The Startup CPG Podcast

• #221 - QVC 101 with Häppy Candy and Freestyle Snacks

  Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpgIn this episode of the Startup CPG Podcast, Daniel Scharff explores the ins and outs of selling on QVC with two founders who have recently gone through the experience — Maxi Heidenblut, Founder & CEO of Häppy Candy, and Nikki Seaman, Founder & CEO of Freestyle Snacks.Maxi and Nikki share an in-depth look at what it takes to bring a consumer brand to QVC, from securing the opportunity and working with brokers to preparing for live television, managing fulfillment, and analyzing the financial impact. They discuss the costs, logistics, and strategy behind their appearances, as well as the lessons learned from reaching a completely new audience through one of the most iconic sales platforms.You will gain valuable insights into evaluating QVC as a potential sales channel, understanding the operational requirements, and leveraging the exposure for brand growth.Listen now to learn what it’s really like to bring your product to QVC—and how to make it a success for your brand.Listen in as they share about:Getting Started with QVCWhy They Chose QVCLogistics and FulfillmentThe Live Broadcast ExperienceMarketing & AftermathAdvice for Other BrandsEpisode Links:Website: https://eathappycandy.com/ LinkedIn: https://www.linkedin.com/company/haeppy-candy/ Website: https://www.freestylesnacking.com/ LinkedIn: https://www.linkedin.com/in/nikki-seaman/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (20K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

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• Founder Feature: Suzannah Raff of Cleo+Coco

  In this episode of the Startup CPG Podcast, Editor Caitlin Bricker sits down with Suzannah Raff, the founder of Cleo+Coco, a clean personal care brand that's thinking about what it means to be truly "natural." Suzannah shares her journey from frustrated deodorant shopper to launching a brand that prioritizes ingredient efficacy, transparency, and eliminating synthetic fragrances—often overlooked but potentially harmful components in personal care products.Suzannah opens up about the early days of building Cleo+Coco, her unique background in business strategy, and how she created a super-effective formula that leverages ingredients like charcoal, magnesium, and pre/probiotics to balance the skin microbiome. She also details how joining the Startup CPG community and showcasing at Expo West helped lead to a major national rollout in Whole Foods Market with nine SKUs.Plus, hear how Cleo+Coco’s innovative magnesium spray is filling a white space in wellness, and why Suzannah believes we're on the cusp of a consumer awakening around synthetic fragrances.Want to learn how to build a purpose-driven CPG brand and land national retail distribution the clean way? Tune in now!Listen in as they share about:Cleo+Coco OverviewBrand Philosophy & VisionProduct Innovation & FormulationRetail & Growth JourneyMarketing & BrandingIndustry ChallengesStartup Lessons & Founder AdviceEpisode Links:Website: https://cleoandcoco.com/ Instagram: @cleoandcoconaturalDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (20K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

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• #220 - Brain Health Ingredients 101 w/ Cognizin, Radicle Science, and Karma Water

  In this episode of the Startup CPG Podcast, Daniel Scharff welcomes three distinguished guests shaping the future of cognitive health and wellness: Kelley Bridenbaugh, Marketing Manager at Karma Water; Katie Emerson, MS, RD, CISSN, Senior Manager of Scientific Affairs at Kyowa Hakko USA; and Kaitlyn White, Director of Scientific Affairs at Radicle Science. Together, they explore the rapidly evolving world of brain health and functional nutrition, examining the scientific, clinical, and consumer trends driving growth in this category. Kaitlyn White offers a compelling perspective on how brain health influences nearly every aspect of daily life—from cognition and emotional regulation to sleep, learning, and social connection—while explaining why consumers today are increasingly prioritizing mental wellness across all life stages. Katie Emerson provides an in-depth look at Cognizin® Citicoline, Kyowa Hakko’s clinically validated ingredient that supports neurotransmitter function and cognitive performance, discussing how science-backed innovation builds trust and efficacy in wellness products. Kelley Bridenbaugh highlights how Karma Water leverages research-driven ingredients and transparent marketing to meet consumer demand for products that enhance both physical and mental vitality. The conversation also explores emerging research methods, including Radicle Science’s use of wearables, biomarkers, and customizable clinical protocols, which are redefining how scientific data is used to measure real-world health outcomes. Through a blend of marketing insight, scientific expertise, and clinical innovation, this episode provides a comprehensive look at how collaboration between brands, ingredient developers, and research organizations is driving the next generation of mental performance and wellness solutions.Listen now!Special thanks to Cognizin® by Kyowa Hakko for sponsoring this episode. Visit them here to learn more.Listen in as they share about:The Rising Importance of Brain HealthScience Behind Cognitive IngredientsInnovation in Research and MeasurementBrand Application and Consumer WellnessCollaboration Between Brands and ScienceConsumer Trends and Market ShiftsPractical Takeaways for Brands and ConsumersEpisode Links:Website: https://radiclescience.com/ LinkedIn: https://www.linkedin.com/in/kaitlyn-kp-white/ Website: https://drinkkarma.comLinkedIn: https://www.linkedin.com/in/kelleysullivan1 Website: https://kyowa-usa.com/ingredients/branded-ingredients/cognizin-citicoline LinkedIn: https://www.linkedin.com/in/katie-m-emerson/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (20K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

