CPG Launch Leaders

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 innovation strategy, Eleni shares insights into the 5C Analysis and 3D framework. These powerful methodologies help businesses truly understand a product's market readiness and, if they're not there yet, how to transform them into remarkable, profitable offerings.Join us as we discuss:Why large companies need to keep marketing and sales functions separate post-acquisition to propel innovation.The shift towards launching products on a smaller scale to manage risks and learn from market reactions.Adjusted strategies for CPG products, focusing on digital marketing, influencers, retail media, and social mediaCurrent dietary trends and psychological thought processes influencing consumer behaviorsThe CPG Launch Leaders podcast is presented by Bold Strategies, Inc. Visit www.boldstrategies.com to learn more.

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 emerging good-for-you CPG brands. Rachel shares her insightful perspective on the power of the launch process at a smaller scale and how The Goods Mart is aiding these brands in building community and paving the way for long-term success.Join us as we delve into:The myriad challenges facing brands, such as pricing, storytelling, obtaining genuine feedback, and the need for capital when transitioning to larger retailers.Why emerging brands should prioritize owning their regional market and fostering a community before expanding too rapidly.The significance of meticulously selecting effective funding strategies and partnerships, and their potential long-term impacts.How brands like Olipop, Partake Foods, and Perfect Bar have successfully navigated growth challenges and introduced innovative products.The CPG Launch Leaders podcast is presented by Bold Strategies, Inc. Visit www.boldstrategies.com to learn more.

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 signals and moving fast can lead to successful product innovation and brand differentiation in the competitive CPG landscape.Join us as we discuss:The innovative products we saw at Expo West and the growing interest in non-alcoholic, low-carb drink mixers and international flavors.The genesis of Carbonaut, born from a noticeable demand for low-carb options online that weren’t available in retail and it’s rapid growth in both Canadian and U.S. markets.The brand’s expansion into gluten-free, low-carb pizzas and burrito wraps and sharing insights into strategy to maintain taste and dietary compliance.The shift from viewing low-carb options as a diet to a lifestyle choice, and how Carbonaut’s strategic positioning caters to this enduring trend.CPG Launch Leaders is presented by BOLD!  www.boldstrategies.com

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&G is pushing the boundaries of eco-friendly practices, from championing cold water washing to their ambitious net-zero targets. Hear firsthand about their partnerships, like those with the NFL, and their exciting journey in reducing emissions. Key Points:P&G's journey towards net zero by 2040 and its strategies for reducing scope three emissions.The impact of consumer behavior on sustainability, and Tide's campaigns to promote cold wash settings.Innovative partnerships and product developments aimed at reducing water and energy usage in fabric care.CPG Launch Leaders podcast is presented by Bold Strategies, Inc.   www.boldstrategies.com

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 insightful perspectives on fostering innovation, cultivating brand identity, and adeptly adapting to market shifts. He also discusses the dynamic landscape of consumer products, emphasizing the critical role of agility in product development and the strategic use of consumer insights for effective brand building.Join us as we discuss:The dynamics of transitioning from large CPG corporations to startup leadership.Gain insights into innovative product development and effective brand-building strategies.Understand the importance of consumer engagement and agility in the fast-paced consumer goods market.CPG Launch Leaders is presented by Bold Strategies.  www.boldstrategies.com

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 discusses the power of grassroots marketing and the importance of authenticity in branding and provides invaluable insights into the ever-evolving world of consumer packaged goods. Presented by Bold Strategies https://www.boldstrategies.com/✍️ Episode ReferencesPabst Blue Ribbonhttps://pabstblueribbon.com/Oatlyhttps://www.oatly.com/Anheuser-Buschhttps://www.anheuser-busch.com/The Lutz TavernNo link available (mentioned as no longer existing)Lewis & Clark Collegehttps://www.lclark.edu/Delta CafeNo link available (specific context not provided)The New York Times Magazinehttps://www.nytimes.com/section/magazineFlying Dog Breweryhttps://www.flyingdog.com/Dogfish Head Craft Breweryhttps://www.dogfish.com/Dano's Seasoninghttps://danosseasoning.com/

