In this episode of the Startup CPG podcast, Grace Kennedy speaks with Sue Delegan and Kim Hehir, the co-founders of Brutus Bone Broth, a leading brand in the emerging category of functional pet food toppers. As sisters and entrepreneurs, Sue and Kim share the journey of building a mission-driven company that started in their home kitchens and scaled to national distribution with major retailers like Target.

They explore how Brutus Bone Broth was born out of a personal need and quickly gained traction through strategic beta testing, a strong emphasis on product quality, and persistent outreach to retailers. Sue and Kim discuss navigating regulatory hurdles, maintaining cost-efficiency while preserving ingredient integrity, and the importance of innovation in developing new product lines like powdered bone broth and functional goat milk.

They also reflect on the emotional realities of entrepreneurship, the value of building collaborative relationships, and how a clear brand mission—nourishing pets while giving back to the community—has remained central to their growth.

Listen in to gain valuable insights on product development, retail strategy, and scaling a consumer brand—plus learn how Brutus Bone Broth is shaping the future of pet nutrition.

Listen in as they share about:

• Brutus Bone Broth Overview
• Manufacturing & Product Development
• Go-to-Market Strategy & Early Challenges
• Negotiation & Cost Management
• Retail Expansion
• DTC & Innovation

Episode Links:

Website: brutusbroth.com

LinkedIn: https://www.linkedin.com/in/kimberly-hehir-6753391/ 

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)
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• Questions or comments about the episode? Email Daniel at [email protected]
• Episode music by Super Fantastics