The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with David Heiser, Co-Founder of Grassroots Marketing, to walk through a new, free report analyzing 34,000 in-store demos at Whole Foods, Sprouts, Central Market, and Erewhon, and what it means for where, when, and how brands should spend their demo dollars.

Grassroots runs demos and in-store sampling events across the country at major natural retailers and independents alike. Daniel first met David’s team while launching his own beverage brand at Erewhon, where Grassroots is the retailer’s official demo partner, and the two teamed up to turn years of Grassroots’ data into a first-of-its-kind resource. The analysis covers demos from 2021 onward, more than 500 brands, over 1,000 stores, and 19 states.

Daniel and David break down the best days and times to demo, the strongest regions and states, and the top-performing individual stores at each chain, including a few surprises. They also share practical advice on demo kits, paper coupons, five-second pitches, handling skeptical shoppers, and why winning over store employees can change a brand’s trajectory at a store.

Listen in as they discuss:

• Why Saturday leads the pack for demos, and why Monday midday was one of the biggest surprises in the data
• Why every top time slot falls between Friday and Monday, and when midweek demos still make sense
• Which regions perform best for in-person sampling, and why dense metros win
• Where to focus Sprouts demos, from Arizona and the Southwest to a standout San Diego-area cluster
• Why Arizona and Florida stand out for Whole Foods, and why Orlando tops the store rankings
• How Erewhon’s top stores, led by Calabasas, differ from the iconic locations most brands expect
• Why Central Market’s Austin stores are among the best places in the country to sample
• How dollars sold per demo compare across chains, and why Erewhon trades revenue for engagement
• Why paper coupons, table runners, and simple demo kits convert better than most brands expect
• How to craft a five-second pitch, handle skeptical shoppers, and turn store employees into advocates

Grassroots x Startup CPG full demo report will be released soon - sing up to our newsletter to get the full report when it is released (sorry for the delay! Finishing touches!)

Book a call with Grassroots Marketing (special Startup CPG community rate): https://bit.ly/3FOybIP

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:

• Book a call with Grassroots Marketing (special Startup CPG community rate): https://bit.ly/3FOybIP

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 @startupcpg
• Visit host Daniel’s LinkedIn: https://www.linkedin.com/in/danscharff/
• Questions or comments about the episode? Email [email protected] 
• Episode music by Super Fantastics
  
  

In this episode of R&D Radio, host and food scientist Adam Yee sits down with Dr. Selina Wang, chemist and Professor of Cooperative Extension at the University of California, Davis, to talk about a recent study suggesting that many store-bought products made with avocado oil may not contain 100% avocado oil.

Dr. Wang is Faculty Director of the UC Davis Olive Center and an internationally recognized expert in edible oil quality, authenticity, and chemistry. Her early studies of supermarket olive oil helped inform California's olive oil standards adopted in 2014, and in 2020 her lab published the first comprehensive evaluation of commercial avocado oil quality and purity in the United States, revealing problems with oxidation and adulteration. Her team has since followed up with a study of private label brands and, most recently, products like chips, mayonnaise, and salad dressings.

Adam and Dr. Wang trade notes scientist to scientist, covering how oil chemists tell fresh from stale and pure from adulterated, what "seed oil" really means in academic circles versus marketing, how fatty acid and sterol fingerprints expose substitutions, and what brands using avocado oil can do right now to verify what they are buying.

Listen in as they discuss:

• What an edible oil chemist, or "fat chemist," actually studies when evaluating an oil
• How extra virgin and refined olive oil differ, and why oxidation and purity markers matter
• What "seed oil" means to chemists versus how the term is used in consumer marketing
• Why avocado oil has become a popular seed oil alternative despite costing roughly three times as much
• How UC Davis' three avocado oil studies expanded from bottled brands to private labels to finished products
• How oil is extracted from chips, mayonnaise, and dressings so it can be tested
• How fatty acid and sterol fingerprints reveal substitution with high oleic sunflower or safflower oil
• Why testing fatty acids alone can miss a carefully blended oil
• Why relying solely on a supplier's certificate of analysis can leave brands exposed
• Dr. Wang's practical advice for brands: test fatty acids and sterols, and treat suspiciously low prices as a red flag

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.

