Brand Alchemist Podcast

Brand Alchemist Podcast dives deep into what makes the world's most sought-after brands tick, trip, and triumph. Join Taja Dockendorf, Founder and Creative Director of the CPG branding, marketing, and launch agency, Pulp+Wire, as she interviews the top brand owners forging the path forward and making magic along the way.

The Alchemy of New Primal 06/25/2026

The Alchemy of New Primal Jason Burke is the Founder and CEO at New Primal, a clean-label meat snack brand making better-for-you jerky, meat sticks, and kid-friendly protein snacks. He launched the brand in 2012 after a homemade jerky recipe caught on with coworkers and has since built New Primal into a national CPG brand. In his role, Jason leads the company’s growth strategy, product innovation, and retail expansion, helping push the meat snack category beyond traditional jerky into poultry-forward, lunchbox-friendly options. In this episode… Some categories seem fixed until a founder looks closely at what consumers are avoiding, compromising on, or never invited into in the first place. In better-for-you CPG, growth often comes from making the familiar feel easier, cleaner, and more relevant to everyday routines. So how do you take a dated category and turn it into something families, retailers, and new consumers can actually get behind? As a CPG founder with expertise in clean-label meat snacks, Jason Burke answers that by focusing on access, familiarity, and long-term discipline. Rather than simply creating a better version of jerky, he saw an opportunity to rethink price point, format, flavor, audience, and usage occasion, moving from premium jerky into meat sticks that could work for lunchboxes, parents, and variety-seeking snackers. Jason emphasizes the importance of staying close to consumers, building strong retail relationships, using familiar flavors to reduce trial friction, and knowing when to narrow focus instead of chasing every adjacent opportunity. His approach shows that category disruption is less about one big breakthrough and more about consistent, intentional decisions that compound over time. In this episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Jason Burke, Founder and CEO of New Primal, about building a cleaner meat snack brand and reshaping a legacy category. Jason shares why focus matters, how familiar flavors drive trial, and what it takes to grow through retail. He also touches on packaging, expansion, founder resilience, and future innovations. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/41720595

The Alchemy of Biologica 06/11/2026

The Alchemy of Loonen Water 05/21/2026

The Alchemy of Loonen Water Clara Sieg is the Co-founder and CEO of Loonen, a glass-bottled water company rethinking hydration through spring-sourced, purified water, third-party testing, and transparent quality reports. In her role, she guides the brand’s vision, product standards, retail growth, and consumer education, ensuring every decision reflects Loonen’s commitment to clean water without plastic packaging. As a former partner at Revolution Ventures, Clara spent more than a decade investing in early-stage consumer brands before launching Loonen after her pregnancy sharpened her concerns about plastics, toxins, and everyday water quality. In this episode… The products we use every day often feel simple because they are so familiar. Water, in particular, can seem like the most basic choice on the shelf, yet its sourcing, packaging, and testing tell a much deeper story. What happens when a founder starts questioning not just what we drink, but what our water passes through before it reaches us? The answer starts with treating water as a product that deserves the same scrutiny as food, beauty, and home care. As a former consumer investor and founder focused on safer everyday essentials, Clara Sieg brings a deeply informed perspective to bottled water, from contamination risks to packaging tradeoffs. She explains why transparency matters, how comprehensive finished-goods testing can build trust, and why glass packaging requires just as much attention to caps, transit, and production systems. Clara’s insights point to a larger shift: consumers are looking for proof, not just purity claims. In this episode of the Brand Alchemist Podcast, Taja Dockendorf talks with Clara Sieg, Co-founder and CEO of Loonen, about rethinking bottled water through purity, transparency, and plastic-free packaging. Clara shares how pregnancy shaped the brand’s mission, why testing matters, and how thoughtful design improves the everyday experience. She also touches on founder lessons, retail growth, and future innovation. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/41321950

