Launch a brand

people actually want to shop

Bringing a new product to market? I help CPG food & beverage founders before launch turn better-for-you product ideas into brands people want to shop—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

Building a CPG food & beverage brand isn’t just about your product—it’s about launching a brand people want to shop.

Brand strategy is your pre-launch roadmap. It differentiates your brand in a crowded market, uncovers the selling points that make consumers bring your product into their lifestyle—whether as a pantry staple or a weekend treat—and builds buzz through partnerships, activations, content, and hitting your first retail shelves.

Your brand strategy becomes the foundation you’ll take to every early-stage partner: your designer for branding and packaging, your website developer, trademark attorney, food scientist, or even potential angel investors. It also guides your own decisions—from naming and messaging to marketing campaigns and content—so every step is aligned.

In short, brand strategy prepares you for launch by connecting every consumer touchpoint, ensuring you build a cohesive brand that hits the market right the first time.

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 decision fatigue of starting something new. Without a clear strategy, it’s easy to fall into common missteps—confusing messaging, inconsistent branding, or missed retail opportunities—that can slow your launch before it even begins.

That’s why brand strategy pre-launch changes everything.

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 started when I bootstrapped a nationally recognized plant-based restaurant in Downtown Las Vegas. I built a loyal community before launch through social media, activations, and partnerships, then scaled from the ground up—earning press in Forbes, CNN, and the LA Times, and expanding to multiple locations. Along the way, I partnered with emerging CPG brands we sourced from, which gave me firsthand insight into what early-stage founders really need—and why consumers actually buy the brands that fit 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

Why Brand Strategy

pre-launch

Build your audience early – Grow a warm list of people ready to buy on launch day

1.

2.

Get on the radar – Catch the eye of retailers, creators, and media before hitting shelves

Launch with traction – Build in public on social, create buzz, momentum, excitement, and community before launching

3.

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.

  • Show up and be ready to be seen

    When the right opportunity comes—whether it’s a buyer meeting, pitch event, or unexpected intro—you’ll be ready.

Who I work with

First-time CPG food & beverage founders

pre-launch brands

Founders with a cool (and delicious) product and committed to bringing it to market the right way

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

  • Brand Concept
    I’ll create a clear description of what makes your brand different—and why it stands out in a crowded market

    Founder & Brand Story
    I’ll help you tell your story in a way that drives engagement, builds demand, and creates recognition once you hit shelves

    Pre-Launch Brand Messaging
    I’ll define the core messages that build buzz, grow your audience, and create demand before launch

    Brand Values
    I’ll identify the principles that guide your brand and speaks to your consumer

    Retail Positioning for Launch
    I’ll position your product for DTC to retail buyers

    Unique Brand Opportunities
    I’ll uncover whitespace, trends, and unique value proposition that give your brand an edge

    Brand Voice & Personality
    I’ll establish a consistent tone and personality so every touchpoint from packaging, social, outreach—feels on brand

    Brand Name Concepts (if needed)
    I’ll generate naming directions and concepts that capture your brand’s identity, are easy to remember, and resonate with your target audience

    Tagline Ideas
    I’ll develop tagline options that distill your brand’s promise into a punchy, memorable line you can use across packaging and marketing

  • Hero Product for Launch
    I’ll help you identify the product that should lead your launch (including flavors that tell your brand story)—creating a focused, shelf-ready entry point

    Customer Lifestyle Profiles
    I’ll map out your early adopter’s lifestyle, buying habits, and motivations, and highlight the selling points and use cases that make your product part of their daily routines—whether as a pantry staple or a weekend treat

    Unique Selling Points That Drive Demand
    I’ll define the must-have traits that spark buzz, drive trial, and get early fans talking about your brand

    Buyer Use Cases
    I’ll create real-life scenarios that show buyers exactly where your product belongs—and why customers will pick it up

    Sales Channels for Pre-Launch
    I’ll help you prioritize the right early sales channels (DTC, farmers markets, specialty retail) that give you traction both pre- and post-launch

  • Pre-Launch Brand Activation
    I’ll design a custom activation you can easily duplicate to build buzz before launch. This includes a template for samplings, tastings, and partnerships that get your product into people’s hands—plus a plan to identify tastemakers, aligned brands, and community partners who can amplify your launch from day one.

    Pre-Launch Product Tasting
    I’ll create an outreach template you can use to connect you with testers who reflect your target market, so you can collect early feedback and refine your product before launch

    Pre-Launch Content Strategy
    I’ll help you build a content plan with hooks that spark curiosity, grow a warm audience, and make people want to follow along

    Pre-Launch Product Seeding
    I’ll guide you in getting samples into the hands of industry insiders—so you generate early buzz, gain real feedback, and create momentum before you officially hit shelves.

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.

Your Brand Strategy will…

differentiate your brand in a crowded marketplace

Uncover unique selling points that resonate with your target customers

build buzz with activations, partnerships, content, and specialty retailers

  • '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

Working with me, you’ll get…

  • Real-Time Founder Support

    Check-in calls as you launch—because strategy only works if it’s applied. You’ll have me in your corner for feedback and pivots as you go.

  • Retail Buyer Insights

    You’ll meet with a specialty retail buyer who’s worked with 1,000+ emerging brands, giving you shelf-readiness insights most founders don’t get until it’s too late.

  • Visibility & Buzz-Building

    Features on the Emerging Brands Podcast®, opportunities to showcase at curated NYC events, and warm intros to trusted publicists, creators, and specialty buyers who can put your brand in the right rooms.

  • Strategic Partner Network

    Warm intros to vetted partners for trademarks, product formulation, packaging, design, photography, PR, distribution, finance, and more—so you don’t waste time guessing who to hire.

Clients

far out

New Zealand Style Ice Cream

Frankly Good Coffee

Air roasted, small batch, ethically sourced

She’s the sauce

Sauce, with benefits

Brands to watch: She's the Sauce, Cotto, Nomie, Innerwave

Brands to watch: She's the Sauce, Cotto, Nomie, Innerwave

Emerging Brands Podcast®

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

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 CPG food & beverage founders before launch turn better-for-you product ideas into brands people want to shop.