Avocado Oil Quality and Authenticity Workshop: Dr. Wang is hosting an in-person workshop at UC Davis on October 23rd covering her research, analytical methods, how to interpret a certificate of analysis, and a hands-on sensory evaluation. 

Registration link: www.registration.ucdavis.edu/Item/Details/1413 

Episode Links:

• Dr. Selina Wang LinkedIn: www.linkedin.com/in/selinawangphd
• Dr. Selina Wang Instagram: @profselinawang
• UC Food Quality Lab Website: www.ucfoodquality.ucdavis.edu
• University of California, Davis LinkedIn: www.linkedin.com/school/uc-davis 
• Contact Dr. Wang directly: [email protected] 

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 @startupcpg
• Visit host Adam's LinkedIn
• Questions or comments about the episode? Email [email protected] 
• Episode music by Super Fantastics
  
  

In this Founder Fundraising Journey episode, host Hannah Dittman sits down with Ryan Raish, founder of Fave, a first-to-market certified organic powdered drink mix bringing nostalgic flavors back to the category without artificial colors, flavors, or excess sugar.

Ryan has spent nearly two decades in CPG, working his way from grassroots demos at Guayaki to building out the West Coast for Honest Tea, a 10-year run at Popchips, and stints at Super Coffee and Chloe's Fruit Pops. The idea for Fave came to him in a grocery store aisle, watching his five-year-old beg for Kool-Aid loaded with artificial dye and 40+ grams of sugar, and realizing there was no "better-for-you" option in the massive, non-functional powdered drink mix category.

Hannah and Ryan dig into the two-year R&D process he self-funded before ever asking for capital, how a chance conversation with Popchips founder Keith Belling turned into his first advisor and investor, how retailer feedback shaped the product before a single dollar was raised, and the real differences between pitching investors and pitching retail buyers.

Listen in as they discuss:

• Ryan's 20-year path through CPG, from grassroots demos at Guayaki to a decade at Popchips
• The grocery store moment with his kids that sparked the idea for Fave
• Why he spent nearly two years self-funding R&D before ever asking for outside capital
• How Popchips founder Keith Belling turned into his first investor and advisor
• How early retailer feedback from Target shaped Fave's formulation before fundraising even began
• The pre-seed round born from a happy hour conversation at Expo West with Angel Group
• How retailer validation (Thrive Market, QVC, Sprouts) built the case for a full seed round
• The key differences between pitching investors and pitching retail buyers, and where they overlap
• Ryan's advice on building investor relationships well before you actually need the capital

Episode Links:

• Ryan Raish LinkedIn: www.linkedin.com/in/ryanraish
• Fave LinkedIn: www.linkedin.com/company/108173111
• Fave Website: favemixes.com
• Fave Instagram: @favemixes
• Contact Ryan directly: [email protected] 

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 @startupcpg
• Visit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844b
• Questions or comments about the episode? Email [email protected] 
• Episode music by Super Fantastics
  
  

In this Founder Feature, host Caitlin Bricker sits down with Jacob Cooper, founder of Bagelverse, who's reinventing the classic pizza bagel with real mini New York bagels and bold flavors like spicy vodka and barbecue chicken.

Jacob spent eight years as a CTO in AI and tech before making a complete 180 to chase a childhood nostalgic idea. He launched Bagelverse in April 2026, and in the months since has sold over 80,000 pizza bagels through pop-ups around New York City, won a Shelfie Award, and had one of the most visited booths at Summer Fancy Food.

Caitlin and Jacob dig into his unconventional career pivot, the surprisingly complex supply chain behind a "simple" pizza bagel (which requires two separate co-packers), why packaging might be the single most important investment an emerging brand can make, and how he's building genuine, long-term relationships with retailers a year in advance of launch.

