The Startup CPG Podcast · 4 Feb 2025 · 42m · Episode 117
John Lane, Category Manager for Snacks & Commercial Bread at Raley's, discusses the retailer's health-focused initiatives, including banned ingredients and sustainable seafood, and the shift toward functional snacking like protein and gut-health products. He explains how Raley's balances legacy brands with emerging startups, emphasizing the need for passion, data-backed pitches, and operational readiness from new vendors. Lane shares success stories of brands like Saws and Fish Wife that thrived through aggressive promotions, demos, and strong collaboration with the buyer team.
large enterprises
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S'well founder Sarah Kauss joins Guy Raz to advise three early-stage founders on positioning and growth. She helps Chiara Moonzi of Chigi navigate grocery placement for a chickpea-based hot cereal, Jesús Rualcaba of Paper Tacos expand his Latino-inspired greeting cards beyond specialty stores, and Adam Barker of Bolt Skin and Shave determine his growth strategy for a razor brand targeting men who shave their legs.
Jake Karls, co-founder of Mid-Day Squares, explains how the company evolved from hand-making bars in a condo kitchen to building a custom manufacturing facility producing 150,000 squares daily after facing rejection from 26 co-packers. He details the strategic decision to place their refrigerated snacks in the fresh aisle to avoid the 'sea of sameness' in dry nutrition bars and discusses the launch of their viral 'No-Bread PB&J' line, which was developed to mitigate cocoa price surges. Karls emphasizes the importance of radical social media transparency and storytelling to build an emotional connection with consumers, turning early pandemic crises into growth opportunities by going 'on offense.'
RXBAR co-founder Peter Rahal joins Guy Raz to answer questions from three early-stage founders: Kristi Stewart of Inner Wellth Supplements, Eric of Squat Wedgies, and April Waktel of Cheeky Cocktails. Rahal shares insights on scaling via high-intent digital ads, balancing Amazon volume with direct-to-consumer margins, and refining product messaging for trade versus consumer audiences. He also reflects on his new venture, David Protein, and the importance of overcoming founder pride to accept criticism.
Lara Merriken, founder of LÄRABAR and co-founder of Anther, joins Guy Roz to advise three early-stage founders on scaling, retail strategy, and fundraising. She guides Alison Rep of Joy Breeders on maintaining brand authenticity while expanding into larger retail channels, emphasizing product stability over marketing buzzwords. For Mariano Quest of Maax Brands, she advises on positioning caffeinated gum in the correct retail aisle and clarifying the value proposition. Finally, she encourages Lauretta Nakocha of Loretta's British Ginger Tea to leverage her personal story and charisma to successfully fundraise for shelf-stable formulation.
Lara Merriken, founder of LÄRABAR and co-founder of Anther, joins Guy Raz to advise three early-stage founders on scaling, retail strategy, and fundraising. Alison Rep of Joy Breeders seeks advice on maintaining brand authenticity while expanding into larger retail channels, with Lara and Guy suggesting she focus on product stability and specific retail placement rather than abstract brand values. Mariano Questam of Maax Brands struggles to enter major retail buyers' doors with his caffeinated gum, receiving advice to clarify his product's value proposition and target specific user tribes like athletes. Finally, Lauretta Nakocha of Lauretta British Ginger T asks how to fundraise as a solo founder, with suggestions to leverage her storytelling through crowdfunding and direct community asks.
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