# #106 Shelfies Finalists & Trends from Startup CPG's 2023 Awards

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-09-05
- Length: 47m
- Episode: 83
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-09-05-106-shelfies-finalists-trends-from-startup-cpgs-2023-awards
- Listen: https://share.transistor.fm/s/90afd55b

## Summary

Patricia Menegoto, Head of Marketing & Community, and Jenna Movsowitz, Managing Editor of Startup CPG, discuss the 2023 Shelfies Awards, which narrowed 600+ submissions to 76 finalists across 21 categories. They highlight key trends including functional beverages with benefits (Immorel, Recoup Wellness), plant-based cheese innovation (Seeductive Foods, Rebel Cheese), and premium frozen prepared meals (House of Kajaana, NoBull). The judges also detail their rigorous tasting process, which involved personal deliveries from founders like Toum by Saha and Culture Kitchn Kombucha, and specialized judging for pet products involving Kiki’s corgis.

## Outline

1. Introduction: The Shelfies Awards and Process
2. Beauty Trends: Feminine Care and Functional Skincare
3. Supplement Trends: CBD, Gut Health, and Menstrual Support
4. Beverage Innovations: Functional Mushrooms and Dual-Format SKUs
5. Frozen and Plant-Based Food: Cheese, Meals, and Ice Cream
6. Pet Category Judging: Superfoods and Functional Treats
7. Upcoming Events: Expo East and Award Announcements

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Toum by Saha (product)
- Sohha Savory (product)
- Culture Kitchn Kombucha (product)
- Pedestrian Project (product)
- Daybird (product)
- Jaded CBD (product)
- Bonny (product)
- Funk It Wellness (product)
- Recoup Wellness (product)
- Twrl Milk Tea (product)
- Hooch Booch (product)
- Immorel (product)
- Krushwell (product)
- Thrive Market (company)
- House of Kajaana (product)
- Kula (product)
- NoBull (product)
- Something Sweet (product)
- Kind Roots (product)
- Seeductive Foods (product)
- Rebel Cheese (product)
- Goddess Mousse (product)
- Full of Beans Kitchen (product)
- Better Sour (product)
- Bundle & Joy (product)
- Petaluma (product)
- A Better Treat (product)
- Homescape Pets (product)

## Related episodes from other shows

- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams (2025)](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-09-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams-2025) (How I Built This)
- [345 - Beyond the Dieline - The secret success behind Junebar! Tom Seymour and Keith McCullough](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-17-345-beyond-the-dieline-the-secret-success-behind-junebar-tom-seymour-and-keith-m) (People of Packaging)
- [350 - Beyond the Dieline - Dr Juan from PNuff Crunch joins Tom Seymour](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-05-27-350-beyond-the-dieline-dr-juan-from-pnuff-crunch-joins-tom-seymour) (People of Packaging)
- [7 - Interact Boulder Forum](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-09-16-7-interact-boulder-forum) (People of Packaging)
- [HIBT Lab! New Culture: Matt Gibson and Inja Radman](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-13-hibt-lab-new-culture-matt-gibson-and-inja-radman) (How I Built This)

## Citing this page

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