Emerging

CPG Food & Beverage

Bringing a new product to market? I help first-time CPG food & beverage founders turn their product ideas into standout brands.

Brand Strategy

Turn your product idea into a standout brand.

Turn your product idea into a standout brand.

Build your brand right from the start

You want to launch a CPG brand built to stand out in retail (and sells). You’re a first-time food or beverage founder, bootstrapping your way to retail shelves. But you’re not just launching a product—you’re building a brand. Let’s make sure it’s one that consumers love and retailers remember!

I know this stage can feel overwhelming. Maybe you’ve just realized how essential brand strategy really is. It’s what helps you avoid the all-too-common pitfalls—confusing messaging, missed retail opportunities, decision fatigue, and an inconsistent brand experience.

I often hear emerging founders say there isn’t an exact roadmap (which is true) but there are best practices and industry must-haves to implement from the start. And I’m here to craft a brand strategy that you can easily follow.

Before you invest in design, packaging, website, or even a manufacture—start with brand strategy. Because without a clear brand strategy, you risk spending time (and wasting capital) building visuals and packaging that don’t connect with your target customer. A strong brand strategy gives you the clarity and confidence to make business decisions—from your logo to strategic partnerships—count. Think of brand strategy as your foundation for a successful launch—putting all the pieces of your brand together.

Have a clear strategy you can easily put into action (even as a solo founder) with industry must-haves so you can launch with confidence as a first time CPG founder.

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.

Meet Kelly

Hi, I’m Kelly Bennett. A Brooklyn-based brand strategist with a front-row seat to what makes emerging CPG food & beverage brands stand out.

I’ve advised over 1,000 early-stage founders and stay plugged into what’s working now through my client work, hosting Emerging Brands Podcast®, strategic partnerships, and collaboration to launch Bread & Butter®, a trademark law firm protecting CPG food & beverage brands.

My career breakthrough came while building a nationally recognized plant-based restaurant in Downtown Las Vegas. Bootstrapping from day one, I built the brand from the ground up—leveraging social media, community activations, and partnerships to grow a loyal customer base. That grassroots momentum led to national features in Forbes, CNN, LA Times, and the opening of multiple locations.

That hands-on experience shaped my deep understanding of what early-stage food & beverage brands truly need.

Today, I help first-time, bootstrapping CPG food & beverage founders turn early-stage ideas into breakout brands—brands that earn shelf space, generate buzz, and connect with consumers. Because without a clear brand strategy, it’s easy to waste time and capital.

We start by clarifying what makes your brand different—compelling brand story with clear differentiators, a hero product that catches the attention of customers and retailers, deep understanding of your ideal customer—how they live, shop, and what makes them say yes (from pantry staples to weekend treats). Then activation, event, and partnership strategies that bring your brand to life and put you on the radar of your right audience from day one.

With your strategy in place, the next step is connecting you with trusted experts and strategic partners who specialize in early-stage, founder-led CPG brands—and take a hands-on approach, like I do. From design, packaging, photography, and website to social media, distribution, specialty retail, finance, and fundraising—you’ll have the right people in your corner to execute and make confident business decisions as a first-time CPG founder.

I’ve worked with founders whose products are now on shelves at Pop Up Grocer, The Goods Mart, Bubble Goods, and more—and I’d love to help you launch a brand that stands out too.

  • We’ll uncover your brand’s unique edge in the marketplace—and why it matters to both consumers and retail buyers.

    • Compelling Brand Story
      A narrative that resonates with your target consumers

    • Clear Brand Differentiators
      What sets your product apart—so you don’t just land on the shelf, you stand out

    • Retail Positioning
      Strategic positioning that makes your brand easy for retailers to understand, place, and promote

    • Defined Brand Voice & Personality
      Capture your brand’s tone, values, and vibe—so it’s consistent across packaging, social, and marketing.

    • Hero Product Strategy
      A standout product that represents your brand—created to win customers and shelf space.

  • We’ll define your ideal customer and use cases to position your product as a must-have for specialty retail shelves.

    • Customer Lifestyle Profiles & Use Cases
      A clear picture of how your ideal customer lives, what drives their buying decisions, and how your brand fits into their daily routines—from their pantry staples to their weekend plans.

    • Unique Selling Points that Drive Demand
      The must-have features and brand traits that create excitement, builds buzz, and make consumers say “yes!”

    • Sales Channels for Early-Stage Brands
      Meets your audience where they shop—prioritizing sales channels that build brand momentum

  • We’ll develop concepts for your launch event, brand partnerships, product samplings, and content hooks—so your brand gets noticed, talked about, and purchased before it even hits shelves.

    • Activation & Event Strategy
      Creative, high-engaging activations and sampling events that get your product in hands, spark conversation, and drive organic brand awareness

    • Brand Partnership Playbook
      A strategy to collaborate with tastemakers, aligned brands, and community influencers who amplify your brand and build social proof faster

    • Storytelling & Content Strategy
      Own your narrative with a content plan that connects emotionally, builds community, and keeps your audience coming back for more.

Peek inside your brand strategy...

Peek inside your brand strategy...

The benefits

✷ Clarify Your Brand's Unique Edge

✷ Connect with the Right Customers at launch

✷ Stand Out on the retail Shelves

Why Brand Strategy Comes Next

  • Skip the guesswork

    No more late-night Googling or second-guessing your next move. You’ll follow a proven framework that takes the mystery out of building a brand from the ground up.

  • Avoid the expensive detours

    When you start with strategy, you avoid the expensive detours—like redesigns, rebrands, and missed opportunities. Get it right the first time.

  • Make confident business decisions as a first-time CPG founder

    From finding a co-manufacturer, developing branding and packaging, reaching out to retail partners, creating content, or fundraising. Everything builds from the direction your brand strategy provides.

  • Get it right the first time

    As a first-time CPG founder, you’ll need your messaging, positioning, and strategy—dialed. Know exactly how to talk about your brand, pitch it, and make every decision count as you move into branding, packaging, trademarking, social, distribution, financial planning, and more. No more guessing—just clear direction at every step.

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

Clients selling 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

  • 'I absolutely loved working with Kelly! I’ve worked with a good amount of folks but what sets her apart is her energy. She’s knowledgeable, bright, and always very encouraging. I’m so happy to have her as a resource!'

    Crystal Hale, Founder Dripspoon

Who I work with

First-time CPG food & beverage founders

launching within the next 6 months

bootstrapping to get brand on specialty retail shelves

Ready to turn an innovative product into a standout brand

Emerging Brands Podcast®

Stories behind your new favorite CPG brands.

Bread & Butter®

I’ve collaborated with top trademark attorney, Nicole Swartz to launch Bread & Butter; a trademark law firm protecting CPG food and beverage brands.

Free download to get started

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Your brand is

next

Turn your product idea into a standout brand