The Alchemy of SkinnyDipped 05/14/2026

The Alchemy of SkinnyDipped Breezy Griffith is the Co-founder and CEO of SkinnyDipped, a better-for-you snack brand reinventing treats with big flavor, less sugar, and real ingredients. She and her mom launched the company from their kitchen table after a family tragedy inspired them to build something meaningful together. Breezy has guided SkinnyDipped from door-to-door sales to national retail growth and leads strategy, innovation, sales, marketing, and expansion while building a family-rooted team and philanthropic work supporting women entrepreneurs. In this episode… Building a food brand takes more than a good idea; it requires sharp instincts, constant problem-solving, and the willingness to keep moving even when the path is messy, expensive, or uncertain. How does a founder turn a simple unmet craving into a nationally recognized brand without losing the heart behind it? The answer starts with staying close to the original reason for building in the first place. Breezy Griffith, a CPG founder and leader in better-for-you snacking, shares how food, family, and consumer needs shaped her approach to growth. Rather than overcomplicating early decisions, Breezy leaned into making something people genuinely want to eat, then used sampling, retail learning, and brand storytelling to create momentum. She also points to the importance of defined roles, trusted collaborators, and building a team that feels like an extension of the founding values. Her perspective offers a reminder that growth is often built through small, consistent decisions that stack into something much bigger. In this episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Breezy Griffith, Co-founder and CEO of SkinnyDipped, to discuss building a family-founded snack brand rooted in flavor, grit, and purpose. Breezy shares why sampling drove early traction, how Target became a turning point, and what guides innovation. She also touches on philanthropy, women founders, team culture, and telling the story behind the brand. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/41244460

Creative Intelligence vs. Artificial Intelligence 04/09/2026

Creative Intelligence vs. Artificial Intelligence Taja Dockendorf is the Founder and Creative Director of Pulp+Wire, a female-founded, full-service CPG branding and marketing agency. With over 18 years of experience, she has helped build, launch, and scale hundreds of brands across the natural and organic foods, cannabis, hemp, and lifestyle categories. She has led brand strategy and creative campaigns for notable companies, including Ryan Snacks, Allagash Brewing, and Ocean Spray. A seasoned brand strategist, creative leader, and investor in emerging brands, Taja is known for blending strategy, storytelling, and design to create brands that stand out in competitive markets. In this episode… Artificial intelligence is rapidly reshaping creative work, leaving many creatives torn between excitement and anxiety. While AI promises speed and efficiency, it also raises concerns about originality, emotional depth, and the loss of human intuition in branding and storytelling. How can creatives embrace AI without sacrificing the soul of their work? A brand strategist and creative director with deep expertise in CPG branding and storytelling, Taja Dockendorf explains that AI works best as a supportive tool rather than a creative replacement. She emphasizes the importance of intentional prompting, iteration, and leveraging AI as a thought partner to organize ideas and refine direction. Taja encourages creatives to protect their intuition, lived experience, and emotional intelligence — focusing on big ideas, cultural nuance, and human connection while letting AI handle efficiency and execution support. In this episode of the Brand Alchemist Podcast, Taja Dockendorf, Founder and Creative Director of Pulp+Wire, explores creative intelligence versus artificial intelligence. Taja discusses using AI as a junior assistant, why prompts shape outcomes, how human intuition drives great branding, and what AI still can’t replicate in emotionally resonant creative work. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/39960855

