Steps to Take Before Launching a CPG Food & Beverage Brand in 2026
After 15 years in the industry and currently guiding over 15 pre-launch founders, I’ve realized that while many people have a great product idea, few have the "order of operations" down. Launching a brand that actually stays on the shelf requires more than just a good recipe; it requires a strategic foundation built before you ever pick a name or design a logo.
In this solo episode, I am walking you through the exact 12-step checklist I share with my private clients. From navigating the complexities of trademarks and manufacturing to building a "build in public" social strategy that captures retail attention, we are covering the tactical moves that separate successful launches from costly pivots.
Inside the Episode:
Why your brand roadmap must define your "why" and your audience before you ever touch packaging or flavors.
The importance of filing trademarks early (shoutout to Bread & Butter) and finding the right formulation partners through experts like It’s All Happening Agency.
Navigating GTM strategy, margins, and financial planning from pre-launch to your first million with experts like The Good Food CFO.
How to ensure your packaging tells a story that moves units (highly recommend Many Thanks!) and why a Shopify waitlist (recommend tapping into I’m Off Design) is your most valuable early asset.
Why documenting your journey is the secret to winning early attention from investors, retailers, and a loyal community.
Moving from home kitchen feedback to real-world activations and identifying the right early retail partners for your category.
This podcast episode was made possible by glimpse
Glimpse is an AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Try it free for 30 days at tryglimpse.com/trial.
