Shelf to Scale

He Went From Zero to Sold Out on Amazon in 4 Months

Peanut butter is down 30% a year. Pistachio butter is up 500%. Utsab Roychowdhury and his partner quit investment banking to bet on the gap. In four months he went from a blender in his New York apartment to live on Amazon. Two-person team. No mass retail. $20 a jar. Sold out for two months straight. This conversation breaks down the exact moves: * how he found a co-packer in 20 calls * why he turned down big retail on purpose * the pricing rule that keeps his margins alive while other CPG founders bleed out at the shelf. GUESTUtsab Roychowdhury - Stesh Pistachio ButterLinkedIn: https://www.linkedin.com/in/utsab-roychowdhury/Website: https://steshbutter.com/ SHELF TO SCALE Weekly conversations with CPG and FMCG founders on distribution, retail, and scaling. Hosted by Devesh Tilokani

The Laziest Way to Make UGC Ads in 2026 (Zero Creators)

David, 21 years old, just built three full UGC ad campaigns for Olipop, Feastables, and Rhode in under an hour. No creators. No studio. Just one product image and an AI prompt. In this episode, you will learn: * Why the $150 to $500 UGC creator model is officially dead * The Pixar trend that's flipping AI ad strategy on its head (it works because it doesn't try to look real) * How Petco Labs is running 100% AI ads at scale, right now * The "context rule" that's the difference between a viral ad and a broken one * The 13 formats every physical product brand should be testing * Why one operator with AI now does the job of ten David, founder of StarPop AI, walks through live demos of Feastables Mr Beast bar ASMR ads, Olipop fridge-grab voiceovers, and Rhode lip balm cinematics, then breaks down a Petco Labs ad where every single frame was AI generated. If you sell a physical product and you're still paying $5,000 to test 10 ad hooks, this is the episode that ends that math. Guest links: * David Ishag, co-founder of StarPop AI * Try Starpop - https://starpop.ai/?via=shelftoscale Links that David mentioned on the episode Claude Prompting System YT video - https://youtu.be/f83UH-qmNUs?si=LQQN3jzw3cDjmsKq Claude Agent - https://starpop.ai/claude-agent Shelf to Scale is a weekly podcast for CPG and FMCG founders navigating distribution, retail, and scaling. Hosted by Devesh Tilokani.

His Hot Sauce Exploded. Then He SOLD 100,000 BOTTLES. Here's How

A customer opened a bottle of Lost in the Sauce and it exploded. Fresh mangoes were fermenting inside sealed glass. Karthy pulled every bottle, went back to the drawing board, and rebuilt. Eight years later, he's sold over 100,000 bottles across retail, DTC, and farmers markets in Canada. Karthy started making sauce in 2017 after his best friend Brandon passed away. Brandon's Trinidadian father taught him the recipe. Blank bottles, e-transfers, cash sales to friends. Then retailers came calling. Then TJX wanted 20x his production volume in a single order. That forced him to scale from kitchen blenders to a HACCP-certified co-packer, and nearly broke the business in the process. This conversation covers the real math behind retail margins, every hidden cost most CPG founders miss, and why Karthy believes revenue without profit is the fastest way to kill your brand. GUESTKarthy Subramaniam - Lost in the Sauce (LITS)Instagram: @litssauceWebsite: https://lostinthesauce.ca/ SHELF TO SCALEWeekly conversations with CPG and FMCG founders on distribution, retail, and scaling.Hosted by Devesh Tilokani

Astronauts on ARTEMIS II ate his cereal brand. Here is how he did it...

Daniel Carson almost deleted the email that put his cereal on the Artemis II mission. The Canadian Space Agency picked Goldy's strawberry lavender flavor and orders started pinging in during live TV interviews. This episode covers the real mechanics behind getting from a commercial kitchen to 700+ retail doors and a Walmart launch in August 2026. Daniel breaks down the * CPG pricing chain most founders don't understand until they're already losing margin * why getting INTO Sobeys was the easy part * the co-founder dynamic that lets him and his best friend Schreiber tell each other to shut up with zero ego. If you're building a consumer brand and trying to figure out what comes after the first listing, this one matters. GUEST Daniel Carson - Goldy's Website: https://goldys.ca/ Instagram: https://www.instagram.com/goldysjustright Tiktok: https://www.tiktok.com/@goldysjustright SHELF TO SCALE Weekly conversations with CPG and FMCG founders on distribution, retail, and scaling. Hosted by Devesh Tilokani 00:00 — The email we thought was spam (from the Canadian Space Agency) 06:24 — Running events at Drake's house every two weeks 08:36 — The David's Tea of oatmeal that almost existed 14:14 — Mixing oatmeal in a commercial kitchen until 2 AM 17:41 — How Sobeys said yes before we'd even launched 19:27 — The pricing mistake that kills most CPG brands 34:20 — Watching our cereal launch into space 39:42 — Why Walmart in August is the real test 45:25 — The one thing I'd tell myself on day one

She Built a Popcorn Brand From Prison. Now in 4,500+ Stores Across Canada

She walked out of a federal prison with no money, no manufacturer, and no retail relationships. Today Comeback Snacks is in 4,500+ stores across Canada and Walmart is next. Emily O'Brien built the entire foundation of her brand from inside Grand Valley Institution for Women in Kitchener. No internet. No laptop. Just handwritten letters, a prison library, and a business partner mailing her logo sketches through the post. In this conversation, Emily breaks down the full journey: from popping flavoured kernels in a prison kitchen, to walking cold into a Mississauga factory with no appointment and leaving with a manufacturer, to navigating her first Sobeys listing and learning that getting on the shelf is only half the battle. She also covers * why she renamed the brand from Cons and Kernels * how tariffs killed their US business overnight * the brand licensing deal she stumbled into through a podcast appearance * why employees with criminal records often outperform those without — backed by research. 4,500 stores. Built from a mailbox and a library card. Shelf to Scale is a weekly podcast for CPG and FMCG founders navigating distribution, retail, and scaling. Hosted by Devesh Tilokani. Comeback Snacks Instagram - @comebacksnacks Emily's Instagram - @emz.obrien Website - https://comebacksnacks.com/