# #260 - Packaging Changes as you Grow with Evie's Snacks and Belmark

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-08-04
- Length: 44m
- Episode: 349
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-04-260-packaging-changes-as-you-grow-with-evies-snacks-and-belmark
- Listen: https://share.transistor.fm/s/50835681

## Summary

Eve Ackerley, founder of Evie's Snacks, and Cody Ponsler from Belmark discuss how packaging must evolve as a CPG brand scales from farmers markets to national retail. Ackerley details her journey from hand-applied stickers on craft bags to custom printed stand-up pouches, highlighting a critical lesson where buyer feedback revealed her initial design looked like 'laundry detergent.' Ponsler explains why 50% of brands change their packaging art between their first and second production runs and advises founders to prioritize shelf-life and brand storytelling over premature premium finishes.

## Outline

1. Introduction: Evie's Snacks and Belmark
2. The Evolution from Craft Bags to Custom Pouches
3. Packaging Design: Windows vs. Photography and Shelf Life
4. Merchandising Strategy and Category Context
5. Operational Lessons: DSD Deals and Inventory Risk
6. Advice for Founders: Testing and Timing Packaging Changes

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

companies scaling up

## Mentioned

- Evie's Snacks (product)
- Belmark (company)
- Sprouts (company)

## Related episodes from other shows

- [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)
- [325 - From Shrink Sleeves to Scale: The Tru Energy Packaging Journey](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey) (People of Packaging)
- [217 - Erica Rankin on her packaging pivot at Bro Dough](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-10-217-erica-rankin-on-her-packaging-pivot-at-bro-dough) (People of Packaging)
- [8 - Evelio Mattos from Package Design Unbox'd](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-10-01-8-evelio-mattos-from-package-design-unboxd) (People of Packaging)
- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)

## Citing this page

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