How I'd Launch a CPG Brand Today: My Step-by-Step Playbook

The complete roadmap I'd follow if I were starting a brand in 2025

After working with 100+ CPG brands and seeing what actually works (and what doesn't), I’m constantly thinking: If I were launching a new CPG brand today, how would I do it?

So here's my honest answer—the scrappy playbook I'd personally follow if I were starting fresh in 2025.

Step 1: Start Where Products Actually Live (Not Where Ideas Live)

Most founders start with their brilliant idea. I'd start at the store.

I'd wander around retailers—Target, Whole Foods, local independents—and just observe. What trends am I seeing on shelf? What product descriptors are brands using? Most importantly, what categories look stagnant with conventional branding and haven't seen real innovation?

What I'm looking for:

• Shelf-stable products (easier logistics)

• Simple base recipes with flavor variance potential

• Categories dominated by legacy brands doing the same old thing

The goal: Find a category ripe for disruption before I even have a product idea. Think Siete. They took a legacy brand category and innovated for an entirely new generational target market.

Step 2: Validate the White Space

Once I have a category in mind, I'd do what we do for all our Product & Prosper clients: a deep category and competitor audit, shelf audit, and extensive keyword research.

This isn't just "who else makes protein bars." This is understanding:

• What are current brands doing?

• Who are their target markets?

• Where's the niche that can adopt innovation from another category?

• What are the subcategories?

• What’s the pricing structure?

• What are the merchandising standards?

  

  Example shelf audit for a dried fruit brand

Example: Maybe I see that the soup category is dominated by Campbell's traditional approach, but bone broth brands are thriving in a different aisle. Could there be a white space for "bone broth soups" that bridges both categories?

Step 3: Build the Brand World (Before the Product)

Most people rush to product development. I'd spend time defining the brand pillars first:

• Who does this exist for? Why do they need it, and why do they need it now?

• What are the brand values?

• How will this visually translate to packaging and positioning?

Why? Because I need a clear map before I start making anything. This brand world becomes my north star for every decision—from recipe development to packaging design.

Step 4: Recipe Development + Early Packaging MVP

Now I'd start contacting recipe developers, chefs, and co-manufacturers to understand scalability. But here's the key: I'd run packaging development in parallel.

For the packaging MVP, I'd use 99designs (design competitions are perfect for early-stage validation). I'd create mood boards based on my brand pillars and validate them against my shelf audit to ensure they'd stand out.

The result: Base recipe + packaging concept that I can actually test.

Step 5: Sample, Sample, Sample

As soon as I have samples, they're going straight to Product & Prosper®’s sampling program. 400+ industry experts giving me honest feedback on what they like, don't like, and would change.

This step is non-negotiable. I'd rather iterate 5 times based on real feedback than launch something that flops because I was too in love with my own idea.

Step 6: Amazon First

After iterating based on sampling feedback, I'd do a small production run and launch on Amazon first.

Why Amazon before anything else:

• Fastest path to real customer feedback

• Built-in review system for validation

• Can test ad spend and conversion rates

• Lower barrier to entry than retail

I'd launch with three SKUs and use Amazon's Vine program to get those crucial first 50+ reviews.

Step 7: DTC Funnel Building

Only after proving the product works on Amazon would I launch DTC. By this point, I have:

• Proven product-market fit

• Real customer reviews

• Understanding of my customer acquisition costs

Now I'd build out social channels, content strategy, and paid ads—all based on real data, not assumptions.

Step 8: Independent Retail via Faire

Once I’ve built out a strong Amazon and DTC presence, I would start to think about approaching independent retail. The best way to do so? A wholesale platform like Faire.

What you need before Faire:

• Multiple SKUs

• Professional content and photography

• Proven track record on another channel

Getting your first few indie accounts on Faire demonstrates your Capability, Credibility, and Cash—what we call the Retail Resume®—in a tangible way. This is a great launching pad for determining if you’re well-positioned for retail at large.

Step 9: Industry Credibility Building

While building DTC, I'd simultaneously work on industry presence:

• Pitching to industry media (think: BevNET/NOSH, Food Business News, Express Checkout)

• Building relationships with other founders and industry experts (joining groups like The Retail Lab, Startup CPG, Naturally Network and attending IRL events)

• Actively posting and engaging with other industry folks on LinkedIn

This isn't just vanity—it's building the credibility that makes retail buyers pay attention.

The Bottom Line

Notice what's NOT in this playbook?

❌ Immediately hiring a broker
❌ Cold-emailing Whole Foods buyers
❌ Rushing to trade shows without validation
❌ Building everything in stealth mode

The brands that succeed today build proof of concept before they build distribution. They validate with real customers before they validate with buyers.

Most importantly: They treat each step as a foundation for the next, not a sprint to the finish line.

Would I love to see my product in Target on day one? Of course. But I'd rather build a sustainable business that earns its way there.

Have specific questions about how to launch a new brand? Let me know my replying to this email or book a call here. I’m here to help you succeed!

Cheers,

Caroline