Taste Radio

Building a $100 million CPG brand without venture capital takes more than a great product — it takes conviction, discipline, and a willingness to play the long game.

In this episode of Taste Radio, Loren Castle, the founder and CEO of better-for-you refrigerated dough brand Sweet Loren's, breaks down how she built a profitable business by challenging category conventions, winning over major retailers, and refusing to compromise on taste.

She shares the pivotal decisions that fueled the brand's growth, why mastering just two SKUs helped pave the way, and how she's positioning Sweet Loren's for its next phase of expansion — without losing sight of what made it successful in the first place.

Show notes:

0:20: Loren Castle, Founder & CEO, Sweet Loren's – Loren explains why she included her name in the brand before discussing how Sweet Loren's grew out of her experience surviving Hodgkin's lymphoma at age 22 and her mission to create better-for-you cookies with simple, trustworthy ingredients. After launching in Publix and Kroger in 2016, consumer feedback prompted her to eliminate the top nine allergens from the product line. The allergen-free Chocolate Chunk cookie dough quickly became the brand's top seller, leading Sweet Loren's to transition its entire portfolio by 2018 and establish a strong point of differentiation. Loren discusses how prioritizing major retailers, maintaining healthy margins and staying lean helped the company achieve more than nine years of profitability. She emphasizes the importance of exceptional taste and explores how retail partnerships drive innovation, including Target's exclusive Snickerdoodle cookie dough. She also shares lessons on evaluating trends, focusing on core products and evolving packaging as Sweet Loren's expands into refrigerated puff pastry, oatmeal bar doughs and scone dough. Looking ahead, Loren outlines the brand's growth potential and advises emerging founders to master a few core products, understand their consumers and stay committed to their mission. She also reflects on navigating manufacturing disruptions and ingredient shortages, the value of mentorship, and how building a stronger leadership team helped her overcome burnout and balance business growth with family life.

Brands in this episode: Sweet Loren's, Toll House, Pillsbury, Purely Elizabeth

Can Coke become the new… Poppi? The beverage giant is testing prebiotic versions of its stalwart brands, raising questions about the next phase of functional soda — and what it could mean for Olipop. The hosts dig into the launch, consider whether mineral water is finally having its mainstream moment, and examine the rise of dynamic grocery pricing and new laws aimed at putting guardrails around it.

They also discuss Stride Consumer Partners' acquisition of Clio Snacks and spotlight a slate of new products, including Brica's verjus-based tonics, Alec's "Ice Cream For Breakfast" and Fight Club Energy shots.

Show notes:

0:20: Prebiotic Push. Mineral Mania. Price Games. Plainy Delicious. Punching Power. – The hosts preview Taste Radio London on October 21 at TRIP HQ in Notting Hill, highlighting a strong lineup of industry leaders and investors. They also promote the BevNET CPG Media events in Los Angeles this December, emphasizing the networking, dealmaking and practical connections available to founders. The conversation then turns to Coca-Cola's expansion into functional soda with prebiotic versions of Coke Zero Sugar, Sprite Zero Sugar and Fresca. The hosts discuss whether consumers are looking for functional benefits from familiar soda brands, how the popularity of GLP-1 medications and interest in fiber could influence demand and how Coke's move raises questions about what it means for Olipop and the possibility of a future acquisition. The discussion shifts to new launches in the mineral water category and whether it is poised for broader U.S. adoption. Next, the hosts examine the growing use of technology in grocery pricing, focusing on Maryland's new law restricting personalized pricing based on consumer data and New York's legislation targeting surveillance pricing. They also praise the acquisition of Clio Snacks by Stride Consumer Partners before turning to the latest edition of Elevator Talk and praise Brica's sophisticated alcohol-free drinks, which combine verjus, mineral water, fruit, roots and botanicals. They then sample several other products, including Alec's Ice Cream's new collaboration with Purely Elizabeth and why Ray calls it one of the best new products he's tasted in 2026. Mike spotlight's Perdi's protein-enhanced mug cake mix, made in collaboration with Koia; and Fight Club Energy, a new energy shot featuring lion's mane, guarana and ginseng.

Brands in this episode: Coca-Cola, Coke Zero, Sprite Zero, Fresca, Simply Pop, Poppi, Olipop, Topo Chico, Topo Chico Colección, Dasani, Rambler, Ferrarelle, AriZona Beverages, Clio Snacks, Nirvana, On The Brightside, Pini Sparkling Cider, Wook Water, Brica, Alec's Ice Cream, Purely Elizabeth, Perdi's, Koia, Fight Club Energy, Honey Mama's, TRIP, Noot, Everystate, Moju

In the latest episode of Taste Radio's Elevator Talk, leaders from five emerging CPG brands -- Cirrus 9 Candy, Nymbl Ice Cream, Hol Health Club, Windsong Bliss and Le Lick -- introduce their businesses, share what's changed since launch and offer a look at where they're headed next.

