CPG Launch Leaders

Setting up your CPG brand for success isn’t just about marketing savvy—it’s also about leveraging PR at the right time. In this episode, we are joined by Amy Jackson —founder and CEO of TaleSplash . Amy shares why time is the most important asset for CPG brand launches and delves into the role of PR strategies and technologies in helping your brand stand out in a crowded marketplace. We also discu...

In a world facing climate change and chemical contamination, sustainability alone isn’t enough. Some businesses understand that people’s health depends on the planet’s health, and these companies are building a better world for future generations. In this episode, we speak with Kelly Vlahakis-Hanks , President & CEO of ECOS , a leader in healthy cleaning products. Kelly shares how ECOS achieve...

70% of all CPG products fail within the first two years in the market. So how do you make sure your product is set up for success? The short answer is testing. It might sound simple, but if you don’t understand the science behind the testing process, your product may end up in that 70%. In this episode, Chad Bingle , VP of Product at Bold , joins host Darcy Ramler as they share how the cutting-edg...

Growth might be the ultimate goal for every brand in the market, but if your growth strategy is focused solely on growing, it will fall apart – it will be blind growth. You need to understand what propels your brand’s growth, and why it does so, and learn how to leverage it. In this episode, we are joined by Chris Perry , Chief Learning Officer, and Co-Founder at firstmovr , as he delves deep into...

In today's fast-paced world, consumer behavior is rapidly evolving—people demand their products quickly and efficiently. In this episode, we are joined by Jason Vego , CEO & Co-Founder of Bevz , a Convenience Store SaaS company that provides a middleware platform that integrates leading delivery apps into a single interface. Jason delves into the consumer behavior trends that inspired the crea...

Join us as we talk with Jen Liao , the co-founder and president of MìLà . Jen shares MìLà's journey from a restaurant concept to a pioneering direct-to-consumer brand in the modern Chinese-American food scene. We dive deep into MìLà’s rebranding process, which goes beyond a mere name change, to embrace authenticity and innovation. From eliminating MSG to introducing clean-label products, MiLà's co...

Taking a product from the kitchen’s soup pantry to the shelf takes a lot of hard work, but, more importantly, an authentic concept and a solid community. Drawing from her experience founding a startup, Chitra Agrawal , Founder of Brooklyn Delhi and Author of Vibrant India: Fresh Vegetarian Recipes from Bangalore to Brooklyn [A Cookbook] , joins us to share her unique story, from building a blog co...

There is no silver bullet to guarantee product adoption in the marketplace. However, businesses can implement strategies before launch to improve market readiness and increase the likelihood of securing a place in consumers' weekly dinners. To dive deeper into these strategies, we’re joined by Eleni Shipp , Partner at The Partnering Group . With over 40 years of experience in marketing and innovat...

Success in the CPG industry is a heterogeneous concept. It can vary depending on the brand and requires patience, targeted growth strategies, and a willingness to iterate based on real consumer feedback. In this episode, hosts Allan Peretz and Darcy Ramler are joined by Rachel Krupa , Founder of Krupa Consulting and The Goods Mart , to explore how to define, achieve, and sustain success for emergi...

In this insightful episode of CPG Launch Leaders, hosts Allan Peretz and Darcy Ramler chat with Danny Houghton , innovator and co-founder of Carbonaut , a company specializing in low-carb bakery products. They explore the brand’s pivot to frozen foods and discuss how Carbonaut is making waves in the healthy foods market. Danny offers up his valuable point of view on how observing subtle market sig...

We talk with Todd Cline , the Sr Director of Sustainability at Procter and Gamble and a leading sustainability expert. We discuss the innovative world of sustainable fabric care and explore the groundbreaking efforts of brands like Tide, Downy, and Gain in reducing their environmental footprint and the significant role that consumer behavior plays in achieving sustainability goals. Discover how P&...

Transitioning from the corporate world to a startup presents its own set of challenges. Darcy and Allen speak with Michael Lyons , CEO of Applied Silver and a veteran in consumer goods. With a background at major corporations such as Henkel and Procter & Gamble, Michael brings a wealth of experience to the leap of spearheading a startup. Michael also talks about his journey, providing insightf...