Building an Emerging Olive Oil Brand From Grove to Global 04/03/2026

Building an Emerging Olive Oil Brand From Grove to Global Camillo Franchi Scarselli is the Co-founder of Libellula, a collective supporting small family olive farms in Italy’s Sabina region, north of Rome. Based near Montelibretti, he works closely with local growers to preserve traditional groves while connecting them to international markets. Through Libellula, Camillo helps farmers share resources, maintain sustainable agricultural practices, and bring high-quality extra-virgin olive oil to consumers around the world. Pepper Gross is the Chief Marketing Officer for Libellula, the Italian olive oil collective connecting family farmers in the Sabina hills with customers in the United States and beyond. Originally from Brunswick, Maine, Pepper helped establish the company’s first US distribution hub there and focuses on storytelling, partnerships, and community engagement that highlight Libellula’s mission of supporting small farmers and sustainable agriculture. In this episode… The story behind many food brands begins with a place, a tradition, or a problem that needs solving. Long-standing agricultural practices are meeting modern environmental challenges and shifting markets. How do founders turn that tension between heritage and innovation into a brand that can grow while staying true to the land? Camillo Scarselli and Pepper Gross say the answer begins with restoring value to what already exists. By bringing together small farmers and reviving neglected groves, they focus on regenerative methods that improve soil health and avoid chemical inputs. Camillo explains that long-term quality comes from patience — testing soil, adapting harvest timing, and letting nature lead the process. Pepper adds that emerging brands grow best through community by cultivating partnerships, building relationships with customers, and expanding thoughtfully rather than chasing scale too quickly. Together, their approach shows how transparency, collaboration, and respect for tradition can shape and grow a sustainable brand. In this episode of the Brand Alchemist Podcast, host Taja Dockendorf sits down with Camillo Scarselli, Co-founder, and Pepper Gross, CMO of Libellula, to discuss building an emerging olive oil brand rooted in regenerative farming. Camillo and Pepper explore restoring abandoned groves, scaling a collective of farmers, and balancing artisanal production with brand growth. They also discuss biodiversity in olive varieties, community partnerships, and connecting Italian agriculture with US markets. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/40583835

Building a Mission-Driven Supplement Brand: Regenerative Farming Meets Clinical Research 03/12/2026

Building a Mission-Driven Supplement Brand: Regenerative Farming Meets Clinical Research Brian Upton is Co-founder and Chief Revenue Officer of Elevate Organic, a wellness brand focused on regenerative agriculture and science-backed organic supplements. He helps lead the company’s commercial strategy and brings products with clinically studied ingredients like organic Shatavari and regenerative Ashwagandha to market. With over a century of combined natural products industry experience behind the company’s founders, Brian has been instrumental in applying industry insight to building a sustainable brand that combines clinical research with regenerative sourcing. Hank Ramsey is Co-founder and General Manager of Elevate Organic. He oversees operations and strategic execution and champions combining evidence-based nutrition with regenerative agriculture to create supplements that support both human vitality and planetary health. Prior to Elevate Organic, Hank built extensive experience in the natural products and wellness industry through senior sales and leadership roles at brands including Ancient Nutrition, Garden of Life, Gaia Herbs, and Arizona Nutritional Supplements, where he led retail strategy and key account growth across major channels. In this episode… Most supplement brands compete on trends, claims, and crowded shelves. But what does it take to build a mission-driven CPG brand that stands out in a mature category while staying rooted in science and integrity? And how do experienced operators turn conviction into a differentiated, scalable business? The answers lie in pairing deep industry experience with disciplined brand execution. Drawing from decades of scaling major natural products brands, Brian Upton, a revenue leader shaped by digestive health transformation, and Hank Ramsey, a veteran sales and operations executive, share how a proven playbook can be applied to launch a purpose-driven supplement company. They explore how to identify white space in a crowded category without becoming overly dependent on data dashboards. Brian explains why experience and long-term category insight often outperform short-term trend chasing, while Hank emphasizes that clinically studied ingredients are critical for premium positioning and lasting consumer trust. Together, they frame regenerative sourcing not as a marketing tactic, but as a defensible, long-term brand moat. Their advice includes putting people first, protecting product efficacy at all costs, and building a culture resilient enough to withstand startup volatility. In this episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Brian Upton and Hank Ramsey, Co-founders of Elevate Organic, to discuss building a regenerative supplement brand in a competitive CPG market. They explore brand differentiation through clinical science, scaling with a proven playbook, and raising category standards with innovative protein, probiotic, and detox formulations. Brian and Hank also share startup lessons and their long-term vision for industry leadership. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/40363555