Listen in as they discuss:

• Jacob's total pivot from eight years as a CTO in AI and tech to founding Bagelverse
• Why he built the brand entirely through in-person pop-ups and farmer's markets before ever touching CPG
• The surprising complexity behind a "simple" pizza bagel, and why it requires two separate co-packers
• Why he intentionally delayed finding a co-packer until he knew the brand had real traction
• What Jacob learned about follow-up and note-taking after having one of the busiest booths at Summer Fancy Food
• Why big retailers plan shelf resets up to a year in advance, and how that timeline actually works in a founder's favor
• Why staying in touch with retailers and buyers without always having an ask builds real, lasting relationships
• Why Jacob believes packaging is the single most important investment an emerging brand can make
• How Bagelverse is being intentional about which retailers to pursue first, rather than chasing every opportunity
• Where to find Bagelverse today, from NYC pop-ups to the brand's farmer's market side project, Little Bagel

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:

• Jacob Cooper LinkedIn: www.linkedin.com/in/pizzabagel-guy
• Bagelverse LinkedIn: www.linkedin.com/company/thebagelverse/home
• Bagelverse Website: www.thebagelverse.com
• Bagelverse Instagram: @pizzabagel.nyc
  
  

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 @startupcpg
• Visit host Caitlin's LinkedIn: https://www.linkedin.com/in/caitlinbricker/
• Questions or comments about the episode? Email [email protected] 
• Episode music by Super Fantastics
  
  

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 market
• Midwest-specific food trends, from cheese and cheese curds to frozen pizza and Chicago classics
• How Mariano's meets customers wherever they are, from quick app pickup orders to in-store discovery
• How Mariano's shows up for the community, including partnerships with local nonprofits and chefs
• The twice-yearly "What's Next at Mariano's" and "What's Next at Metro Market" vendor search program
• The core requirements every local brand needs before pitching, including a GS1 barcode and a distributor
• Why grassroots in-store sampling remains one of the most effective ways to drive real sales conversion
• Real success stories from local vendors, including Ava's Pet Palace, Laos to Your House, and Caruso Provisions
• The distributors Mariano's works with most often, including KeHE, Norman, and JFI
• What 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-2734745
• Amanda Puck Instagram: @amandapuck
• Mariano's LinkedIn: www.linkedin.com/company/mariano's/home
• Mariano's Website: www.marianos.comMariano's Instagram: @marianosmarket
• Local vendor inquiries: [email protected]   

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 @startupcpg
• Visit host Daniel's LinkedIn: www.linkedin.com/in/danscharff
• Questions or comments about the episode? Email [email protected] 
• Episode music by Super Fantastics
  
  

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 equity
• The firm's investment criteria, check sizes, and its "partnership not ownership" philosophy
• The Main Post mentorship group, and how the firm supports founders beyond just capital
• What 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 exits
• Why a strong, scalable management team matters as much as the product itself
• The difference between a strategic buyer looking for portfolio protection versus a true portfolio gap
• What Main Post looks for in early diligence conversations, from brand differentiation to founder buy-in
• Why omnichannel presence, not just strong DTC metrics, has become critical for CPG investment today
• What 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-60a94021
• Main Post Partners LinkedIn: www.linkedin.com/company/mainpostpartners/home
• Main Post Partners Website: www.mainpostpartners.com
• Contact Tara directly: [email protected] 

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 @startupcpg
• Visit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844b
• Questions or comments about the episode? Email [email protected] 
• Episode music by Super Fantastics
  
  

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 case
• The neuro-aesthetic thinking behind Noon's standout, minimalist Expo West 2025 booth
• How Jane's background in architecture and interaction design at Nike, Google, and Apple shapes Noon's product philosophy
• Why Noon's dual-layer, dual-cast gummy format was engineered for better ingredient loading and faster absorption
• Why Noon initially failed at conventional grocery retail, and what that taught Jane about her category
• How Noon's nationwide Target rollout differs from a typical CPG retail launch strategy
• Why Noon relies on UGC and partnerships (like one with Hummingbirds) instead of in-store demos to educate shoppers
• The unconventional brand partnerships Noon has built with Valentino, Adidas, Goop, and others
• The difference between "optimizing" and "calibrating" your mind, and how that shapes Noon's product design
• Jane'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/janekatewong
• Noon World LinkedIn: www.linkedin.com/company/noonworld
• Noon World Website: www.noon.world
• Noon World Instagram: @itsnoon.world
  
