Launch a brand

people actually want to shop

Bringing a new product to market? I help CPG food & beverage founders before launch turn better-for-you product ideas into brands people want to shop—right from day one.

Launching a CPG brand? Start with strategy.

Launching a CPG brand? Start with strategy.

Launching a CPG brand? Start with strategy. Launching a CPG brand? Start with strategy.

Build your brand right from the start

Launching a CPG brand isn’t just about your product—it’s about building a brand people actually want to shop.

As a first-time food or beverage founder bootstrapping your way to shelves, you’re juggling a lot: finding the right manufacturer, nailing your messaging and packaging, convincing retailers to take a chance on you—all while managing life, finances, and the constant decision fatigue that comes with starting something new. And without a clear plan, it’s easy to fall into the common missteps—confusing messaging, inconsistent branding, or missed retail opportunities—that can stall your launch before it begins.

Brand strategy pre-launch changes everything.

I help you turn your idea into a brand consumers love and retailers remember. Together, we’ll clarify what makes your brand different, define your ideal customer and how your product fits into their lifestyle, and create a plan that gets you noticed before you even hit shelves.

Think of brand strategy as your critical pre-launch step. Before investing in packaging, design, or a website, you need a strong foundation that defines what makes your brand different and connects every consumer touchpoint. It’s a clear, actionable roadmap you can use right away (even as a solo founder), backed by industry must-haves and a trusted advisor in your corner every step of the way.

Meet Kelly

Hi, I’m Kelly Bennett—a New York City–based brand strategist and host of Emerging Brands Podcast®, where I share the stories behind the brands people want to shop next.

My path to CPG started when I bootstrapped a nationally recognized plant-based restaurant in Downtown Las Vegas. I built a loyal community before launch through social media, activations, and partnerships, then scaled from the ground up—earning press in Forbes, CNN, and the LA Times, and expanding to multiple locations. Along the way, I partnered with emerging CPG brands we sourced from, which gave me firsthand insight into what early-stage founders really need—and why consumers actually buy the brands that fit their lifestyle.

Today, I work with first-time CPG founders to turn better-for-you product ideas into brands people actually want to shop. With a front-row seat to what makes emerging brands stand out, I help founders differentiate in crowded markets, uncover selling points that make consumers add their product to their daily routines—whether as a pantry staple or a weekend treat—and build buzz through partnerships, community engagement, to landing their first retailers.

I also share brands I use at home on my Substack, At Home with Kelly Bennett

Why Brand Strategy

pre-launch

Build your audience early – Grow a warm list of people ready to buy on launch day

1.

2.

Get on the radar – Catch the eye of retailers, creators, and media before hitting shelves

Launch with traction – Build in public on social, create buzz, momentum, excitement, and community before launching

3.

Your Next Step: Brand Strategy

  • Cut the overwhelm

    Stop juggling endless decisions on manufacturing, messaging, packaging, and retail—brand strategy gives you clarity and focus.

  • Save money and headaches

    Avoid costly detours like rebrands or missed retail opportunities by starting with the right foundation.

  • Skip the guessing game

    No more late-night Googling or second-guessing. Follow a proven framework that takes the mystery out of launching.

  • Show up and be ready to be seen

    When the right opportunity comes—whether it’s a buyer meeting, pitch event, or unexpected intro—you’ll be ready.

Who I work with

First-time CPG food & beverage founders

pre-launch brands

Founders with a cool product, solving a real problem, and committed to doing things right

Ready to turn a better-for-you product idea into a brand that stands out—and sells

  • Brand Concept
    Clear description of the difference that makes your brand stand out.

    Founder & Brand Story
    Sharing your story in a way that drives engagement, builds demand, and creates recognition once you hit shelves.

    Pre-Launch Brand Messaging
    Define the core messages that build buzz, grow your audience, and create demand before launch.

    Brand Values
    Identify the principles that guide your brand and resonate with your consumer.

    Retail Positioning for Launch
    Position your product for D2C and specialty retail from day one—so buyers instantly “get it.”

    Unique Brand Opportunities
    Uncover the whitespace, trends, and moments that give your brand an edge.

    Brand Voice & Personality
    Establish a consistent tone and personality so every touchpoint—packaging, social, outreach—feels on brand.

    Hero Product for Launch
    Identify the product that will lead your launch and anchor your brand at retail—a focused, shelf-ready entry point.

  • Customer Lifestyle Profiles
    Understand your early adopter’s lifestyle, buying habits, and why they’ll say “yes.” Identify selling points and use cases that make your product part of their daily routines—whether as a pantry staple or weekend treat.

    Unique Selling Points That Drive Demand
    Define the must-have traits that spark buzz, drive trial, and get early fans talking.

    Buyer Use Cases

    Real life scenarios that show buyers exactly where your product belongs—and why customers will pick it up.

    Sales Channels for Pre-Launch
    Prioritize the right early sales channels (D2C, farmers markets, specialty retail) that give you traction pre- and post-launch.

  • Pre-Launch Activations & Collaborations
    Plan samplings, tastings, and partnerships that get your product in hands before you’re on shelves. Identify tastemakers, aligned brands, and community partners who can amplify your launch from day one.

    Content Strategy for Pre-Launch
    Build a pre-launch content with hooks that create curiosity, grows a warm audience, and makes your launch exciting

If you’re pre-launch, start here.

If you’re pre-launch, start here.

If you’re pre-launch, start here. If you’re pre-launch, start here.

Your Brand Strategy will…

differentiate your brand in a crowded marketplace

Uncover unique selling points that resonate with your target customers

build buzz with activations, partnerships, content, and specialty retailers

  • '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

Working with me, you’ll get…

  • Real-Time Founder Support

    Check-in calls as you launch—because strategy only works if it’s applied. You’ll have me in your corner for feedback and pivots as you go.

  • Retail Buyer Insights

    You’ll meet with a specialty retail buyer who’s worked with 1,000+ emerging brands, giving you shelf-readiness insights most founders don’t get until it’s too late.

  • Visibility & Buzz-Building

    Features on the Emerging Brands Podcast®, opportunities to showcase at curated NYC events, and warm intros to trusted publicists, creators, and specialty buyers who can put your brand in the right rooms.

  • Strategic Partner Network

    Warm intros to vetted partners for trademarks, product formulation, packaging, design, photography, PR, distribution, finance, and more—so you don’t waste time guessing who to hire.

Clients

far out

New Zealand Style Ice Cream

Frankly Good Coffee

Air roasted, small batch, ethically sourced

She’s the sauce

Sauce, with benefits

Brands to watch: She's the Sauce, Cotto, Nomie, Innerwave

Brands to watch: She's the Sauce, Cotto, Nomie, Innerwave

Emerging Brands Podcast®

Stories behind the brands you’ll want to shop next.

Client launch!

My client She's the Sauce launched pre-orders! 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!

Your brand is

next

I help CPG food & beverage founders before launch turn better-for-you product ideas into brands people want to shop—right from day one.