Joining regular host Ray Latif, editor and producer of Taste Radio, is Caroline Grace, the founder of Product & Prosper, who brings sharp questions, candid feedback and an investor's perspective to each pitch.

Want to put your brand in front of experienced CPG operators and investors? Applications are open for future episodes of Elevator Talk. Participation is free, interviews are conducted remotely, and founders get the chance to pitch their products, share company news and get unfiltered feedback from industry leaders.

Apply now to be featured in an upcoming episode.

Grocery store aisles are inundated with claims, benefits and buzzwords. Amara has taken a different approach: start with whole-food ingredients, use proprietary food technology to make them snackable, and let consumer needs drive what comes next.

Launched in 2017, the organic kids' food brand is best known for its superfood smoothie melts and also markets fruit bites, breakfast oat melts and baby food. The products are distributed across the U.S. at Target, Whole Foods, Walmart, Costco, Sam's Club, Sprouts and Publix.

In this conversation, founder and CEO Jess Sturzenegger explains how Amara evolved from DTC into a national retail brand, why disciplined innovation matters more than launching a constant stream of new products, and how she's used everything from one-on-one customer calls to formal consumer testing to shape the business.

She also gets candid about retail readiness, operational scaling, sourcing, fundraising, protecting founder control and adapting her own role as the company grows. Most importantly, Jess shares why listening to consumers—and then actually acting on what they tell you—has been central to Amara's growth.

Show notes:

0:20: Jess Sturzenegger, Founder & CEO, Amara – Jess Sturzenegger discusses how her personal interest in food quality and preservation technology led her to launch a brand focused on making whole fruits and vegetables more accessible in convenient snack formats. She explains how Amara evolved from baby food into toddler and kids' snacks, why educating parents about its products required translating nutritional benefits into practical everyday advantages, and how consumer feedback has guided its innovation strategy. Jess shares how the company leveraged D2C traction and customer reviews to secure its first natural and specialty retail placements before expanding into Target, Walmart and Costco. She also details the operational changes required to support that growth, the importance of building experienced teams, maintaining strict ingredient and quality standards, and developing close supplier relationships to manage costs. The conversation also explores what attracted investors to Amara, how fundraising priorities change as a company matures, protecting founder equity and control, and the importance of adapting as a CEO. Jess closes with a look at Amara's focus on serving children ages zero to seven, developing products around specific eating occasions, and building a brand that reaches more households.

Brands in this episode: Amara

One misleading social post can spark a frenzy – but can brands keep playing with consumer trust? We unpack the curious ruse of a beloved emerging brand and the growing debate around "rage bait."

We also dig into Whole Foods' latest LEAP cohort and what its emerging-brand picks reveal about the next wave of CPG. Plus, we sample functional freeze pops and flavored dried mango, and hear from the founders of three fast-growing brands about building community, creating better-for-you products and turning retail distribution into sustainable growth.

Show notes:

0:20: London Calling, Buyer Bingo, LEAP Year, Creamed. Functional Freeze Pops, Better-For-You-ish – The hosts preview the October 21 London meetup at TRIP HQ, along with Nosh Live, BevNET Live and Brewbound Live in Los Angeles in December, highlighting speakers and one-to-one opportunities with Whole Foods buyers and Venable. They then examine Whole Foods Market's 2026 LEAP cohort and what the selections suggest about CPG, including global flavors, cultural heritage, convenience and food-based functionality. The conversation turns to Pistakio's social post suggesting the brand was ending, which was later clarified as the sunsetting of an earlier product version. The hosts consider the engagement and potential trust risks of "rage bait" and misleading framing. They also point listeners to a Nombase interview with Whole Foods buyer Charlie New, then sample Sleet Pops' freeze pops and discuss functional ingredients and cold-chain flexibility. Finally, they taste Chici Mama's flavored dried mango bites and debate whether they are better viewed as dried fruit or a better-for-you candy alternative, exploring what "better-for-you" really means.

