yee sits down with longtime friend Thom King, Founder and Chief Innovation Officer of Icon Foods, for a deep dive on sweetener systems from a food scientist's perspective. Thom founded Icon Foods in 1999 (originally as Steviva Brands), becoming one of the first companies to import stevia glycosides into the US. After partnering with Quest Nutrition on their first bar, the company shifted fully into ingredient supply, eventually rebranding to Icon Foods and expanding into rare sugars, fibers, and polyols. Thom holds a Master's degree in Food Science from Cornell and has spent decades helping brands solve one of the industry's toughest problems: removing sugar without sacrificing taste, texture, or consumer acceptance. Adam and Thom break down the eight functions of sugar beyond sweetness, why fiber stacking (as seen in brands like Olipop) helps avoid gut discomfort while boosting mouthfeel, and how sweeteners like erythritol, allulose, and tagatose each behave differently in formulation. They also dig into supply chain timing, tariffs, and Thom's practical advice for founders working with a formulator versus experimenting solo in the kitchen. Listen in as they discuss: The eight core functions of sugar that formulators have to account for beyond sweetnessWhy fiber stacking, like Olipop's approach, helps avoid GI discomfort while replicating sugar's viscosityA breakdown of common alternative sweeteners, including erythritol, allulose, and monk fruit, and where each works bestWhy stacking sweeteners (like erythritol with allulose and a high-intensity sweetener) often beats using just oneHow monk fruit and stevia combined can actually mask each other's bitter off-notesWhat tagatose is, how it’s made from lactose, and why it scorches faster than other reducing sugars in baked goodsWhy allulose not being accepted at Whole Foods may matter less than founders think, and why Target can be a stronger retail runwayWhy vegetable glycerin is an underrated tool for preventing bars and baked goods from going stale or crumblyHow protein-based sweetness modulators like thaumatin work, and why they need a sweetener backbone to succeedThe supply chain outlook for monk fruit, stevia, allulose, tagatose, and erythritol, including when to buy monk fruit and why to start planning 2027 purchases nowWhy founders should work with a professional formulator rather than scaling a kitchen recipe directly Episode Links: Thom King LinkedIn: www.linkedin.com/in/iconicthomIcon Foods LinkedIn: www.linkedin.com/company/icon-foods-ingredientsIcon Foods Website: www.iconfoods.comIcon Foods Facebook: www.facebook.com/iconfoodsingredientsContact Thom directly: thom.king@iconfoods.com  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 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 (40K+ members and growing!)Follow @startupcpgVisit host Adam's LinkedInQuestions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

  6. Sep 26

    How "Taste to Retain" Built a Billion-Dollar Supplement Brand

    In this Operator Spotlight, host Hannah Dittman sits down with Hye Rin (Juliet) Choi, VP of Product at Grüns, to unpack the product philosophy and process behind one of the fastest billion-dollar acquisitions in CPG history. Hye Rin (Juliet) started her career in brand management at Johnson & Johnson's consumer health division, working on brands like Neutrogena and Tylenol, before pursuing her MBA at Stanford, where she met Grüns founder and CEO Chad Janis. She joined as employee number nine and the company's first product hire, helping build the product function from the ground up as Grüns scaled to over 130 employees and was acquired by Unilever roughly three years after launch. Hannah and Hye Rin (Juliet) dig into the "taste to retain" philosophy that drives Grüns' product decisions, the rigorous, multi-stage testing process behind every formula, why bringing R&D and science/regulatory in-house was one of the company's biggest unlocks, and what it actually takes - sometimes 30 to 40 iterations - to bring a new gummy to market. Listen in as they discuss: How Hye Rin (Juliet) went from brand management at Johnson & Johnson to becoming Grüns' first product hireThe "taste to retain" philosophy behind Grüns' approach to product innovationWhy solving for daily adherence, not just efficacy, was the real unlock behind Grüns' successHow Grüns collects and acts on customer feedback throughout the entire development processWhy 30 to 40 iterations are often needed to land a more complex gummy formulationThe multi-stage testing process, from lab-scale research to third-party labs, that ensures product efficacyWhy bringing R&D and science/regulatory functions in-house transformed Grüns' quality and speedThe unique manufacturing challenges of working with gummies, from texture to shelf-life stabilityHow Grüns evaluates whether a new product category or line extension is worth pursuingHye Rin (Juliet)'s advice on documentation, version control, and protecting IP as a brand scales Episode Links: Hye Rin (Juliet) Choi LinkedIn: www.linkedin.com/in/julietchoiGrüns LinkedIn: www.linkedin.com/company/GrunsGrüns Website: www.Gruns.coGrüns Instagram: www.instagram.com/GrunsdailyDon'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 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 (40K+ members and growing!)Follow @startupcpgVisit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844bQuestions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

