From product idea →
to shelf-ready brand
You’re a first-time CPG food & beverage founder with a great product idea but turning it into a shelf-ready brand takes strategy. 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
Before a brand name, logo, packaging, or even the formulation… comes strategy. That’s where I come in.
Brand strategy is how you turn a product idea into a shelf-ready brand by defining what makes you different, why people will buy, how you’ll sell, and how to build demand before launch.
You’ll use it to guide every early decision from formulation with your food scientist, to content as you build in public, to packaging direction with your designer, to investor pitches and first retailer conversations.
As a first-time founder, you’re already juggling a lot. Without strategy, it’s easy to fall into costly mistakes like muddy messaging, inconsistent branding, wasted production runs, renaming your brand, redoing packaging, mental burnout, and missed retail opportunities before you even get started.
Strategy before launch changes everything.
Meet Kelly
Hi, I’m Kelly Bennett, a New York City–based brand strategist for pre-launch CPG food & beverage founders and host of the Emerging Brands Podcast®
I work turn product ideas into shelf-ready brands by defining what makes you different, why people will buy, how you’ll sell, and how to build demand before launch.
With 16+ years working with emerging brands and currently supporting 20+ CPG food and beverage brands coming to market, I brings industry insight, market knowledge, and a trusted network to help bring what’s next in food and beverage to shelf.
If you’re serious about building a brand people want to shop, you’re in the right place.
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Brand Concept: Explains what your brand is, why it exists, and what makes it stand out in the market
Founder & Brand Story: Connects your personal journey with the problem your brand solves
Media Bio: Provides a press-ready intro that highlights your key selling points
Consumer Problem & Solution: Defines the customer need and how your product is their answer
Brand Differentiators: Pinpoints the unique features that set your brand apart
Brand Messaging to Test Pre Launch: Outlines the core messages that communicate your value and builds buzz. use for content, sampling, tasting to test messaging before packaging
Brand Opportunities: Identifies trends, whitespace, and positioning that give you an edge
Brand Values: Clarifies the principles that guide your brand and connect with consumers
Brand Voice & Personality: Inspiration for visual branding & packaging design
Pack Claims: Short phrases on your packaging that quickly tell shoppers what your product is and why they should care before they ever read the ingredients
Brand Name Concepts (if needed): Naming options that capture your identity and are memorable
Tagline Concepts: Distilling your brand into a short and punchy line
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Product & Launch Skus: Defines the lead product that represents your brand and drives your launch
Customer Lifestyle Profile: Describes your early adopters, their habits, and how your product fits their life
Consumer Selling Points: Highlights the must-have features that drives sales & reorders
Buyer Use Cases: Shows real-life scenarios where your product becomes the go-to choice
Retail Positioning for Launch (with consulting from Nicole Krasnow Smith): Along side myself, I bring in a retail buyer. Nicole will work with you to differentiate your product, think about potential competition, and help you navigate how you position your brand. There's a difference between a new brand, and a category disruptor, and Nicole will help you make waves.
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Pre-launch Content Hooks: Storylines that builds buzz and audience
Instagram Bio: Explaining how to fill our your social media bios
Brand Activation Series: Creates a repeatable plan for activations that build buzz and visibility
Brand Partnerships (with Nicole Krasnow Smith): Along side myself, I’ll bring in Nicole who will provide ideas and execution strategies on how to show up in your community, on menu, and more. Not only is it important to get on shelf, but you need to sell! Partnerships is truly the combination of sales and marketing.
What's inside your brand strategy...
What's inside your brand strategy...
Your Brand Strategy will…
Built-in demand before you hit shelves
know exactly who your early buyers are, why they’ll buy, and how to reach them
Avoid wasting money on formulation, production runs, packaging, or branding that don’t align with your retail positioning
Strong pitch for your first retails
strategic framework for every early decision with an industry expert in your corner pre-launch
Who I work with
First-time CPG food & beverage founders
pre-launch brands
delicious products
founders ready to turn product ideas into a brand
Clients
cotto
Reimagining classic dips
Frankly Good Coffee
Make your mornings suck less
She’s the sauce
Sauce, with benefits
Brands launching soon:Nomie, Glowstate, Little Twists, Afternoon Toast, Nida
Brands launching soon:Nomie, Glowstate, Little Twists, Afternoon Toast, Nida
Emerging Brands Podcast®
Featuring the brands people will be shopping next
Client feature
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!
