# Founder Feature: Marilyn Yang of Popadelics

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-04-11
- Length: 35m
- Episode: 138
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-11-founder-feature-marilyn-yang-of-popadelics
- Listen: https://share.transistor.fm/s/1de86ef2

## Summary

Marilyn Yang, co-founder and CEO of Popadelics, explains how she and her husband pivoted their pandemic-era shiitake mushroom chip brand from a DTC model to a retail-focused business, now present in over 3,000 stores including Whole Foods and CVS. Yang details the rigorous product development process with R&D consultants, the strategic decision to hire a branding agency to create an edgy identity, and the operational challenges of reformulating the product for retail shelf life and natural market certifications. She also discusses the company's self-funded origins, the decision to seek outside capital only after proving traction, and the difficulties of managing the 'hot and cold' timeline of securing major retail placements.

## Outline

1. Introduction and Brand Overview
2. Founding Story and Product Ideation
3. R&D and Flavor Development
4. Branding Strategy and Agency Partnership
5. Pivot from DTC to Retail
6. Product Reformulation and Certifications
7. Go-to-Market and Trade Show Strategy
8. Funding, Self-Financing, and Investor Readiness
9. Retail Challenges and Future Goals

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

companies scaling up

## Mentioned

- Popadelics (product)
- Whole Foods (company)
- Urban Outfitters (company)
- CVS (company)
- KEHE (company)
- UNFI (company)
- Sprouts (company)
- Amazon (company)
- Summer Fancy Food Show (other)
- Entrepreneur Elevator Pitch (other)

## Related episodes from other shows

- [Pipcorn: Jennifer and Jeff Martin](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Live From The HIBT Summit: Stacy Madison of Stacy's Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-03-12-live-from-the-hibt-summit-stacy-madison-of-stacys-pita-chips) (How I Built This)
- [Advice Line with Stacy Madison of Stacy’s Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-16-advice-line-with-stacy-madison-of-stacys-pita-chips) (How I Built This)
- [Advice Line with Mark Ramadan of Sir Kensington's](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-27-advice-line-with-mark-ramadan-of-sir-kensingtons) (How I Built This)

## Citing this page

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