Hardware Podcasts

Founder Feature: Bone Broth Tomato Sauce and a New Twist on a Family Recipe- Liana Krasnow, Noodo

The Startup CPG Podcast · 12 Jun 2026 · 27m · Episode 321

What this episode covers

Liana Krasnow, founder of Noodo, explains how she adapted her family’s Connecticut tomato sauce recipe by replacing wine with grass-fed bone broth to create a premium, nutrient-dense product. She details the R&D process conducted in her family’s commercial kitchen, the decision to focus on retail over DTC after consumer surveys showed 89% buy sauce in-store, and the operational challenges of glass packaging, including label bubbling at 205-degree fill temperatures. Krasnow also discusses the strategic value of a dual-aisle placement (pasta sauce and bone broth) and securing four retail accounts from a last-minute Expo West booth.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Kettle and Fire, Jane's House, Whole Foods, Shaw's
Products
Noodo
Also
Expo West

Related episodes from other shows

Other shows on the same ground, closest first.

  • How I Built This · 36m

    What It Really Takes To Build a Food Business: Part 1

    Guy Raz interviews Becca Millstein of Fishwife, Brian Rudolph of Banza, and Caue Suplicy of Barnana about the early stages of building their food businesses. Millstein explains how she leveraged social media and distinctive packaging to launch Fishwife as a direct-to-consumer brand during the pandemic. Rudolph details Banza’s journey from a kitchen prototype to securing a major retail deal with Meijer, despite catastrophic manufacturing failures with chickpea pasta. Suplicy describes bootstrapping Barnana by sourcing co-packers and initially rejecting large orders from retailers like Wegmans due to capacity constraints.

    Starting a product companyManufacturing partners & offshoring
    8 chapters

  • People of Packaging · 38m

    222 - Alison Cayne, CEO of Havens Kitchen, from the classroom to the kitchen

    Alison Cayne, founder and CEO of Haven's Kitchen, explains how her cooking school evolved into a CPG brand selling sauces in flexible pouches. She details the decision to use pouches over glass or hard plastic for sustainability, logistics, and user experience, noting the higher cost but strong brand differentiation. Cayne discusses the challenges of consumer willingness to pay for sustainable packaging and the strategic advantage of standing out on retail shelves against traditional glass competitors.

    Packaging designSustainability & circular products
    6 chapters

  • How I Built This · 1h 10m

    McBride Sisters Wine (Part 2 of 2): Robin McBride and Andréa McBride John

    Robin McBride and Andréa McBride John, founders of the McBride Sisters Collection, explain how they pivoted from importing New Zealand wine to launching their own brand after a 2016 offer from Kroger. They detail the intense 90-day process of sourcing grapes, blending wines, and securing national distribution to meet the retailer's deadline. The sisters also discuss the creation of their signature 'Black Girl Magic' wine, the strategic pivot to direct-to-consumer sales during the pandemic, and their long-term goal of owning vineyards and a tasting room to diversify the wine industry.

    Direct-to-consumer & e-commerceRetail, wholesale & distribution
    7 chapters

  • How I Built This · 48m

    Advice Line with Andy Dunn of Bonobos

    Bonobos co-founder Andy Dunn and host Guy Raz advise three early-stage founders: Michele Casentino of Top Banana, Alek Supak of Broda Beverage Company, and Sabrina Nass of House of Biscotti. Dunn critiques Top Banana's DTC pricing and influencer strategy, suggesting wholesale partnerships with brands like Caraway and Paris Hilton. He advises Broda Beverage to leverage its 'better-for-you' ingredients and Polish heritage to create a 'shot culture' in bars, while telling House of Biscotti to abandon DTC e-commerce in favor of competitive wholesale pricing at retailers like Whole Foods and Walmart.

    Pricing, margins & unit economicsRetail, wholesale & distribution
    5 chapters

  • How I Built This · 49m

    Advice Line with Sarah Kauss of S'well

    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.

    Retail, wholesale & distributionMarketing & brand
    4 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by The Startup CPG Podcast. The episode itself belongs to its publisher.