Unpackaged Goods
Spilling the real stories behind CPG brands. Host Jonathan Deeter unpacks founder journeys, industry news, and what it really takes to build consumer brands. Presented by Deet's Eats Media, a Pickle Advisors company.
Episodes
In Episode 8 of Unpackaged Goods, we unpack the biggest CPG deal of the decade: Kimberly-Clark's $49 billion acquisition of Kenvue (Tylenol, Band-Aid, Neutrogena). Plus, Mid-Day Squares proves you don't need venture capital to scale, announcing plans to triple manufacturing capacity using cash flow and debt.
Then, Daniel from Dirty Gut joins us to discuss:
- Why he named his gut health brand "Dirty Gut" instead ...
In Episode 7 of Unpackaged Goods, we cover the biggest moves in CPG this week, including Recess's $30M Series B as they expand beyond CBD, Fruitist's $150M raise at $400M revenue, and Target's aggressive push into wellness shots.
Then, we sit down with the founders of Stesh to discuss how they're revolutionizing the nut butter category with premium California pistachio butter.
We explore:
- Building a luxury bra...
In Episode 6 of Unpackaged Goods, Jonathan tackles this week's viral Consumer Reports article about heavy metals in protein powder - and explains why the fear-mongering doesn't match the science.
This week's major moves:
- LVMH explores exit from Fenty Beauty ($450M in sales)
- Grüns crosses $300M in revenue while staying profitable
- Advent seeks $2B for luxury fragrance brands
- Unilever's $9B ice cream spinoff delayed...
In Episode 5 of Unpackaged Goods, Jonathan covers the week's biggest CPG moves including BUILT Bar's potential sale, Sprinter Spirits' $4M raise, and why luxury butter needs venture funding.
Then, the founder of Trelli Health shares their mission to create cleaner alternatives to everyday medicines. We discuss:
- Building plant-based alternatives to Tylenol, cold medicine, and IBS relief
- Why the OTC medicine aisle has...
In this solo episode of Unpackaged Goods, Jonathan breaks down the week's biggest CPG collapses, comebacks, and contradictions. We analyze PRIME's staggering fall from $1.3B to $300M, Flow Water's receivership, and why DUDE Wipes is somehow crushing it at $130M.
This week's stories:
- Flow Water and Uncle Nearest's financial troubles
- PRIME's 77% sales collapse (what happens when hype dies)
- Alec's Ic...
In Episode 3 of Unpackaged Goods, Jonathan breaks down Once Upon a Farm's IPO filing, Smucker's protein-powered PB&J launch, and why everyone's putting weird stuff in non-alcoholic beer.
Then, the founders of Byte'm Brownie Bites share their journey from college best friends to CPG entrepreneurs. We discuss:
- Building a brownie brand on pure nostalgia
- Why they refused to make "healthy" brownies
- Scal...
In Episode 2 of Unpackaged Goods, Jonathan breaks down the week's biggest CPG moves including Tito's historic first acquisition (LALO Tequila), Heineken's $3.2B infrastructure play, and why an NFL quarterback is investing in jumbo blueberries.
Then, Grace Finerman, founder of Date Smarter, shares her journey from TV news anchor to CPG founder. We discuss:
- How 3 AM wake-up calls led her to discover date powder
- Buildi...
In our premiere episode, The Lucky Ox reveals how they transformed nostalgic Asian flavors into a premium Asian beverage brand. We discuss their journey from working together at Nike, and Jonathan breaks down this week's biggest CPG news, including the founders of Ben & Jerry's stepping down and Alice mushroom chocolates raising $ 8 million.
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