Launch a brand

people want to shop

Bringing a new product to market? I help first-time CPG food & beverage founders turn better-for-you product ideas into brands that stand out to consumers and retailers—right from day one.

Launching a CPG brand? Start with strategy.

Launching a CPG brand? Start with strategy.

Launching a CPG brand? Start with strategy. Launching a CPG brand? Start with strategy.

Build your brand right from the start

Launching a CPG brand isn’t just about your product—it’s about building a brand people actually want to shop.

As a first-time food or beverage founder bootstrapping your way to shelves, you’re juggling a lot: finding the right manufacturer, nailing your messaging and packaging, convincing retailers to take a chance on you—all while managing life, finances, and the constant decision fatigue that comes with starting something new. And without a clear plan, it’s easy to fall into the common missteps—confusing messaging, inconsistent branding, or missed retail opportunities—that can stall your launch before it begins.

That’s where brand strategy changes everything.

I help you turn your idea into a brand consumers love and retailers remember. Together, we’ll clarify what makes your brand different, define your ideal customer and how your product fits into their lifestyle, and create a plan that gets you noticed before you even hit shelves.

Think of brand strategy as your essential pre-launch work—a clear, actionable roadmap you can put into action (even as a solo founder), backed by industry must-haves and a trusted advisor in your corner every step of the way.

Meet Kelly

Hi, I’m Kelly Bennett—a New York City–based brand strategist and host of Emerging Brands Podcast®, where I share the stories behind the brands people want to shop next.

My path to CPG began while bootstrapping a nationally recognized plant-based restaurant in Downtown Las Vegas. From social media to partnerships, I built a loyal community from the ground up—earning press in Forbes, CNN, and the LA Times, expanding to multiple locations, and working with the emerging CPG brands we sourced from. That experience gave me a deep understanding of what early-stage founders truly need—and why consumers choose brands that align with their lifestyle.

Today, I work with first-time CPG founders to turn better-for-you product ideas into brands people actually want to shop. With a front-row seat to what makes emerging brands stand out, I help founders differentiate in crowded markets, uncover selling points that make consumers add their product to their daily routines—whether as a pantry staple or a weekend treat—and build buzz through partnerships, community engagement, to landing their first retailers.

I also share brands I use at home on my Substack, At Home with Kelly Bennett

Who I work with

First-time CPG food & beverage founders

prelaunch brands

bootstrapping to first retail shelves

Ready to turn a better-for-you product idea into a brand that stands out—and sells

Your Next Step: Brand Strategy

  • Cut the overwhelm

    Stop juggling endless decisions on manufacturing, messaging, packaging, and retail—brand strategy gives you clarity and focus.

  • Save money and headaches

    Avoid costly detours like rebrands or missed retail opportunities by starting with the right foundation.

  • Skip the guessing game

    No more late-night Googling or second-guessing. Follow a proven framework that takes the mystery out of launching.

  • Launch with confidence

    From messaging to retail positioning, you’ll know exactly how to talk about your brand, pitch it, and make every move count.

Your Brand Strategy will...

Differentiate your brand in the marketplace

1.

2.

Discover unique selling points for your target market

Create buzz through strategic partnerships, content and community building

3.

  • What Makes Your Brand Different
    Uncover your unique edge before investing in design or packaging. Pinpoint what sets your brand apart so that when you launch, you don’t just land on shelves—you sell.

    Your Brand & Founder Story
    Narrative that connects with your customer. Highlight your personal story, background, and why you’re the best one to bring this vision to life.

    Retail Positioning for Launch
    Position your product for specialty retail from day one—so buyers instantly “get it.”

    Defined Brand Voice & Personality
    Establish a consistent tone and personality now, so every touchpoint—packaging, social, outreach—feels aligned.

    Hero Product at Launch
    Clarify which product will lead your launch and carry your brand into retail—your focused, shelf-ready entry point.

  • Customer Lifestyle Profiles
    Understand your early adopter’s lifestyle, buying habits, and why they’ll say “yes.” Identify selling points and use cases that make your product part of their daily routines—whether as a pantry staple or weekend treat.

    Unique Selling Points That Drive Demand
    Define the must-have traits that spark buzz, drive trial, and get early fans talking.

    Sales Channels for Launch
    Prioritize the right early sales channels (D2C, farmers markets, specialty retail) that give you traction pre- and post-launch.

  • Pre-Launch Activations & Collaborations
    Plan samplings, tastings, and partnerships that get your product in hands before you’re on shelves. Identify tastemakers, aligned brands, and community partners who can amplify your launch from day one.

    Content Strategy for Buzz
    Build a pre-launch content plan that sparks curiosity, grows a warm audience, and makes your launch feel like an event.

If you’re pre-launch, start here.

If you’re pre-launch, start here.

If you’re pre-launch, start here. If you’re pre-launch, start here.

Case Studies

far out

New Zealand Style Ice Cream

Frankly Good Coffee

Air roasted, small batch, ethically sourced

She’s the sauce

Sauce, with benefits

Clients seen at Pop Up Grocer, Bubble Goods, The Goods Mart, Snacks & Design, Bubble Goods

Clients seen at Pop Up Grocer, Bubble Goods, The Goods Mart, Snacks & Design, Bubble Goods

  • 'Before She’s the Sauce was even a concept, I met with Kelly, and from day one, she helped me shape this brand into something truly unique. Her strategic mind helped me uncover what made my sauces different, find the key selling points that would resonate, and has helped create the kind of buzz that every founder dreams of..."

    Nicole Glabman, Founder She’s the Sauce

  • "...Pop Up Grocer slid into our dms and before I knew it we had launched inside one of the most respected entities for up and coming CPG brands - we were on the shelves, standing out among the other coffees that surrounded us. This is just the beginning of our growth and retail journey - grateful I was smart enough to hire Kelly when we did!"

    Stefanie Frank, Co-founder, Frankly Good Coffee

  • "Working with Kelly was one of the most transformative experiences I've had as someone new to marketing and branding. From day one, her warm, encouraging energy created a space where I felt supported and confident to push our brand’s strategy to new heights. Kelly brings a rare blend of expertise, thoughtfulness, and genuine enthusiasm to everything she does. Her 110% commitment was evident in every interaction, and her passion for her craft is something that continues to inspire me every day!"

    Julia Ferron, Head of Marketing Far Out

Emerging Brands Podcast®

Stories behind the brands you’ll want to shop next.

New client launch!

My client She's the Sauce launched pre-orders! Taste a new protein-packed, fiber-filled sauce line; starting with creamy ranch and honey mustard. These sauces are made without seed oils, gums, or fillers, making them a clean, better-for-you option!

Your brand is

next

I help first-time CPG food & beverage founders turn better-for-you product ideas into brands that stand out to consumers and retailers—right from day one.