Launch a brand
people want to shop
You’ve got a product idea and maybe even a few early samples— but you’re not sure how to turn it into a brand. That’s where I come in.
Launching a CPG food or beverage brand? Start with brand strategy.
Launching a CPG food or beverage brand? Start with brand strategy.
Launching a CPG food or beverage brand? Start with brand strategy. Launching a CPG food or beverage brand? Start with brand 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.
But before your brand name, logo, packaging, or even choosing flavors… comes brand strategy.
This is where I come in.
Brand strategy is the roadmap that turns a product idea into a brand. It defines what makes you different, why people will buy, and how you’ll build buzz for your launch and stand out on shelf.
You’ll use this roadmap to make every early decision— sharing it with your food scientist for formulation direction, shaping your content as you build in public, giving it to your designer for branding and packaging, pitching early investors, and landing your first retail partners.
And I don’t hand over the strategy and leave. I’m with you as you put it into action— advising you through every step, connecting you with the right partners, and helping you launch with buzz. You get the roadmap and an industry insider in your corner.
As a first-time food or beverage founder, you’re juggling a lot. And without a clear strategy, it’s easy to fall into common missteps like confusing messaging, inconsistent branding, or missed retail opportunities that slow your launch before it even begins.
That’s why brand strategy before launch changes everything.
Meet Kelly
Hi! I’m Kelly Bennett a New York City–based brand strategist for CPG food & beverage founders and host of Emerging Brands Podcast®.
I got my start in CPG by bootstrapping a nationally recognized plant-based restaurant. I built community before launch through social media, activations, and partnerships, then scaled it from the ground up earning press in Forbes, CNN, and the LA Times, and expanding to multiple locations. Along the way, I collaborated with emerging CPG brands we sourced from, gaining firsthand insight into what early-stage founders truly need and why consumers choose the brands that fit their lifestyle. Combined with 15+ years working with early-stage brands across hospitality, food, beverage, and lifestyle, this experience shaped the framework, industry network, and market insight I now bring to founders.
Today, I help pre-launch CPG founders turn better-for-you product ideas into brands people want to shop.
Why Brand Strategy
pre-launch
create your audience early with a list of people excited to buy at launch
1.
2.
You’ll have a roadmap and an industry insider in your corner as you launch
Launch with buzz by Building in public, activations, and community before hitting shelves
3.
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Brand Concept
I’ll create a clear description of what makes your brand different—and why it stands out in a crowded marketFounder & Brand Story
I’ll help you tell your story in a way that drives engagement, builds demand, and creates recognition once you hit shelvesBrand Message
I’ll define the core message that speaks to your target consumer, builds buzz, and helps creates demand before launchBrand Values
I’ll identify the principles that guide your brand and speaks to your consumerRetail Positioning for Launch
I’ll position your product for early-stage retailBrand Opportunities
I’ll uncover whitespace, trends, and unique value proposition that give your brand an edgeBrand Voice & Personality
I’ll establish a consistent tone and personality so every touchpoint from packaging, social, outreach—feels on brandBrand 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 audienceTagline Ideas
I’ll develop tagline options that distill your brand’s promise into a punchy, memorable line you can use across packaging and marketing -
Launch Skus
I’ll help you identify the product flavors that should lead your launch (including flavors that tell your brand story)—creating a focused, shelf-ready entry pointCustomer Lifestyle Profile
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 treatUnique Selling Points
I’ll define what sparks buzz, drives trial, and gets early fans talking about your brandBuyer Use Cases
I’ll create real-life scenarios that show buyers exactly where your product belongs—and why customers will pick it upPre-Launch Sales Channels
I’ll help you prioritize the right early sales channels (DTC, farmers markets, specialty retail) that give you traction both pre- and post-launch -
Brand Activation
I’ll create 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.Product Testing
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 launchProduct Sampling
I’ll create an outreach you can use for sampling productContent Hooks for Building in Public
I’ll help you find hooks that spark curiosity, grow a warm audience, and make people want to follow along
What's inside your brand strategy...
What's inside your brand strategy...
Your Brand Strategy will…
uncover what makes your product unique and stands out on the shelf
find out who’s your consumer and how to reach them
create buzz with content, activations, and first retailers
Who I work with
First-time CPG food & beverage founders
pre-launch brands
Founders with a cool and delicious product
Ready to turn a product idea into a brand that stands out and sells
Working with me, you’ll get…
Clients
far out
New Zealand style ice cream
Frankly Good Coffee
Make your mornings suck less
She’s the sauce
Sauce, with benefits
Brands to watch: She's the Sauce, COTTO, Nomie, Glowstate, Little Twists, Afternoon Toast
Brands to watch: She's the Sauce, COTTO, Nomie, Glowstate, Little Twists, Afternoon Toast
Emerging Brands Podcast®
Stories behind the brands you’ll want to shop next.
Client launch!
My client She's the Sauce had a sold-out presale! You’ll soon 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!