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• Investor Spotlight: Liz Myslik of Loft Growth Partners

  In this episode of the Startup CPG Podcast, Hannah Dittman sits down with Liz Myslik, Managing Partner at Loft Growth Partners, to dive deep into what it really takes to build, fund, and scale purpose-driven consumer brands. With over 25 years of experience across marketing, manufacturing, operations, and investing, Liz shares her comprehensive perspective on what truly drives sustainable growth in the CPG industry.They explored how founders can identify product–market fit, develop scalable business models, and maintain strong unit economics from the outset. Liz also offers candid insights on navigating investor relationships, understanding fund dynamics, and leveraging angel networks to bridge early-stage funding gaps. Drawing from her extensive operating experience, she highlights the importance of execution, team development, and maintaining focus amid growth opportunities.Whether you are a founder preparing to raise capital or an operator focused on building long-term brand equity, this episode delivers valuable strategies and perspective for entrepreneurs committed to growth with purpose.Listen now to gain practical insights from one of the industry’s most experienced investors and brand builders.Listen in as they share about:Liz Myslik’s Career JourneyLoft Growth Partners OverviewWhat “Ready to Scale” MeansFundraising & Investor RelationsGrowth Strategy & ExecutionBusiness Fundamentals and MetricsLessons Learned from FailureFounder–Investor AlignmentAlternative Funding PathsThe Future of CPG and Investment TrendsEpisode Links:Website:  https://www.loftgrowthpartners.com/ LinkedIn: https://www.linkedin.com/in/lizmyslik/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (20K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

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• Founder Feature: Arif Khan and Sabeen Hasan of Chikka Chikka

  In this episode of the Startup CPG Podcast, Caitlin Bricker is joined by Arif Khan and Sabeen Hasan, co-founders of Chikka Chikka, a modern reinterpretation of  a traditional Indian digestive - made from maple-roasted fennel seeds. Arif and Sabeen discuss how their product blends cultural heritage with local ingredients, their decision to use maple syrup as a natural sweetener, and the role of superfoods such as spirulina and beet powder in enhancing flavor and appeal.The conversation highlights their thoughtful approach to packaging design—drawing inspiration from Indian block prints and Bollywood-era art—as well as their strategy of partnering with independent retailers to educate consumers on both the ritual and health benefits of fennel seeds. They also reflect on their diverse professional backgrounds in architecture, urban planning, and disaster relief, and how these experiences inform their entrepreneurial vision.This episode offers valuable insight into building a consumer brand rooted in tradition, design, and community, while navigating the challenges of the CPG industry.Listen in as they share about:Introduction to Chikka ChikkaIngredients & Product DevelopmentBrand Philosophy & Cultural BlendConsumer Education & Retail StrategyPackaging & DesignChallenges & Industry InsightsPositioning & Market FitCommunity & Brand ValuesEpisode Links:Website: https://chikkachikka.com/ Instagram: https://www.instagram.com/eat_chikka_chikka/ LinkedIn: https://www.linkedin.com/in/arifilahi/ LinkedIn: https://www.linkedin.com/in/sabeenfhasan/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (20K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

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