Building a Brand from Scratch: Lessons in Growth and Innovation 02/26/2026

Building a Brand from Scratch: Lessons in Growth and Innovation Adam Deremo is the Co-founder and CEO of AWAKE Chocolate, a brand pioneering the fusion of delicious chocolate and functional benefits. With a strong background in CPG, Adam has played a pivotal role in growing the brand, and AWAKE Chocolate is now one of the leading functional chocolate brands in North America, with products now carried in thousands of retail locations. Before launching AWAKE Chocolate, Adam spent over a decade working with industry giants Kraft Heinz and PepsiCo, where he honed his expertise in business strategy, product development, and financial management. In this episode… Building a successful brand in a crowded market is challenging, especially when trying to bring something truly innovative to the table. But what makes some entrepreneurs stand out from the rest? What allows them to overcome obstacles and disrupt industries that have been around for decades? With an extensive background in consumer packaged goods, Adam Deremo notes that the key to success lies in identifying gaps and creating solutions that address unmet consumer needs. He emphasizes the importance of moving quickly, especially when scaling a new business, and how taking calculated risks without over-analyzing decisions can lead to faster growth. Additionally, Adam highlights the significance of staying focused on quality and consumer feedback as the brand grows, rather than getting distracted by shiny new opportunities. In this episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Adam Deremo, Co-founder and CEO of AWAKE Chocolate, to discuss how he launched a brand that blends innovation with taste. Adam talks about scaling a business in a competitive market, insights on functional foods, and lessons learned from navigating the challenges of the pandemic. He also shares advice on product trial strategies and hiring the right team. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/40196580

Design Meets Neuroscience: Building the Future of Cognitive Care With NOON 02/12/2026

Design Meets Neuroscience: Building the Future of Cognitive Care With NOON Jane Wong is the Co-founder, CEO, and Creative Director of NOON, a cognitive wellness brand where neuroscience meets nature. She leads NOON’s brand strategy, product vision, and innovative design — blending Eastern plant wisdom with modern neuroscience to create functional, science-inspired tools for focus, calm, and sleep. Jane’s expertise spans creative direction, design, immersive environments, and wellness innovation with a focus on holistic, health-driven experiences. Dr. Julie Hwang is the Co-founder and COO of NOON and a licensed Naturopathic Doctor. With over 15 years in functional medicine, herbalism, clinical nutrition, and mind-body health, she guides NOON’s clinical strategy and product efficacy. Dr. Hwang also directs Aurum Medicine & Wellness Clinic, helping individuals and organizations optimize resilience, performance, and well-being. In this episode… Modern wellness is shifting beyond physical health into the way we support focus, mood, and resilience in everyday life. More founders are exploring how science and nature can work together to create tools that are both effective and enjoyable. What does it take to build a cognitive wellness product that people actually want to use consistently? Jane Wong and Dr. Julie Hwang answer this by drawing on their expertise in design innovation and integrative clinical medicine to explain how cognitive care must be both science-backed and emotionally engaging. They share insights on why functional mushrooms and adaptogens can support stress regulation over time, and how delivery systems like dual-layer gummies can improve both absorption and the user experience. Jane and Dr. Hwang’s approach highlights the importance of blending efficacy, accessibility, and habit-building rituals into wellness routines. In this episode of the Brand Alchemist Podcast, host Taja Dockendorf sits down with Jane Wong and Dr. Julie Hwang, Co-founders of NOON, to discuss cognitive wellness innovation. Jane and Dr. Hwang discuss their burnout-inspired brand origins, functional mushroom formulation, dual-layer gummy efficacy, and NOON’s growth strategy. They also touch on NOON’s marketing challenges and what’s next for the brand. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/40036015

From Regenerative Farm to National Brand: How Singing Pastures Is Redefining Clean Protein 02/02/2026

