Behind The Shelf

What if the best way to reinvent a category isn't to create something new, but to fix what's been overlooked? Lindsay Hancock saw a gap in the bakery aisle that was hiding in plain sight, and created a cookie mix designed to close it. In this episode of Behind the Shelf, Keren Novack sits down with Lindsay Hancock, Founder and CEO of My Better Batch, to explore how she turned years of CPG experience into a premium cookie-mix brand built around convenience without compromising on taste or ingredients. Lindsay shares how her experience scaling Creative Snacks through its acquisition by KIND shaped her approach to differentiation, why earning a place on the shelf proved easier than earning a shopper's first purchase, and how My Better Batch uses packaging, premium ingredients and even a QR-code video to improve the experience at home. They also discuss the realities of scaling through a co-manufacturing model, listening to consumers, and protecting product quality as costs and distribution grow.

What if the plant-based revolution was missing the whole point? On this episode of Behind the Shelf, host Keren Novack sits down with Hailey Swartz, Co-founder and Co-CEO of Actual Veggies, to unpack a contrarian approach to the plant-based category: making vegetables the hero instead of trying to make them taste like meat. Hailey shares how Actual Veggies identified a gap between consumer motivations and what the market was offering, validated its concept ahead of the trend, and protected product quality by resisting feedback that compromised its core idea. The conversation also explores what really drives repeat purchases, how the brand expanded from burgers into new products without losing its identity, and the operational details that can make or break retail growth. From product innovation to shelf strategy, this episode offers a fresh perspective on building products consumers genuinely want.

What if the strongest innovation in food isn’t about making bigger promises, but making healthy choices easier? In this episode of Behind the Shelf, Keren Novack sits down with Jessica Hamel, founder of PlantChi, to explore how “seasonings with benefits” can bring nutrition into everyday routines without complexity, hype, or exaggerated claims. Jessica shares why she resisted adding salt and sugar despite outside pressure, how a simple two-second microhabit can drive lasting consumer adoption, and why product experience ultimately matters more than clever branding. They also discuss the gap between functional claims and genuine efficacy, the importance of consumer education, and why PlantChi is taking a “narrow and deep” approach to growth. It’s a candid conversation about simplicity, trust, and building brands that earn repeat purchases.

What if the key to launching a global product wasn't about reinventing the wheel, but bringing an authentic cultural tradition to an entirely new market? In this episode of Behind the Shelf, Keren Novack sits down with Roger Velasquez, Co-Founder of The Purple Drop, about introducing chicha morada, a traditional Peruvian drink made from purple corn, to American consumers. Roger shares the realities of moving from a family kitchen to the retail shelf, from sourcing the right ingredients and preserving traditional methods to educating consumers and winning over retail buyers. They explore why branding may earn the first purchase, but product experience earns the second, and how sampling, storytelling, and social media can turn unfamiliar flavors into lasting habits. The conversation also examines sustainability, consumer behavior, and the countless operational decisions required to scale a heritage product without compromising its identity.

What if the secret to building a breakthrough CPG brand wasn't inventing something entirely new, but reimagining something familiar? In this episode of Behind the Shelf, Keren Novack speaks with Sean Knecht, co-founder of Tantos, and President of PrideBites LLC, about transforming a chef's accidental discovery into the world's first pasta chip. Sean shares how early sellout launches validated demand, why combining familiarity with novelty lowers the barrier to consumer trial, and how thoughtful branding can make all the difference in a crowded snack aisle. He also explains why great taste must come before health messaging, how retailers evaluate emerging brands, and why proving shelf velocity is essential to earning long-term retail placement. Beyond the product itself, Sean offers an honest look at the operational realities of building a CPG company, from inventory forecasting and production planning to managing expiration dates and fulfillment.