Hardware Podcasts

Founder Feature: Reinventing Honey Through Design, Packaging, and Consumer Psychology with Noah Phillips of Honey Department

The Startup CPG Podcast · 3 Jul 2026 · 27m · Episode 332

What this episode covers

Noah Phillips, founder of Honey Department, explains how his background in advertising and design led him to reinvent the honey category by packaging 100% raw thick honey in an aluminum tube. He details the decision to use creamed honey for its superior texture and stability, and the strategic choice to avoid traditional grocery aisles in favor of specialty retail and gifting channels. Phillips also discusses the challenges of sourcing authentic honey from Mexico, navigating the prevalence of adulterated products, and managing logistics for fragile aluminum packaging during shipping.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Whole Foods, Anz
Products
Honey Department, Squeeze the Bear
Also
Dieline

Related episodes from other shows

Other shows on the same ground, closest first.

  • People of Packaging · 27m

    279 - Aluminum Tequila Bottles? De Nada!

    Adam Millman and Danny Neeson, co-founders of De Nada Tequila, explain their journey from college entrepreneurs to launching the first tequila brand in aluminum packaging. They discuss the decision to switch from glass to aluminum to reduce carbon emissions and improve sustainability, detailing the technical challenges of lining the cans to prevent chemical interaction with the 40% alcohol spirit. The founders also cover their sourcing of additive-free tequila from the Vivanca family distillery in Mexico and their current distribution footprint in the Northeast US.

    Packaging designSustainability & circular products
    7 chapters

  • People of Packaging · 30m

    305 - How one AZ Lemonade company uses packaging to drive sales and deliver an incredible product

    Kyle Hollenbeck, co-founder of AZ Lemonade Stand, explains how the brand evolved from a food truck side-hustle into a shelf-stable beverage company by leveraging its distinctive mason jar packaging for premium appeal. He details the technical challenges of transitioning from cold-fill to hot-fill processes to achieve shelf stability, the strategic pivot to plastic bottles for smaller formats, and the ongoing debate between glass, plastic, and cans for national expansion. Hollenbeck also discusses flavor development, retail distribution strategies, and the importance of maintaining product quality over cost-cutting.

    Packaging designScaling production
    7 chapters

  • People of Packaging · 26m

    327 - The best soda you haven't heard about (probably)!

    Gina Ho, co-founder of Hawaiian Soda Co., explains how the brand scaled from a 2020 kitchen idea to over 1,500 retail doors by prioritizing differentiation through packaging and authentic ingredients. She details the strategic decision to use 12oz sleek cans to stand out in Hawaii and the operational shift from shrink sleeves to direct-print cans as volume grew. The conversation also covers the complexities of expanding from a regional Hawaiian brand to the mainland US, including finding co-manufacturers and navigating logistics.

    Packaging designScaling production
    5 chapters

  • People of Packaging · 31m

    259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand

    Dillon Dandurand, founder of Not Beer, explains how he launched a zero-carb, zero-alcohol sparkling water in Dallas, Texas, leveraging his background at Brazi Bites and Jack Black. He details the operational challenge of sourcing a full truckload of 155,600 tall boy cans to meet minimum order quantities, opting for a turnkey manufacturer to simplify logistics. Dandurand discusses the brand's humorous packaging design, which mimics beer aesthetics, and his strategy of using sampling and influencer marketing to drive retail distribution in Texas before expanding nationally.

    Packaging designDirect-to-consumer & e-commerce
    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

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.