From Regenerative Farm to National Brand: How Singing Pastures Is Redefining Clean Protein Holly Arbuckle is the Co-founder and CEO of Singing Pastures, a regenerative farming-based food company known for pasture-raised pork products. She leads the brand’s strategy and growth with a focus on sustainability, storytelling, and healthier protein options. Holly launched Singing Pastures with her husband to promote regenerative agriculture and fill a gap in truly pasture-raised snacks. Under her leadership, the company has grown its retail and online presence while staying true to its mission. In this episode… Building a food brand often requires navigating the tension between values, viability, and long-term impact. When health, agriculture, and business strategy intersect, the decisions become less about speed and more about intention. What does it look like to grow a brand without compromising the systems that support it? As a regenerative farming expert and seasoned CPG founder with a background in health and agriculture, Holly Arbuckle grounds business growth in biological and ecological principles. Branding, in her view, becomes a strategic extension of product integrity — translating how the product is made into something consumers can immediately recognize and trust. Holly explains how soil health emerges as the foundation of food quality, influencing everything from nutrition to long-term sustainability. Slower, traditional crafting methods consistently outperform shortcuts by creating real differentiation in crowded categories. For founders, focus, patience, and trusted advisors prove far more valuable than constant diversification. In this episode of the Brand Alchemist Podcast, Taja Dockendorf chats with Holly Arbuckle, Co-founder and CEO of Singing Pastures, to discuss building a regenerative, purpose-driven protein brand. They cover regenerative farming principles, rebranding for modern consumers, and innovating protein snacks with clean ingredients. Holly also touches on bootstrapping growth, grant funding, and future expansion plans. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/39877205

Embracing Change: A Personal Journey in Leadership and Life 01/22/2026

Embracing Change: A Personal Journey in Leadership and Life Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences. Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies. In this episode… What happens when the dynamics of your personal and professional life are completely disrupted and you're forced to choose between comfort and growth? Many leaders face this dilemma, especially during times of change that challenge their business and family lives. How can you stay true to your values while navigating uncertainty and redefining success? After deciding to move her family and business, branding expert and creative director Taja Dockendorf was forced to reexamine her leadership, identity, and resilience. She embraced the disruption by stepping back from external influences, strengthening internal team dynamics, and redefining her company’s workspace. Taja recommends relinquishing outdated expectations, walking away from environments that no longer serve you, and investing in what truly matters — your people and purpose. In this exclusive episode of the Brand Alchemist Podcast, Taja Dockendorf opens up about embracing and leading through change. She shares prioritization tips, how to align your values across your personal and professional life, and how to build a purpose-driven team. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/36031230

Beyond Personal Taste: Creating a Consumer-Centric Brand 12/19/2024

Beyond Personal Taste: Creating a Consumer-Centric Brand Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences. Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies. In this episode… Many founders and brand owners maintain that their brand is “their baby” and should be an extension of their personalities. However, this mentality doesn’t always resonate with target audiences. How can you separate yourself from your brand to create a company that serves your target audience? While your personality may fuel your brand’s vision, it doesn’t always define it. Award-winning brand builder Taja Dockendorf emphasizes conducting in-depth research into your target audience’s habits, preferences, purchasing decisions, and lifestyles to structure your brand. Once you’ve conducted sufficient research, you can begin creating products and designing packaging and logos. During this phase, it’s crucial to acquire and embrace customer feedback to refine your efforts and create a brand that best resonates with consumers. In this exclusive episode of the Brand Alchemist Podcast, Taja Dockendorf talks about creating a consumer-centric brand that doesn’t just reflect your personality. She shares consumer testing strategies for the launch phase, delves into the research phases of brand-building, and explains why your brand isn’t really your baby. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/34459485

