Shelf Help: The Tactical CPG Podcast

On this episode, we're joined by Simon Solis-Cohen, Founder of Huxley - the Minneapolis-based plant-powered energy refresher made with real fruit juice and caffeine from upcycled cascara superfruit. Simon is a chef by training who ran a wine marketing agency for years before selling it and going all in on Huxley. We dive into the pivots that got the brand here, starting with the fact that Huxley launched as a coffee company. Simon breaks down why he left the coffee behind when Huxley debuted...

On this episode, we're joined by Belle Robinson, Founder of ROXII Supercube - the functional wellness brand putting superfoods, collagen and electrolytes into nutrient-infused ice cubes that melt into whatever you're drinking. Belle is a certified nutritional therapist who spent years freezing superfoods into her own water before turning that habit into a four SKU lineup now sitting in Sprouts and Wegmans. We dive into why frozen was the right format for a functional product and what i...

On this episode, we're joined by Jasen Urena, Vice President at NestFresh, the humane egg brand that just became the first national brand in the US to move its entire retail lineup to in-ovo sexed Humanely Hatched eggs. Jasen has spent 20 years with the company across marketing, sales, and operations. He breaks down what in-ovo sexing actually is, why only about 10% of Americans know what happens to male chicks at the hatchery, and how NestFresh brought AAT's Cheggy technology over from...

On this episode, we're joined by Jesse Arntson, Director of Sales, Mass & Club at SLATE Milk - the high protein, lactose-free shake and iced coffee brand. Jesse has spent close to two decades on the commercial side of beverage, with stops at Red Bull, ZOA Energy, Fever-Tree and Bobo's before landing at Slate. Jesse breaks down what actually separates mass from club, and why the two get lumped together far more often than they should. Mass is broad distribution, assortment strategy and it...

On this episode, we're joined by Aviv and Michelle Schor, Co-Founders of HUNDY! - the frozen fruit pop brand made from a single ingredient: 100% organic whole fruit. We dig into the R&D reality of a one-ingredient product, sourcing organic tropical fruit through brokers and growers across Latin America, and commercialization (they searched for months and could not find a co-packer anywhere with the right equipment, so they spent about a year building their own machinery.) We dive into the...