27:08: Interviews from Taste Radio's San Francisco Meetup – Ray sits down with San Francisco Brewing Company founder Josh Leavy, Rotten founder Michael Fisher, and Bakeful founder and CEO Tony Davis for conversations about building brands, connecting with consumers, and navigating growth. From creating community around craft beer and leveraging founder-led social media to winning national retail distribution and driving repeat purchases, the interviews explore the opportunities and challenges facing emerging CPG brands.

Brands in this episode: TRIP, SmartSweets, Snackish, The Coconut Cult, MALK, Rachel's Good Eats, Nowhere Bakery, Honey Mama's, Midday Squares, Mason Dixie Foods, Alavi, Olipop, Garage Beer, Hellbent Cocktails, Bonny, Cotto, Folkland Foods, HEYDOH, HOL Health Club, Joon Pistachios, Sababa, Tea with Tae, Ya Ya Ya, Sleet Pops, Jous, Chici Mama, Sweet Tarts, Nerds, Diet Coke, Coca-Cola, S.F. Brewing Co., Rotten Candy, Bakeful

In the latest episode of Taste Radio's Elevator Talk, leaders from five emerging CPG brands -- Nirvana, On the Brightside, Pini Sparkling Cider, Wook Water, and Brica -- introduce their businesses, share what's changed since launch and offer a look at where they're headed next.

Joining regular host Ray Latif, editor and producer of Taste Radio, is Rifle Highes, the co-founder of Integral CPG, who brings sharp questions, candid feedback and an investor's perspective to each pitch.

Want to put your brand in front of experienced CPG operators and investors? Applications are open for future episodes of Elevator Talk. Participation is free, interviews are conducted remotely, and founders get the chance to pitch their products, share company news and get unfiltered feedback from industry leaders.

Apply now to be featured in an upcoming episode.

How do you repair an industry that's steadily lost relevance with younger consumers? If you're the founders of Wonderwerk, you go where they live and breathe – and throw a party.

Founded in 2017 by longtime friends Issamu Kamide and Andrew Lardy, Wonderwerk was built around a simple idea: make wine that speaks to how millennial and Gen Z consumers actually drink. Now, following a national relaunch and with a growing portfolio of flavor-forward natural wines, Issamu joins us to share how Wonderwerk has challenged category conventions, used culture and community to build the brand, and turned consumer behavior into a roadmap for innovation.

Show notes:

0:20: Issamu Kamide, Co-Founder, Wonderwerk – On location in San Francisco, Issamu discusses the brand's origins at a Los Angeles rave and Wonderwerk's focus on flavor-forward wines, playful packaging and one-liter bottles. He explores what wine can learn from craft beer, RTDs and brands such as Fishwife and Graza, the opportunity he sees between BuzzBallz and Caymus, and Wonderwerk's $20–25 price sweet spot. Issamu also discusses the company's music festival and event strategy, including its participation in 10–20 events per month, and how direct consumer engagement informs product development. He explains the thinking behind the brand's "Big Orange" wine and why Wonderwerk focuses less on ratings and appellations and more on whether a wine looks good, tastes good and is affordable. Issamu closes with Wonderwerk's recent growth, including nearly 40% year-over-year growth, and his perspective on the future of natural wine and the need for wine brands to better understand changing consumer culture.

Brands in this episode: Wonderwerk, Fishwife, Graza, BuzzBallz, Caymus

Kroger is drawing a line on pricing — and some of the biggest brands in CPG are finding themselves on the wrong side of it. We dig into the retailer's standoff with Red Bull, the removal of Boar's Head products from select stores and what Kroger's growing embrace of private label could mean for brands negotiating with major retailers. We also discuss HopLark's recent bankruptcy filing, recap our San Francisco meetup and recap our spirited San Francisco meetup.

Show notes:

0:20: S.F. Standouts, Retail Rumble, Hop Trouble, Product Parade – The hosts share highlights from our San Francisco meetup, including the founders, brands and products that stood out, and discuss the value of bringing together founders, investors, retailers and service providers in an informal setting. The conversation then turns to Kroger's increasingly firm stance on pricing and its decision to stop carrying Red Bull across its stores following a dispute over pricing and trade spending. The team examines the implications for competing brands and retailers, as well as the potential impact on distributors, co-packers and consumers. They also discuss Kroger's removal of Boar's Head products from stores in several regional markets and the retailer's growing emphasis on private label, considering what these moves reveal about the changing balance of power between major retailers and branded suppliers. Next, they turn their attention to HopLark's Chapter 7 bankruptcy filing and what it means for the hop-water pioneer and the broader hop-water and non-alcoholic beverage segments. Finally, the hosts sample and discuss a range of new products, including Alec's Culture Cup probiotic ice cream made with A2 dairy milk in collaboration with Purely Elizabeth; Sodi's five-calorie sodas; and a lemon olive oil cake protein bar from BTR Nation and Kosterina featuring 15 grams of plant protein and seven grams of fiber.