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 innovative fragrance concepts. From his early days as a Brand Manager at Procter & Gamble to his influential position at Beiersdorf, Santiago's career is a testament to the power of creativity and strategic thinking in marketing. Tune in to gain invaluable insights from Santiago's unique perspective on the ever-changing landscape of product marketing, making this an essential listen for anyone passionate about the fusion of art and science in marketing.Join us as we discuss:Santiago reflects on the broader implications of his work, including the shift in marketing strategies from traditional methods to a more digital, data-driven approach.The role of consumer insights and changing social norms in developing marketing strategies.Evolution of product marketing from traditional media to digital and data-drivenCPG Launch Leaders is presented by Bold Strategies www.boldstrategies.com

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 insights on market trends and her unique perspective on product innovation and brand management.Join us as we discuss:Christy's extensive background in CPG, including her impactful projects and roles at major companies.Insights into the importance of packaging and design in product marketing and consumer perception.Perspectives on current trends in the CPG industry and the challenges of brand development and innovation.Presented by Bold Strategies https://www.boldstrategies.com/

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 share their love for the products.Join us as we discuss:Consumer-driven changes in product developmentThe launch of new products and the challenges faced by retailer reluctanceThe use of influencer marketing and select paid advertisingCPG Launch Leaders is presented by Bold Strategies https://www.boldstrategies.com/

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 good frozen options, she decided to launch her own great tasting, better-for-you food that just happens to be gluten-free. This launch story is sure to be an inspiration for the New Year!Join us as we discuss:Launching a category-defining product in a competitive space.Celebrating success and learning from mistakesThe valuable insights you can learn when you really listen to your customersCPG Launch Leaders is presented by Bold Strategies

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 protein bars into uncharted territory.Join us as we discuss:How perseverance and resilience in the face of challenges can contribute to achieving long-term success.How disrupting established norms and industries can lead to growth and new opportunities.

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 shares valuable lessons he’s learned for entrepreneurs and innovation leaders in product development, retail expansion, and marketing strategies. Join us as we discuss:Sustainability and product innovation in the cleaning products industryLearning consumer habits and using consumer feedback in an effective wayThe differences in appealing to online and in-store shoppers

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:-Dan-O’s unconventional approach to standard marketing techniques like demos and sampling-The power of interactive and entertaining content marketing-How an engaged fanbase can become brand ambassadorsCPG Launch Leaders is presented by Bold Strategies https://www.boldstrategies.com/

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 recordsGetting customer buy-in with over-the-top activation campaigns.The thrill of racing against the clock and delivering on audacious promisesCPG Launch Leaders is presented by Bold Strategies

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 successfully shifted perception and embraced the modern market. From the remarkable turnaround of LEGO to a pivot of Axe Body Spray away from hyper-masculinity to a focus on individuality, you'll find inspiration in their strategic decisions and innovative approaches.

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 options. Join us as we discuss:How to execute successful grassroots, guerrilla marketingNavigating vital product pivotsThe effects RollinGreens saw from their appearance on Shark Tank

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+ products.Curtis takes us on a journey through the world of innovative cleaning products, sharing the remarkable story of how one ingredient, citric acid, became the driving force for exponential growth.Join us as we discuss:How Lemi Shine launched citric acid as a standalone product after initially being hesitant, and the success that followed.Innovative ways Lemi Shine uses Amazon to test and validate new product ideas.The evolution of product launches over the past 15 years.

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 desires and emotional brand connections The importance of being aware of customer and category trends

Uncover the mouthwatering tale of a food scientist turned entrepreneur, as he unveils the journey behind creating a revolutionary plant-based, crunchy protein puff that challenges the status quo of traditional bar snacksOn this exciting episode of CPG Launch Leaders Darcy and Allan sit down with Dr. Juan Salinas, the founder of P-Nuff Crunch. Join us as we discuss:Insights on product development How to thrive as a scrappy CPG entrepreneur A glimpse into Dr. Juan’s appearance on Shark Tank

Since 2000, roughly 40% of RX to OTC switches have failed. This doesn’t even take into account the countless switches that fail to make it out of development. In this episode, Susan Levy, Founder and Principal of SBL Consulting Group, and seasoned expert in consumer healthcare and RX to OTC transitions, shares valuable insights into the challenging world of switching medications from prescription-only to over-the-counter. Join us as we discuss:Navigating FDA RegulationsUnderstanding Consumer Behavior & Crafting Consumer InsightsStrategies for Growth in Consumer Healthcare