  7. Sep 25

    How This Ex-Attorney Reinvented Hard Candy as a Health Tool

    In this Founder Feature, host Caitlin Bricker sits down with Erica Haft, founder of Sweeter Collective, an organic hard candy brand modernizing the category with just 16 calories, less than 3 grams of sugar, and nearly 2 grams of fiber per piece. Erica spent almost 10 years as an attorney before leaving law behind to build the brand. Her inspiration was close to home: her mother, a registered dietitian, has eaten hard candy daily for over 30 years to satisfy her sweet tooth without derailing her health goals. After nearly two years of R&D, including an early attempt at the old-school "panning" technique used for jawbreakers, Erica landed on a boiling method using soluble tapioca fiber and oats to create a long-lasting, slow-dissolving candy in a custom round sphere mold. Caitlin and Erica dig into why the panning technique didn't work out, how Erica found a co-manufacturer willing to make an unconventional round candy shape, the planetary branding inspired by her hometown of Jupiter, Florida, real feedback from in-store demos at Sprouts, and how she's positioning hard candy not as a treat to restrict, but as a daily tool for mindfulness and control. Listen in as they discuss: How Erica's mother's 30-year hard candy habit as a registered dietitian sparked the idea for Sweeter CollectiveWhy Erica initially tried the old-school "panning" technique used for jawbreakers, and why it didn't workHow she landed on a boiling method using soluble tapioca fiber and oats for a slow-dissolving candyWhy finding a co-manufacturer with a round sphere mold (instead of the standard disc shape) took monthsThe planetary branding, inspired by her hometown of Jupiter, Florida, that shapes the "Sweeter Universe" conceptReal customer feedback from in-store demos at Sprouts, including hesitation around price pointWhy Erica frames Sweeter Pops as "the cheapest tool in your toolbox" compared to other wellness spendHow the brand is evolving its packaging to better educate shelf shoppers on what makes it differentWhy positioning hard candy as a mindfulness tool, not a restriction, is central to the brand's messageWhat's next for Sweeter Collective, including a packaging refresh and dream flavor collaborations 🍬 Listener Perk: Use code STARTUPCPG for 10% off your order at sweetercollective.com - one-time use per customer. Episode Links: Erica Haft LinkedIn: www.linkedin.com/in/ericahaftSweeter Collective LinkedIn: www.linkedin.com/company/sweetercollectiveSweeter Collective Website: www.sweetercollective.comSweeter Collective Instagram: www.instagram.com/sweetercollectiveSweeter Collective TikTok: @sweetercollectiveDon'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 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 (40K+ members and growing!)Follow @startupcpgVisit host Caitlin's LinkedIn: www.linkedin.com/in/caitlinbrickerQuestions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

  8. Sep 23 ·  Bonus

    Should You Apply for Startup CPG's Founders & Funders?

    In this bonus solo episode, host Daniel Scharff breaks down everything founders need to know about Founders & Funders, Startup CPG's flagship fundraising event happening December 10th in New York City, to help you decide whether you should apply. Daniel explains why he built the event: after hearing founders describe spending up to 50% of their time on fundraising, he wanted to create a highly efficient, application-based summit that brings together the top 100 VCs in emerging CPG with the community's strongest brands for a single, high-impact day. Unlike the free, ticketed regional roadshows Startup CPG runs throughout the year, the December event is capped, competitive, and application-based, designed around fast, curated one-on-one meetings rather than open networking alone. Daniel walks through exactly how the day works, from the one-pager application brands submit ahead of time (which VCs review to select the meetings they want) to what a typical five-to-ten-minute investor conversation actually looks like. He also shares who's already confirmed to attend, from major retailers to dozens of top consumer VC firms, and offers honest, practical advice on applying, including how early you should apply and what actually matters in your application video. Listen in as he covers: Why Daniel created Founders & Funders after hearing founders describe spending half their time on fundraisingThe difference between Startup CPG's free, ticketed roadshows and the application-based December summitHow the one-pager application works, and why VCs use it to pre-select which brands they want to meetWhat a typical one-on-one meeting at the event actually looks like, and how long they really lastWhy Daniel believes even brands not actively fundraising yet should consider applying for 2027The retailers and VCs already confirmed to attend this year's event, including 7-Eleven Ventures, Albertsons, Walmart, and dozens of leading consumer VC firmsHow the rolling, batch-based application review process works, and why applying early mattersWhat to actually include in your application video, and why it doesn't need to be polishedWhy building relationships with investors early, even before you're ready to raise, pays off laterHow the roadshows can be a great alternative or complement for brands who aren't accepted to the December event Apply for Founders & Funders by Startup CPG: https://bit.ly/podcastfnf Episodes mentioned in this episode: Inside Founders & Funders with Alex Michaelsen from Leisure Hydration and Alex Malamatinas from MelitasFounder + Funder: Alex Michaelsen, Founder of Leisure Hydration and Ryan Springer, Midnight Venture PartnersDon'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 (40K+ members and growing!)Follow @startupcpgVisit host Daniel's LinkedIn: https://www.linkedin.com/in/danscharff/Questions or comments about the episode? Email podcast@startupcpg.com Episode music by Super Fantastics

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About

The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.

Information

  • Creator
    Startup CPG
  • Years Active
    2020 - 2026
  • Episodes
    508
  • Rating
    Clean
  • Copyright
    © Startup CPG
  • Show Website
    The Startup CPG Podcast

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