# Advice Line with Katlin Smith of Simple Mills

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-01-23
- Length: 49m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-23-advice-line-with-katlin-smith-of-simple-mills

## Summary

Katlin Smith, founder and CEO of Simple Mills, joins Guy Raz to answer questions from three founders about scaling physical product businesses. She advises Scott of Upcycle Foods on adapting recipes for contract manufacturers, Tim of Grumpy Dad Sauce Company on the financial risks of going 'all-in,' and Marissa of Sweet Paws on focused marketing strategies for their silicone pet products. Smith shares her own journey from kitchen experiments to a brand sold in nearly 30,000 stores, recently acquired by Flowers Foods for nearly $800 million.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-23-advice-line-with-katlin-smith-of-simple-mills#t=0) Introduction: Katlin Smith and Simple Mills
- [3:16](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-23-advice-line-with-katlin-smith-of-simple-mills#t=196) Funding Challenges and Resilience
- [5:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-23-advice-line-with-katlin-smith-of-simple-mills#t=324) Product Innovation and Prioritization
- [6:43](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-23-advice-line-with-katlin-smith-of-simple-mills#t=403) Advice for Upcycle Foods: Manufacturing Spent Grain
- [20:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-23-advice-line-with-katlin-smith-of-simple-mills#t=1208) Advice for Grumpy Dad Sauce: Going All-In
- [33:41](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-23-advice-line-with-katlin-smith-of-simple-mills#t=2021) Advice for Sweet Paws: Marketing the Better Bag Opener
- [48:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-23-advice-line-with-katlin-smith-of-simple-mills#t=2892) Final Advice: Learning and the Flowers Foods Acquisition

## Topics

- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

companies scaling up, founders before launch, early-stage companies

## Mentioned

- Simple Mills (company)
- Upcycle Foods (company)
- Grumpy Dad Sauce Company (company)
- Sweet Paws (company)
- Flowers Foods (company)
- Chewy (company)
- Whole Foods (company)
- Better Bag Opener (product)
- Howard Stern (other)
- Bull and Branch (company)

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- [013: From Kitchen to Amazon, Launching All-Natural Cake Mix for Dogs with Kelly Costello of Puppy Cake](https://hardwarepodcasts.com/podcast/product-startup/2016-07-26-013-from-kitchen-to-amazon-launching-all-natural-cake-mix-for-dogs-with-kelly-co) (Product Startup)
- [#66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-10-25-66-sharing-is-caring-how-alison-cayne-havens-kitchen-share-cooking-confidence-an) (The Startup CPG Podcast)
- [#134 How to Make and Scale Your Product with Jamie Valenti-Jordan, Catapult Commercialization Services Part 2](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-03-21-134-how-to-make-and-scale-your-product-with-jamie-valenti-jordan-catapult-commer) (The Startup CPG Podcast)
- [Bonus Episode: Khalil Khamis of Crafty Ramen](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-02-bonus-episode-khalil-khamis-of-crafty-ramen) (The Startup CPG Podcast)

## Citing this page

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