Shelf Help: The Tactical CPG Podcast

Mason Domecq - Going After the Energy Drink Aisle with Honey Kombucha

On this episode, we're joined by Mason Domecq, Founder of DIVINI, the Scottsdale honey kombucha brand that's about to take over Sprouts in the Southwest.  We get into the formulation that makes the product scalable: ferment the kombucha base to zero sugar, then add back honey, fruit juice, nootropics, and a probiotic strain. We dig into why he chose cans over glass and went after people stuck on energy drinks and soda rather than the high-end Whole Foods shopper, the recent rebrand that helps the cans jump off a crowded shelf, and Mason's pricing strategy and philosophy. We also cover the community-first playbook of music and art events, how a cold LinkedIn DM to category managers led to an imminent Sprouts launch in his Phoenix backyard, and what building in public actually did for the brand. --------------- Episode Highlights: 🍯 Borrowing a SCOBY from a family friend's table 🧪 Fermenting to zero sugar then adding honey back 🏭 Cold-calling the first brewery to white label 🥫 Why cans beat the $6 holistic bottle 🎨 Rebranding so the product sells itself on shelf 💰 Pricing from landed cost to a $4.49 Sprouts MSRP 🎶 Building a community through music and art events 🛒 Cold-DMing category managers into a Sprouts launch 🚚 The local playbook to hit 160 to 200 doors 📈 Going from a pre-seed round to a seed raise 📱 Building the brand in public before a polished product 🔭 What's next: more flavors and grab-and-go formats --------------- Table of Contents: 00:00 – Intro 00:51 – From investment banking to brewing kombucha 03:35 – The recipe that started DIVINI 04:36 – Quitting the day job and the first commercial run 06:01 – Formulating honey kombucha (and why honey is tricky) 07:36 – Finding the first brewery and white labeling in 10:59 – Why cans, and recategorizing functional health 12:29 – Packaging that sells itself on the shelf 14:51 – Knowing when it's time to rebrand 18:03 – Pricing and building the margin model 20:39 – Building community through music and art events 22:51 – The accessibility gap they had to fix 23:56 – Landing Sprouts through a LinkedIn DM 26:53 – The local distribution playbook 28:07 – Fundraising and scaling production 30:03 – Building the brand in public 32:49 – Product roadmap and what's next 34:27 – Where to find DIVINI --------------- Links: DIVINI – https://www.livedivini.com/ Follow Mason on LinkedIn – https://www.linkedin.com/in/mason-domecq-2a3b34192/ Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out https://www.kitprint.co/. Shout out to my friends over at Glimpse [https://www.tryglimpse.com/?utm_source=podcast%20&utm_medium=podcast%20&utm_campaign=shelf_help], the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.

Isabel Washington - The Gap Hiding in 90% of the Retail Coffee Aisle

On this episode, we're joined by Isabel Washington, Founder & CEO of Laurel's - the canned latte brand made, built for people who actually look forward to their RTD coffee.  Isabel spotted the gap while working at McKinsey, noticing that roughly 90% of the RTD coffee aisle was non-dairy, ultimately leaving in early 2024 to build the dairy-forward latte she wanted to see on the shelf. We get into formulation, why decaf was the wrong white space, why every can lands at 80mg of caffeine instead of the category's usual 200, and why she bet that taste, not convenience, was the real gap in RTD coffee. We also dig into the realities of an A2 dairy supply chain, the white can and cow on the front that made people think it was canned milk, and why the most important job of a label is communicating one attribute clearly, not ten. Isabel shares how Laurel's got into Erewhon, what buyers really want (incrementality and a real promo plan), how UNFI Up Next and KeHE Elevate help young brands, pricing strategy, and the investor catch-22 that comes with scaling. --------------- Episode Highlights: ☕ Spotting the gap: 90% of RTD coffee is non-dairy 🥛 Why 100% A2 dairy, and what makes it gut-friendly ⚡ Building for 80mg caffeine, not 200 🏭 From kitchen espresso shots to a real co-packer 🐄 A2 supply chain risk and the Alec's Ice Cream drama 🎨 Why the can is white (people thought it was canned milk) 📦 Packaging advice: nail the one attribute that matters 🚀 Just launch, then iterate (40 demos in her first 40 days at Erewhon) 💰 The category price ceiling and making the unit economics work 🛒 How Laurel's got into Erewhon (they just applied online) 📊 What buyers want: incrementality, not another me-too SKU 🚚 UNFI Up Next and KeHE Elevate for emerging brands 👀 Brands Isabel is watching right now --------------- Table of Contents: 00:00 – Intro 01:05 – Origin story: from McKinsey to the RTD coffee gap 05:21 – Early R&D and why decaf was the wrong bet 07:36 – Why 80mg caffeine, and taste vs convenience 09:11 – From kitchen espresso shots to a co-packer 10:30 – A2 dairy supply chain and the Alec's drama 14:07 – Why the can is white 17:00 – Packaging advice: the one attribute that matters 18:36 – Just launch, then iterate 22:33 – Pricing and the category price ceiling 25:55 – How Laurel's got into Erewhon 26:48 – What buyers want: incrementality and support 29:25 – Distributors: UNFI Up Next and KeHE Elevate 32:30 – Being a true partner to your distributor 36:52 – Velocity vs expanding distribution 40:53 – National vs regional, and the investor catch-22 42:24 – Brands Isabel is watching 45:42 – Where to find Isabel and Laurel's --------------- Links: Laurel's – https://drinklaurels.com/ Follow Isabel on LinkedIn – https://www.linkedin.com/in/isabeldwashington/ Laurel's on LinkedIn – https://www.linkedin.com/company/drinklaurels/ Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out https://www.kitprint.co/. Shout out to my friends over at Glimpse [https://www.tryglimpse.com/?utm_source=podcast%20&utm_medium=podcast%20&utm_campaign=shelf_help], the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.

