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

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-06-12
- Length: 27m
- Episode: 321
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-12-founder-feature-bone-broth-tomato-sauce-and-a-new-twist-on-a-family-recipe-liana
- Listen: https://share.transistor.fm/s/6631cf77

## Summary

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.

## Outline

1. Introduction: Liana Krasnow and Noodo's Origin Story
2. Recipe Development: Replacing Wine with Bone Broth
3. R&D Process: Tasting 80 Sauces in a Family Kitchen
4. Product Positioning: Smooth vs. Chunky and Texture
5. Packaging Design: The Tomato Window and Label Bubbling
6. Go-to-Market Strategy: Retail Focus Over DTC
7. Retail Strategy: Dual-Aisle Placement and Expo West
8. Advice for Founders: Networking and Hidden Costs

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

early-stage companies

## Mentioned

- Noodo (product)
- Kettle and Fire (company)
- Expo West (other)
- Jane's House (company)
- Whole Foods (company)
- Shaw's (company)

## Related episodes from other shows

- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (How I Built This)
- [222 - Alison Cayne, CEO of Havens Kitchen, from the classroom to the kitchen](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-24-222-alison-cayne-ceo-of-havens-kitchen-from-the-classroom-to-the-kitchen) (People of Packaging)
- [McBride Sisters Wine (Part 2 of 2): Robin McBride and Andréa McBride John](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-10-26-mcbride-sisters-wine-part-2-of-2-robin-mcbride-and-andrea-mcbride-john) (How I Built This)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (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)

## Citing this page

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