Best of Brand Alchemist 12/05/2024

Best of Brand Alchemist Taja Dockendorf is the Founder, Owner, and Creative Director at Pulp + Wire, a female-founded, award-winning, full-service, CPG branding and marketing agency. Pulp + Wire specializes in helping natural and organic foods, cannabis, hemp, and lifestyle brands discover their identities and create websites, packaging, and social media strategies that resonate with their audiences. Taja has built P+W into one of the most in-demand, referred design houses in the Northeast, and her creative approach to a client-centric and holistic business model has consistently earned the company multiple graphic design and advertising awards. She is a regular contributor to Forbes, focusing on team culture in the creative space, and has been featured in The Dieline, Graphic Design USA, and Food Manufacturing Magazine, among other publications. Before Pulp + Wire, Taja co-founded multiple other brands and companies. In this episode… With so much innovation and noise in the CPG market, brands must adapt and differentiate themselves from the competition, all while remaining consistent with their values and keeping the consumer at the forefront. What can you learn from five CPG brand founders who have balanced these responsibilities amid a rapidly evolving market? When scaling your brand, you must ensure your products remain true to your company’s core. Junea Rocha recommends making small changes to your manufacturing over time, while Hector Saldivar warns against growing too quickly and instead suggests building relationships with key retailers and investing in channels that complement your products. Advertising in stores is no longer enough to capture consumers’ attention, so Alison Cayne has merged digital shopping with in-store experiences by offering consumers online recipes for her products. Whether operating in the restaurant or DTC space, consumer engagement and connection are crucial. Jake Karls has developed a brand persona that exudes positivity, and Nabeer Alamgir has dedicated his brand to fostering connections with restaurateurs. In the Brand Alchemist Podcast’s exclusive compilation episode, Taja Dockendorf reviews her top five episodes. With insights from Junea Rocha, Hector Saldivar, Alison Cayne, Jake Karls, and Nabeer Alamgir, Taja reflects on generating brand engagement and connection, how to scale sustainably, and how to position your products in front of consumers. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/34231615

The Alchemy of GEM 07/25/2024

The Alchemy of Brazi Bites 07/11/2024

The Alchemy of Goode Health 06/20/2024

The Alchemy of Tia Lupita Foods 06/06/2024

The Alchemy of Blobs 05/23/2024

The Alchemy of Blobs Mike Schanbacher is Co-founder of Blobs, a candy company with clean ingredients and low sugar content. In his role, he spearheads Blob’s marketing and growth strategies, infusing the brand with the joy and nostalgia of childhood candy. With experience crafting digital marketing and growth strategies, Mike has held roles at numerous prominent companies, including Ogilvy, Partner Commerce, Quip, and USA Today. Nicholas Kheny is Co-founder of Blobs, where he oversees operations, finance, strategy, and R&D, ensuring great-tasting, better-for-you candy. With a background in biochemical and environmental engineering, he transitioned from real estate to candy-making after discovering a passion for innovative consumer solutions and sustainability. In this episode… What does it take to turn a nostalgic passion into a groundbreaking business? Many sweets and snacks on the market are either filled with sugar or contain sweeteners with unpleasant tastes and textures. Is it possible to disrupt the traditional candy market with something entirely new? Mike Schanbacher and Nicholas Kheny tackled this challenge head-on with a gummy candy brand that debunks the myth that healthy candy can’t be fun or delicious. When introducing an innovative product to a crowded market, they recommend embracing creativity in the development process by exploring new shapes, colors, and textures to make the product stand out and create a unique brand identity. Once customers become familiar with your brand, you can integrate their feedback into your product iterations to adapt to the market. Each brand-building effort should incorporate storytelling elements in your packaging and marketing to capture consumers’ imaginations and foster brand engagement. In the latest Brand Alchemist Podcast episode, Taja Dockendorf welcomes Mike Schanbacher and Nicholas Kheny of Blobs to discuss how their brand fulfills childhood memories of candy without guilt. Together, they recount the trial and error in perfecting their product, the strategic brand positioning, and their commitment to connecting with consumers in a genuine, memorable way. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/31397407

