Shelf Life is where smart brands reflect out loud — not on what looked good, but what actually works.
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About the Podcast
Welcome to ShelfLife – The CPG Podcast, where we sit down with the builders, operators, and brand leaders shaping the future of consumer goods. ShelfLife explores what it actually takes to build, scale, and sustain winning CPG brands.
Each episode dives deep into brand strategy, category growth, retail execution, revenue management, insights, innovation, and the growing impact of data and AI on modern brand building.
If you’re a brand manager, category leader, insights professional, founder, or operator trying to grow a CPG business in a competitive, margin-pressured world, this podcast is for you.
Featured Clips
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Previous Podcasts
EPISODE 0
1
How to Build a Billion-Dollar FMCG Brand
Amit Singh
|
Global marketing leader and founder of BrainJump AI
Key Topics Discussed: 1. Why insights often get ignored in CPG 2. The “HIPPO effect” (Highest Paid Person’s Opinion) 3. The chaos of annual planning cycles 4. How innovation funnels really work 5. Why context matters more than raw data 6. The “frozen middle” problem inside large organizations 7. Whether AI tools can actually improve decision-making
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EPISODE 0
2
How Consumer Insights Drive Decisions Inside Top CPG Brands
Jinghuan Liu Tervalon
|
Consumer insights and strategy leader
Key Topics Discussed: 1. How consumer insights move from data to real decision-making inside modern CPG organizations 2. Key differences between mature markets like the US and growth-driven markets like China 3. Why product differentiation matters in saturated categories, while behavior change drives emerging markets
EPISODE 0
3
The CHOMPS Story: Protein in Sticks
Nick Miller
|
Director of Innovation at Chomps
Key Topics Discussed: 1. How innovation works inside a fast-growing CPG brand 2. Big CPG systems vs insurgent brand thinking 3. Avoiding over-innovation and focusing on what truly matters 4. Quality as a non-negotiable in product development 5. Building innovation pipelines and long-term growth strategy 6. Identifying white spaces and expansion opportunities
EPISODE 0
4
The Untold Story of Carbliss
Adam Kroener
|
The founder of Carbliss
Key Topics Discussed: 1. How Carbliss went from zero to selling millions of cases 2. Why flavor — not trends — became their biggest competitive weapon 3. The operations mindset that helped them outrun billion-dollar brands 4. How they built a profitable business without relying on VC money 5. What founders should never do when launching a CPG brand
EPISODE 0
5
The BuzzBallz Story ft. Merrilee Kick
Merrilee Kick
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Founder of BuzzBallz and CEO of Gourmetland Foods
Key Topics Discussed: 1. How a high school teacher created one of America’s top RTD brands 2. Why packaging is the real product in CPG 3. Her approach to distributor relationships & retail success 4. The surprising story behind the “BuzzBallz” name
5. Balancing brand, culture, and operations as a solo founder 6. What Gourmetland Foods is cooking up next
EPISODE 0
6
How Once Upon a Farm Redefined Kids’ Food
Hayden Coussens
|
Director of Category Management & Insights at Once Upon a Farm
Key Topics Discussed: 1. Why taste and mission are non-negotiables for kids’ food 2. How Once Upon a Farm uses data to drive category strategy 3. What makes a product launch successful (and redeemable!) 4. Building for WIC/SNAP without compromising quality 5. Why dry baby snacks became their breakout product line
EPISODE 0
7
The Greek Beauty Brand That Outsmarted the Industry
Konstantinos Papalexandris
|
Chief Business Officer at KORRES
Key Topics Discussed: 1. The origin story — from a Greek pharmacy to a $100M global brand 2. How KORRES built a skincare empire without celebrity endorsements 3. Harnessing the power of Greek flora & innovation in R&D 4. How tourism became a natural top-of-funnel for brand awareness 5. The balance between sustainability, authenticity & scale