Jason Wright - Scaling WILDE Into a $100M+ and 20,000+ Door Brand

On this episode, we're joined by Jason Wright, Founder and CEO of WILDE Protein Snacks - the brand that figured out how to turn chicken breast into a thin, crispy chip (and now crackers!) and has since grown into a $100M+ business across 20,000+ retail doors.  Jason walks through the full journey - from a failed meat-based protein bar to the eureka moment at the bottom of a potato chip bag, through R&D at Colorado State's meat science lab, a disastrous test run at a pork rind facility, and the moment that inspired WILDE's now-patented production equipment. We get into why WILDE had no choice but to vertically integrate and what it took to build a 55,000 sq ft facility in Kentucky during COVID - WILDE is now opening a 130,000 sq ft plant.  Jason also breaks down pricing strategy, why demos remain the top velocity driver, and how TikTok creators are scaling a "disbelief" marketing message. We also dig into WILDE's innovation pipeline - the hard lesson from discontinuing a pork chip, and why the brand is now focused on formats. Crackers just hit the shelf, a tortilla chip is coming later this year, and a pita chip is on the horizon. --------------- Episode Highlights: 🥣 From granola founder in NYC to chicken chip inventor 🧪 R&D at Colorado State's JBS-built meat science lab 🏭 The pork rind facility disaster and what came next 🔧 A bulldozer-inspired idea that led to patented equipment ⚠️ IP leakage at a co-man (Conagra, Tyson, Hershey) 🏗️ Building a 55K sq ft facility during COVID - and now a 130K sq ft plant 🎨 Naming the brand after Oscar Wilde (and the trademark fight) 🛒 How Whole Foods pioneered the protein snack set 🚀 Demos as the #1 velocity driver (and scaling TikTok creators) 💡 The "I Can't Believe It's Not Butter" marketing philosophy 🧀 Launching the WILDE cracker (chicken breast + four cheeses) 🎯 Why WILDE is now focused on formats, not proteins 👀 Innovation roadmap: tortilla chips, pita chips, flat pretzels --------------- Table of Contents: 00:00 – Intro 01:00 – Origin story: Feed Granola and health food in NYC 03:17 – The failed meat-based protein bar 06:57 – R&D at Colorado State's meat science lab 08:03 – The pork rind facility disaster 09:30 – The bulldozer moment and patented equipment 11:00 – Why WILDE had to vertically integrate 12:01 – Co-man in Virginia and IP leakage risks 14:00 – Why Kentucky and how they financed the build 18:11 – Brand identity and "protein chips" framing 20:07 – Naming the brand after Oscar Wilde 22:17 – Pricing strategy and retail expansion 24:05 – Landing at Whole Foods and the protein snack set 26:27 – Driving velocity: demos, TikTok, and disbelief marketing 29:25 – Distribution: UNFI, KeHE, going direct 31:03 – Pork chip lessons and the pivot to formats 35:51 – New product launch challenges 39:12 – Fundraising tips: seed vs. growth stage --------------- Links: WILDE Protein Snacks – https://www.wildebrands.com Follow Jason on LinkedIn – https://www.linkedin.com/in/jason-wright-ceo/ WILDE on LinkedIn – https://www.linkedin.com/company/wilde-protein-snacks/ Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out https://www.kitprint.co/. Shout out to my friends over at Glimpse [https://www.tryglimpse.com/?utm_source=podcast%20&utm_medium=podcast%20&utm_campaign=shelf_help], the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.