The Alchemy of Brooklyn Dehli 05/02/2024

The Alchemy of GOOD GOOD 04/04/2024

The Alchemy of Blank Slate Kitchen 03/21/2024

The Alchemy of Blank Slate Kitchen Alex Sorenson is the Founder of Blank Slate Kitchen, which crafts internationally inspired sauces with all-natural, quality ingredients. The brand began as a side project before evolving into a successful venture sold nationwide and featured in major publications. As a New York Times-starred chef, Alex has worked in various fine-dining restaurants throughout New York City, France, Rwanda, and Borneo. In this episode… When you’ve satisfied a market need with a brand built from your personal experiences, it’s natural to execute each step of the process singlehandedly, ensuring everything aligns with your standards. Yet this isn’t sustainable long-term, stunting future brand growth. Hear how a forward-thinking brand owner propelled his business forward despite setbacks to get his exclusive products in consumers’ hands. After the first year of making chili oil in his personal kitchen to ensure quality outputs, Alex Sorenson sliced his finger with a mandoline blade, significantly delaying production. He decided to partner with a co-packer to expedite production and shipping, allowing him to focus on growing the business rather than overseeing daily operations. But Alex nearly lost his brand after partnering with a co-packer who underfilled his products and didn’t ensure safe packaging methods. He maintains that co-packer relationships are fundamental to business success, emphasizing the importance of researching and vetting each company before establishing a mutual agreement with each other. Welcome back to the Brand Alchemist Podcast as Taja Dockendorf interviews Alex Sorenson, the Founder of Blank Slate Kitchen, about his brand-building story. Alex talks about his products’ travel-inspired, culturally rich flavor profiles, his plans to diversify his product line, and how he transitioned from a software engineer to a professional chef. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/30417203

The Alchemy of B.T.R. Nation 02/29/2024

The Alchemy of B.T.R. Nation Ashley Nickelson is the Founder and CEO of B.T.R. Nation, which produces on-the-go, better-for-you snacks that reimagine typical vending machine food. B.T.R. Nation has tens of thousands of customers nationwide and is distributed in over 600 stores. After her parents were diagnosed with cancer, Ashley became their primary caretaker and spent years eating out of hospital vending machines and cafeterias. With a background in biochemistry and food studies, she began making protein-packed plant-based snacks. In this episode… With many consumers becoming more health-conscious, the market is saturated with natural, better-for-you food options. However, even while promoting fresh ingredients, some brands begin manufacturing their products with refined and engineered ingredients over time, replicating their original flavors while cutting costs. How can you maintain a commitment to real food ingredients while differentiating yourself in the market? With a unique mission to replace toxic vending machine snacks with plant-based, protein-packed snack bars and bites, Ashley Nickelsen produces her products with real food for authentic flavors. She launched her brand in DTC channels to build initial brand awareness before transitioning into retail, where she focused on creating eye-catching packaging to attract new consumers. Yet consumers are often inundated with innumerable snack options, so to generate a loyal customer base, you must instill your mission into every endeavor from marketing and packaging to manufacturing, expansion, and innovation. In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Ashley Nickelson, the Founder and CEO of B.T.R. Nation, to talk about the brand’s evolution. Ashley shares why you shouldn’t focus on cost when manufacturing products, how to raise capital to build brand awareness, and her vision for the brand’s expansion and innovation. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/30012898

The Alchemy of Kiddiwinks 02/08/2024

The Alchemy of Kiddiwinks Jenna Liut is the Chief Commercial Officer and Co-founder of Kiddiwinks, a plant-based prebiotic milk for kids. As a marketing and business development specialist, she has experience in food and agriculture systems, storytelling, consumer behavior, and early-stage startup operations. Before Kiddiwinks, Jenna hosted the Eating Matters podcast and was the VP of Product at Ambrosia, a startup fighting food waste. In this episode… Plant-based milk has been sweeping the market over the past 5-10 years as more consumers develop dairy intolerances. However, options like almond and oat milk lack the vital nutrients present in cow’s milk, and many children with dietary restrictions find the texture and taste unpleasant. How can you produce and market functional beverages for a niche audience? After recognizing her own child’s intolerance to milk protein, Jenna Liut partnered with research developers and nutrition experts to develop a tasty plant-based milk fortified with essential proteins, fibers, and vitamins. When launching and marketing a functional new product, customizing the messaging and packaging for your target audience is crucial, so Jenna created distinctive and lively designs tailored to kids. You must also remain consistent with your products to maintain their original benefits and characteristics, especially with a young consumer base. Throughout the process, you may attract consumers outside your initial scope, as Jenna discovered when teens and parents of young children began consuming her products. In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf returns to interview Jenna Liut, the Chief Commercial Officer and Co-founder of Kiddiwinks, about building a functional brand for kids. Jenna explains the difference between traditional plant-based milk and Kiddiwinks’ functional beverages, her long-term vision for the brand, and the lessons she’s learned along her journey. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/29580873

