I build CPG food & beverage ideas into brands hitting retail shelves next

before formulation, branding, or bringing your product to market, comes brand strategy.

Shop clients🛒 at Pop Up Grocer, Meadow Lane, Foxtrot, Butterfield Market, Happier Grocery, Fairway

Trusted by the next generation of food & beverage founders

Hi, I'm Kelly Bennett, a New York City–based brand strategist building CPG food and beverage brands from idea to retail shelves.

Twenty years building emerging brands led me to my niche in CPG food and beverage. I work with some of the hottest emerging brands coming to market, including Cotto and She's the Sauce (humble client brag!). On Emerging Brands Podcast® I've interviewed hundreds of founders now selling in Whole Foods, Sprouts, and Target. And I'm a (newly) angel investor in emerging CPG brands and the operations scaling their retail footprint.

Now, I'll build your brand strategy and connect you with my network of partners so you have the best in the biz behind your brand.

learn more

Join clients hitting retail shelves next🛒

cotto

Whipped Cottage Cheese Dips

Branding & Packaging by House of Wynn

NIDA (coming soon!)

Flash-Frozen Aromatics

Branding & Packaging by If Only Creatives

GLOWSTATE (coming soon!)

Ready-to-eat Chia Pudding

Branding & Packaging by House of Wynn

rabbit hole (coming soon!)

Puffs Made with Real Veggies

Branding & Packaging by House of Wynn

Nomie

Just-Add-Water Kids Meals

Branding, Packaging & Web by Benita Studios

afternoon toast

Roasted Barley & Ginger Tea

Branding & Packaging by JanesHaus

Dear jean (coming soon!)

Marshmallow Crispy Treats

Branding, Packaging & Web by Benita Studios

She’s the sauce

Sauce, With Benefits

Branding & Packaging by House of Wynn

little twists

Allergy Friendly Baking Mixes

Branding & Packaging by House of Wynn

gratta (coming soon!)

Flavored Sourdough Breadcrumbs

Branding, Packaging & Web by Benita Studios

👀 Sappy, Wobble, Pesto Joe, Leapday

This is for you if:

Brand strategy is the foundation of how you'll turn your CPG food or beverage idea into a brand hitting retail shelves next. This step comes before formulation, branding, or bringing your product to market.

This is for you if:

You know you want to be on retail shelves
You're ready to invest in the full path, not just this first step
You're ready to start now
You have a unique CPG food or beverage idea
You're in the earliest stages from testing recipes, brainstorming a brand, while working full time
You don't have a brand name, formulator, designer, or manufacturer yet
You want a real strategy before you spend money on executing your idea
You want a brand strategy to use for fundraising later
You want to work with industry experts and do this the right way

sounds like you? perfect. You're exactly who I work with.

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Clients are saying:

Cotto

‘I started working with Kelly when I only had a product concept and was testing early recipes in my kitchen, and building my brand strategy with her completely changed how I approached every decision that followed. She helped me dial in my positioning, messaging, and target consumer, and guided me toward a brand name that truly reflects what I’m building after my original name couldn’t be trademarked. Beyond the work itself, Kelly is an incredible supporter and connector, always generous with her time, her network, and her energy, and genuinely someone you want in your corner’.
Kendall Kransdorf, Founder
She's the Sauce

'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
Nomie

A few months into starting Nomie, I needed someone to help me cut through the noise and see the full picture. Kelly's brand strategy gave Nomie a real foundation that set the direction for brand design, social strategy, and product messaging and positioning. What I didn't expect was how much she'd continue to show up long after our work together wrapped, and I'm so grateful for that.
Roopa Annadatha, Founder