Bar Bruhis - Building a High-Protein Couscous Brand In the Mountains

On this episode, we're joined by Bar Bruhis, Founder and CEO of Boostcous, the gluten-free, high-protein couscous brand that packs 18 grams of protein and 11 grams of fiber into a five-minute meal.  Before going all in on Boostcous, Bar spent a decade in SaaS and DTC, running day to day at KnoCommerce and helping start Sumo.com. Bar walks through the two-year formulation grind: roughly a hundred failed kitchen batches, a promising overseas manufacturer that collapsed the moment tariffs hit, and the decision to rebuild the supply chain and vertically integrate production in the US. We dig into how Bar funded the first run for under $50K, the signal that made him leave KnoCommerce to go all in, the five customer segments, and why he personally texts and calls one-star reviewers. We also talk about cracking paid ads with a founder video he spent 70 hours making, going viral through Snaxshot and the New York Times, finagling his way into ExpoWest for free, and the aisle-placement that puts Boostcous next to rice and quinoa instead of pasta. --------------- Episode Highlights: 🥣 Why regular couscous is just a carb bomb 🧪 Two years and 100 failed kitchen batches ⚠️ How tariffs killed the overseas manufacturing plan 🏭 Vertically integrating production in the US 💸 Launching for well under $50K 🚀 The signal that made him leave KnoCommerce 👥 The five customers he never expected 📞 Why he texts and calls one-star reviewers 🛒 The first 500 orders sold from his garage 📈 Going viral via Snaxshot and the New York Times 🎬 The 70-hour founder ad that cracked paid 🛍️ Finagling his way into Expo West for free 🤖 Building the company AI-first --------------- Table of Contents: 00:00 – Intro 00:50 – Origin story 02:55 – The product: 18g protein, 11g fiber, three ingredients 03:25 – The two-year formulation journey 05:22 – Tariffs blow up the plan, rebuilding in the US 07:12 – Moroccan vs Israeli couscous 10:18 – Funding the first run (write it to zero) 12:28 – The signal to go all-in and leave KnoCommerce 14:17 – Who the core customer actually is 17:08 – Finding your real customer fast 19:05 – The first 500 orders from Bar's garage 20:04 – Brand identity and naming Boostcous 22:58 – Cracking paid and going viral 25:01 – The 70-hour founder ad 26:44 – Expo West strategy 28:48 – First retail doors and velocity learnings 33:05 – Building the company AI-first 35:42 – Product roadmap and flavors 37:14 – Where to follow along --------------- Links: Boostcous – https://boostcous.com/ Follow Bar on LinkedIn – https://www.linkedin.com/in/barbruhis/ Boostcous on LinkedIn – https://www.linkedin.com/company/boostcous/ Follow Bar on X – https://x.com/Bbruhis Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out https://www.kitprint.co/. Shout out to my friends over at Glimpse [https://www.tryglimpse.com/?utm_source=podcast%20&utm_medium=podcast%20&utm_campaign=shelf_help], the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.

Morgan Zanotti - Act Two After A $200 Million Exit to Kraft

On this episode, we're joined by Morgan Zanotti, Founder and CEO of Waay - the sparkling protein water brand with 10 grams of protein, zero sugar, and 45 calories a can. Morgan co-founded Primal Kitchen, which she helped grow from a kitchen to roughly $50 million in revenue before a $200 million exit to Kraft Heinz. We get into the origin of Waay, starting with the clear whey protein isolate that made Morgan wonder why no one had put it in a sparkling water. Morgan walks through the rapid launch timeline, the rollout across Whole Foods, Sprouts, and a Target protein end cap, where a sparkling protein belongs on shelf, and why the brand took off on Amazon and TikTok Shop faster than she expected. We also talk about the importance of reaching profitability ASAP in order to maintain ownership, what five years inside Kraft Heinz taught her, and what strategics and PE really look for in a brand. --------------- Episode Highlights: 💡 The clear whey protein "aha" moment behind Waay 💪 Why the protein message finally tells women to eat more 🥤 10 grams of protein, zero sugar, 45 calories 🔁 Why a second-time founder gets back in the ring 📊 Chasing a $40 billion TAM instead of a niche 🛒 Landing a Whole Foods national yes with blank silver cans ⏱️ Three months to build a brand from scratch 🏁 Riding Target's protein end cap, and the risk 📦 Why beverage blew up on Amazon and TikTok Shop 💰 Staying profitable to keep ownership 🏢 Five years inside Kraft Heinz after the exit 🔭 The brands and trends she's watching now --------------- Table of Contents: 00:00 – Intro 00:49 – The origin story: a millennial mom and clear whey protein 01:40 – How the message to women shifted to protein 03:06 – Why a second-time founder jumps back in 04:55 – True innovation and a $40 billion TAM 06:40 – How GLP-1 reshaped the category 08:13 – Selling Whole Foods national with silver cans and a trademark 10:43 – Three months to build a brand, find a co-packer, and nail the taste 14:09 – The protein arms race and a "support, not solution" position 14:55 – Sprouts, Target, and the end cap bet 16:31 – Where a sparkling protein sits on shelf 17:57 – Why beverage took off on Amazon and TikTok Shop 19:11 – Staying profitable to keep ownership 21:28 – Her cap table approach vs Primal Kitchen 22:30 – Five years inside Kraft Heinz and "keep being you" 24:40 – What acquirers actually look for 27:21 – Reading an exit, and why she loves Good Culture 29:56 – Brands and trends she's watching --------------- Links: Waay – https://drinkwaay.com/ Follow Morgan on LinkedIn – https://www.linkedin.com/in/morgan-buehler-zanotti-31989620/ Waay on LinkedIn – https://www.linkedin.com/company/drinkwaay/posts/?feedView=all Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out https://www.kitprint.co/. Shout out to my friends over at Glimpse [https://www.tryglimpse.com/?utm_source=podcast%20&utm_medium=podcast%20&utm_campaign=shelf_help], the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.