# R&D RADIO: Lara Tiro of Rebel CPG — The PB&J Framework, COGS, and How to Scale a Food Product the Right Way

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-05-25
- Length: 31m
- Episode: 310
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-25-r-d-radio-lara-tiro-of-rebel-cpg-the-pb-j-framework-cogs-and-how-to-scale-a-food
- Listen: https://share.transistor.fm/s/37a4b919

## Summary

Lara Tiro, founder of Rebel CPG, explains her PB&J framework (Product, Packaging, Pricing, Process, Brand, Buyer, Baseline, Joy) for scaling food products, emphasizing that understanding COGS is critical to avoid financial failure. She details the transition from home kitchen recipes to commercial formulas, using a case study of Wholesome Yum’s frozen baby food to illustrate the complexities of scaling, packaging, and food safety. Tiro highlights the importance of managing ingredient behavior changes at scale, such as the use of tamarind seed gum and palm oil alternatives, and stresses that 'done is better than perfect' in product development.

## Outline

1. Introduction: Lara Tiro and Rebel CPG
2. Lara's Career Path: From Eggs to Food Science
3. The PB&J Framework for Scaling
4. Case Study: Scaling Wholesome Yum Frozen Baby Food
5. The Importance of COGS and Pricing
6. Ingredient Trends: Hydrocolloids and Fat Replacers

## Topics

- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Design for manufacturing & NPI](https://hardwarepodcasts.com/topic/design-for-manufacturing)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)

## Most relevant to

early-stage companies

## Mentioned

- Rebel CPG (company)
- Wholesome Yum (company)
- CFIA (other)
- Bemis University (other)
- IFT (other)
- tamarind seed gum (material)
- xanthan gum (material)
- sbi (company)

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- [360 - Beyond the Die Line - The pitch was awful. They liked the bar! Tom Seymour and Ree Dolnick](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-10-08-360-beyond-the-die-line-the-pitch-was-awful-they-liked-the-bar-tom-seymour-and-r) (People of Packaging)
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## Citing this page

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