From product idea →
to a brand people want to shop
You’re a first-time CPG food & beverage founder with a great product concept, but turning it into a brand that stands out in a crowded grocery store 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 flavors… comes strategy.
That’s where I come in.
Brand strategy is the framework that turns a product idea into a brand that stands out in a crowded grocery store. Together, we define what makes you different, why people will buy, how you’ll sell, and how to build buzz long before you ever hit shelves.
You’ll use it to guide every early decision from formulation with your food scientist, to content as you build in public, to packaging with your designer, to investor pitches and first retail conversations.
Because when strategy is clear, everything moves faster.
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.
Working with me isn’t just strategy— it’s access to the right rooms, the right people, and the right momentum early on. Available to a small number of founders each season.
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®
You’re a first-time founder with a cool product concept but turning it into a category-ready brand that earns buzz and wins retail takes strategy. That’s where I come in.
You’ll use your brand strategy to guide every launch decision from retail positioning, brand differentiators, messaging to branding, packaging, formulation, flavors, content, activations, partnerships, launch buzz, sales strategy, and pitching your first retailers. It guides every step from day one.
Your brand strategy becomes your roadmap defining what makes you different, why people will buy, where you’ll sell, and how you’ll stand out before you ever hit shelves.
You come to me with a product idea and leave with a clear strategy and the right people to help make it happen.
Over the past 16+ years, I’ve worked alongside hundreds of founders and currently bring 20+ emerging food & beverage brands to market combining brand strategy, industry insight, and community to give first-time founders the advantage most only gain after years in the industry.
If you’re serious about building a brand people want to shop, not just a product, 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…
create your audience early with a list of people excited to buy at launch
You’ll have a roadmap and an industry insider in your corner pre-launch
Launch with buzz by Building in public, activations, and community before hitting shelves
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 to watch: She's the Sauce, Cotto, Nomie, Glowstate, Little Twists, Afternoon Toast, Nida,
Brands to watch: She's the Sauce, Cotto, Nomie, Glowstate, Little Twists, Afternoon Toast, Nida,
Emerging Brands Podcast®
Stories behind the brands you’ll want to shop 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!