Brands in this episode: Soupies, Golden Disco, Calligraphy Wine, Mindful Drops, Hero Bread, Nutty Hazel, Rotten, Bakeful, Mammoth Bars, San Diego Bar, Philosopher Foods, Loha, Red Bull, C4, Ghost, Monster, Alani Nu, Bucked Up, Reign, Boar's Head, Murray's, HOP WTR, Hoplark, Brooklyn Brewery, Alec's, Purely Elizabeth, Sodi, BTR Nation, Kosterina

Scaling a CPG brand isn't just about finding more ways to grow – it's about knowing which opportunities are worth pursuing.

Hero Bread is taking on some of food's most entrenched categories with baked goods and pasta that deliver the taste and texture of traditional carbs with zero grams of sugar along with added protein and fiber. With products now in more than 9,000 retail locations, including Whole Foods, Target, Walmart, Publix, Sprouts and Wegmans, the brand has built significant momentum – and attracted investors including Tom Brady, Kevin Durant, and The Weeknd.

In this episode, Hero Bread CEO YC Cheng shares hard-earned lessons on scaling a CPG brand, including why the company walked away from a major foodservice opportunity, how D2C helped fuel retail growth, and why adding SKUs can actually hurt the business. He gets candid about the hidden costs of expansion – from inventory and logistics to opening new doors – and explains how founders can make smarter decisions about where to place their next bet.

Show notes:

0:20: YC Cheng, CEO, Hero Bread – Hero Bread CEO YC Cheng discusses his background as a founder, operator and investor and how the company built a CPG business around a simple proposition: make bread that delivers the taste and texture consumers love with more protein and fiber and fewer simple carbohydrates and sugars. YC explains why Hero shifted from foodservice, including a partnership with Subway, toward D2C, how direct consumer relationships helped fuel retail growth, and why the brand resonates with consumers across nutrition, weight management and gut health—not just a single dietary niche. He also discusses partnerships such as Auntie Anne's and the importance of creating better-for-you products that seamlessly fit into existing routines. YC also explores the economics of D2C bread, Hero's retail strategy and growing product portfolio, and the challenges of launching new SKUs. He shares how consumer data and retail execution work together, why Hero takes a disciplined approach to trends and innovation, and how the company balances growth with profitability as it scales.

Brands in this episode: Hero Bread, Subway, Auntie Anne's, Panera Bread, Once Upon a Farm, Dose

The most overlooked aisle in the grocery store may be ripe for reinvention. Riff is betting on it. We dig into the new shelf-stable meal kit brand launched by Sir Kensington's co-founder Mark Ramadan and Eleven Madison Park chef Daniel Humm. We also discuss Battle Bars' attempt to broaden its appeal in the protein bar category and what investor network The Angel Group wants to see from emerging CPG brands.

Show notes:

0:20: Angels In The Parking Lot. We Riff On Riff. Winning The Battle. Phenomenal Education. – The hosts recap the recent Taste Radio meetup in San Diego, featuring live interviews with Maddie Serviente of The Angel Group and Chuck Casano, founder and CEO of Pitaya Foods. They also preview upcoming Nosh Live, BevNET Live and Brewbound Live events in Los Angeles. The conversation then turns to Riff, a new brand of elevated pasta and noodle meals designed to compete with familiar names such as Hamburger Helper and Rice-A-Roni and now available nationwide at Target. The hosts discuss the opportunity to reinvent familiar categories through better food, branding and consumer appeal, while emphasizing that taste remains critical to a brand's success. They also spotlight Battle Bars' brand refresh, including redesigned packaging and reformulated protein bars, and discuss how the changes were informed in part by the significant role women play in the protein bar category and are intended to broaden the brand's appeal. Ray offers a mea culpa over Goodles' reported acquisition price, while the hosts discuss Sol-ti's growth in the wellness shot category and its recent $30 million fundraise. They wrap with All Phenoms, a sparkling functional beverage that illustrates both the opportunity and challenge of communicating multiple functional benefits while maintaining a clear consumer proposition.

Brands in this episode: Riff, Sir Kensington's, Hugh Kitchen, Hamburger Helper, Rice-A-Roni, Jif, Life, Goodles, Chef Boyardee, Super Coffee, Battle Bars, Sol-ti, All Phenoms, Wild Wonder, Olipop, Poppi