  

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 @startupcpg
• Visit host Caitlin's LinkedIn: https://www.linkedin.com/in/caitlinbricker/
• Questions or comments about the episode? Email [email protected] 
• Episode music by Super Fantastics
  
  

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 founder
• The serendipitous introduction to JKS Restaurant Group that led to the Gymkhana retail partnership
• Why the team waited over a year to launch, refusing to bring a product to market they weren't fully proud of
• The multi-layered, restaurant-style cooking process behind Gymkhana's sauces, and why there are no shortcuts
• The hybrid manufacturing model, with 40 to 50% of products made in-house and the rest co-packed
• Gymkhana's current product lineup, from simmer sauces to marinades, and what's coming next
• Why the brand has driven 900% category growth in the UK, with the majority of sales fully incremental
• How Gymkhana's in-store activation strategy, especially near meat and poultry, drives trial and repeat purchase
• The differences between building awareness in the UK versus the US, where Indian food is less culturally embedded
• Gymkhana'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-2b40208
• Gymkhana Fine Foods LinkedIn: www.linkedin.com/company/gymkhana-fine-foods-ltd
• Gymkhana Fine Foods Website: www.gymkhanafinefoods.com
• Gymkhana Fine Foods Instagram: @gymkhanafinefoods
  
  

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 @startupcpg
• Visit host Daniel's LinkedIn: www.linkedin.com/in/danscharff
• Questions or comments about the episode? Email [email protected] 
• Episode music by Super Fantastics
  
  

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 sweetness
• Why fiber stacking, like Olipop's approach, helps avoid GI discomfort while replicating sugar's viscosity
• A breakdown of common alternative sweeteners, including erythritol, allulose, and monk fruit, and where each works best
• Why stacking sweeteners (like erythritol with allulose and a high-intensity sweetener) often beats using just one
• How monk fruit and stevia combined can actually mask each other's bitter off-notes
• What tagatose is, how it’s made from lactose, and why it scorches faster than other reducing sugars in baked goods
• Why allulose not being accepted at Whole Foods may matter less than founders think, and why Target can be a stronger retail runway
• Why vegetable glycerin is an underrated tool for preventing bars and baked goods from going stale or crumbly
• How protein-based sweetness modulators like thaumatin work, and why they need a sweetener backbone to succeed
• The supply chain outlook for monk fruit, stevia, allulose, tagatose, and erythritol, including when to buy monk fruit and why to start planning 2027 purchases now
• Why founders should work with a professional formulator rather than scaling a kitchen recipe directly

Episode Links:

• Thom King LinkedIn: www.linkedin.com/in/iconicthom
• Icon Foods LinkedIn: www.linkedin.com/company/icon-foods-ingredients
• Icon Foods Website: www.iconfoods.com
• Icon Foods Facebook: www.facebook.com/iconfoodsingredients
• Contact Thom directly: [email protected] 

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 @startupcpg
• Visit host Adam's LinkedIn
• Questions or comments about the episode? Email [email protected] 
• Episode music by Super Fantastics
  
  

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 hire
• The "taste to retain" philosophy behind Grüns' approach to product innovation
• Why solving for daily adherence, not just efficacy, was the real unlock behind Grüns' success
• How Grüns collects and acts on customer feedback throughout the entire development process
• Why 30 to 40 iterations are often needed to land a more complex gummy formulation
• The multi-stage testing process, from lab-scale research to third-party labs, that ensures product efficacy
• Why bringing R&D and science/regulatory functions in-house transformed Grüns' quality and speed
• The unique manufacturing challenges of working with gummies, from texture to shelf-life stability
• How Grüns evaluates whether a new product category or line extension is worth pursuing
• Hye 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/julietchoi
• Grüns LinkedIn: www.linkedin.com/company/Gruns
• Grüns Website: www.Gruns.co
• Grüns Instagram: www.instagram.com/Grunsdaily
  
  

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 @startupcpg
• Visit host Hannah's LinkedIn: www.linkedin.com/in/hannah-dittman-011b844b
• Questions or comments about the episode? Email [email protected] 
• Episode music by Super Fantastics