In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Megan Castellon of Syren Spreads, Andrew Kuzera of Ono, and food scientist Andrew Firestone of Firestone Consulting Group to give an inside look at Startup CPG’s first-ever Founders & Formulators event, where brands could get unlimited product feedback and find their ideal formulator match.
Megan is Co-Founder and CEO of Syren Spreads, makers of Skinglow, a chocolate hazelnut spread built around Tremella and a blend of botanicals. Andrew Kuzera is the founder of Ono, a better-for-you protein soda with 12 grams of protein per can. Andrew Firestone is a food scientist with a background at the University of Wisconsin-Madison, TreeHouse Foods, and Comet, where he worked on upcycled fiber technology. He launched Firestone Consulting Group to give smaller founders flexible access to food science expertise.
The group walks through how the event worked, from 70 brand pitches at the mic to formulators raising paddles auction-style, and what each guest got out of it: honest taste and texture feedback, new packaging and shelf life insights, a new food science vocabulary, supplier and co-manufacturer introductions, and in one case a brand-new formulator partnership. They also share practical tips on filtering feedback, choosing the right formulator, and preparing for a future event.
Listen in as they discuss:
- Why Daniel created Founders & Formulators after watching brands spend years on products that weren’t ready for retail
- How the event worked, from 70 brand pitches at the mic to formulators raising paddles for the briefs they could help with
- Why food scientists give the honest taste and texture feedback that friends, family, and strangers won’t
- How feedback on oxidation and light exposure has Syren Spreads considering a lighter botanical load and foil sachet packaging
- How Andrew Kuzera went from self-formulating with AI tools to finding the language for what was off in his protein soda
- Why supplier certificates of analysis for the “same” ingredient can differ, and how sourcing affects cost of goods
- How formulators broker co-manufacturer and supplier relationships, not just recipes
- What independent formulators get out of the event, from leads to meeting clients face to face
- How to evaluate feedback from multiple formulators: check their past projects, trust the vibe, and go with your gut
- How to prepare: review the formulator list, reach out on LinkedIn ahead of time, bring samples and a certificate of analysis, and exchange phone numbers
Thank you to our Founders & Formulators sponsors:pure caf
- Applied Food Sciences (AFS) (makers of PurCaf®, a green coffee caffeine)
- FlavorSum (flavor solutions)
- Marine Biologics (makers of SeaTex, a clean label seaweed ingredient)
Browse the free Product Developer Database:
Startup CPG’s database of hundreds of formulators and product development agencies is free on startupcpg.com under the Resources page. Product developers can use the submit button to be listed.
Interested in sponsoring a future Founders & Formulators event?
Email partnerships@startupcpg.com
Want to connect with buyers, investors, and industry experts in real time?
Join our free Slack community with over 40,000 members. Get access to exclusive events and trade shows where you can meet buyers and investors in person, plus free resources and more.
Just text CPG to 833-605-7002 and we’ll get in touch.
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