Join us for an engaging conversation with Neal Stewart, the Chief Commercial Officer at Dan-O's Seasoning. Neal delves into his extraordinary career, highlighting his journey in rejuvenating and expanding iconic brands., Neal recounts his pivotal role in the meteoric rise of Pabst Blue Ribbon during the 2000s, where he masterfully steered it from regional familiarity to national acclaim. He discus...

We delve into the dynamic world of product marketing, navigating its complexities and triumphs alongside Santiago Nettle, the Regional Marketing Director at Beiersdorf and a leading figure in consumer packaged goods. In this conversation, Santiago guides us through his remarkable journey in scent marketing, highlighting his pivotal role in revolutionizing Downy's brand image and market share with...

We delve into the dynamic world of product innovation, launches, and consumer adoption curves with our guest, Christy Lebor. She discusses her experiences through 20 years in CPG, working with major brands like Unilever, Kraft Heinz, and JBS and in her current role as partner and director of brand development at SmashBrand, where she leads brand development and strategy. Christy shares her insight...

Chris Hobson, CEO of Patchology skincare, joins Allan and Darcy this week to share how a massive shift from a science and medical mindset to a consumer mindset changed the trajectory of his company and how embracing skin care as self-care has expanded the beauty category. Learn how Patchology has adapted its marketing strategy to reach a younger market, creating a loyal customer base eager to shar...

Happy New Year from everyone at CPG Launch Leaders! As we reflect on the previous year, Allan reveals his favorite episode of 2023 and brings it back for an encore. Gail Becker joined our hosts to discuss the launch and success of CAULIPOWER. Gail’s breakthrough idea came in 2016 when she was trying to make cauliflower-crust pizza for her two sons, both of whom have Celiac disease. Unable to find...

Happy Holidays and welcome to a special edition of CPG Launch Leaders! Today, Darcy reveals her favorite episode of 2023 and brings it back for an encore presentation. Listen as Darcy shares why she loves the story of Quest and what she learned from its Senior Vice President, Stewart Heflin. Revisit the journey of how Quest captivated a devoted following, conquered competition, and expanded beyond...

What is more important to consumers - the ingredients that ARE in their cleaning products or the ingredients that are NOT in them? Ryan Lupberger , Co-Founder & CEO at Cleancult , explains the difference. Cleancult quickly grew to become a true disrupter in the cleaning product space, expanding the limits of environmentally friendly products and packaging with commercial appeal. Here, Ryan sha...

What happens when you cross a great tasting product with a devoted social fan base and just a sprinkling of puns? The incredible growth story of Dan-O’s Seasoning. Our entertaining and inspiring guest, Tyler Watson, the brand’s senior VP of Sales, shares stories of overcoming obstacles, the power of authenticity, and the value of building genuine connections with consumers. Join us as we explore:...

In today's episode, Jesus Balseca shares the story of successfully breaking through barriers to launch the iconic brand Febreze in Mexico. From facing resistance to revolutionizing the category's placement in stores, this episode highlights the bold strategies employed by the team to convince both consumers and trade partners. Join us as we discuss: Breaking Procter and Gamble sales records Gettin...

If you’ve ever stepped on a Lego, you know that pain has no comparison. But did you know that Lego on the floor is actually the result of super successful rebrand? In this episode, we are exploring the world of brand repositioning and incredible transformations that have captured the attention of consumers. Darcy and Allan will guide us through five captivating stories of CPG rebrands that have su...

How do you go from a humble food truck to a powerhouse in the world of plant-based meat alternatives? In this episode, Alan and Darcy are joined by Lindsey Cunningham, the Co-Founder and CEO of RollinGreens. Lindsey shares insights into their innovative launches and how they created products that have moved away from the frozen aisle and are connecting meat alternative shoppers with shelf stable o...

If one key ingredient can launch a full line of safer cleaning options, why not make it a product all it's own? In this episode, we're joined by Curtis Eggemeyer, the CEO of Lemi Shine. Curtis has helmed the “Better For You” household cleaning products brand since 2007 and has continued the brand's success through exponential growth, expanding its presence into new categories with over 30+ product...

It’s easy to love the new, innovative, ambitious idea. But sometimes dreams of success and innovation collide with unexpected pitfalls and unintended consequences. On this episode of CPG Launch Leaders co-hosts Darcy Ramler and Allan Peretz countdown their top five CPG new item failures. Join us as we discuss: The importance of concept and qualitative testing How to better understand customer desi...