The Alchemy of Kalamata's Kitchen 12/21/2023

The Alchemy of Ithaca Hummus 12/07/2023

The Alchemy of Fruitful Brands 11/16/2023

The Alchemy of Fruitful Brands Nicole Cardone is the Co-founder and CEO of Fruitful Brands, the umbrella company of SorBabes and Fudgy Pop. SorBabes offers artisanal, flavor-dipped sorbet bars and Fudgy Pop produces rich, dairy-free fudge bars. After working as a financial analyst in the private financial sector, she created disruptive frozen food products focusing on flavor, quality, sustainability, and human and animal welfare. Deborah Gorman is the Co-founder and Owner of Fruitful Brands, SorBabes, and Fudgy Pop, where she focuses on reinventing and innovating classic treats. The brands have been featured in Fortune, Buzzfeed, PopSugar, and more. As an experienced food industry professional, recipe developer, and chef, Deborah’s skills include innovation, R&D, and business development. In this episode… Sweet treats like ice cream bars and fudgsicles are nostalgic for many American consumers. However, many of these products are now white-labeled, sold in bulk, and made with artificial ingredients some consumers can’t tolerate. Today’s resourceful guests have developed a unique way to innovate their product line while educating and targeting consumers. Business partners and frozen treat trailblazers Nicole Cardone and Deborah Gorman recreated sorbet with frozen fruit bars after becoming dissatisfied with traditional options. Their staggering success inspired them to create similar products using chocolate. Yet sorbet and chocolate are distinct categories in consumers’ minds, so Deborah and Nicole founded a separate company to launch and market chocolate-dipped pops as exclusive products. Managing juxtaposing brands with products in adjacent categories creates opportunities to emphasize their similarities and differences through educational website landing pages. In today’s episode of the Brand Alchemist Podcast, Taja Dockendorf hosts Nicole Cardone and Deborah Gorman, the duo behind Fruitful Brands, to talk about managing two diverse brands under one company. Together, they share SorBabes’ first packaging designs, Fudgy Pop and SorBabes’ innovation and growth plans, and how they partnered to reinvent the frozen food category. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/28609288

The Alchemy of Secret Island Salmon 11/02/2023

The Alchemy of TUYYO 10/19/2023

The Alchemy of TUYYO Stefanie Garcia Turner is the Founder and CEO of TUYYO, a modern line of Hispanic food and beverages made with natural ingredients. With nearly two decades of experience in the natural products industry, she has helped hundreds of brands scale in various roles, including procurement, supplier business development, and sales and distribution management. As an advocate for good food systems, Stefanie has spoken at events like the USDA Know Your Farmer, Know Your Food initiative and is a member of the nonprofit organization Slow Food. In this episode… Innovative CPG brands are paving the way for diverse products that introduce consumers to bold new flavors and cultures. But when certain consumer demographics aren’t familiar with the product line, launching and positioning the items in the market can be difficult. How can you educate consumers to accelerate product innovation and grow your brand? Stefanie Garcia Turner’s line of Latin-inspired agua fresca powders gained rapid traction among families with small children and anyone wanting to incorporate a simple, refreshing beverage into their daily routines. But she struggled to market her instant coffee, as the product isn’t widely consumed among American shoppers. When educating consumers on item use, you must determine the ideal sales channel and revise your messaging to attract various demographics. Additionally, partnering with brokers can help you maintain an upward growth trajectory by marketing to specific audiences. The Founder and CEO of TUYYO, Stefanie Garcia Turner, is Taja Dockendorf’s guest in this episode of the Brand Alchemist Podcast. Together, they discuss Stefanie’s journey as a female and minority business owner launching culturally-diverse beverages. Stefanie also talks about how TUYYO’s consumer base has evolved, her love of agua fresca, and how she developed her beverages. /episode/index/show/c6aa3718-d7b7-4f5c-a315-3eec8da1f1e8/id/28324886

The Alchemy of Haven’s Kitchen 10/05/2023

The Alchemy of Sayso 09/21/2023

Brand Alchemist Podcast

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