The Nombase Podcast

Expo West is a massive event, and it can take weeks to fully process what you saw and what it actually means. There is a lot of noise, but if you look closely, the real signals start to emerge and point to where the industry is headed next. In this episode, we sit down with Sherry Frey of NielsenIQ to make sense of it all through the lens of real consumer data. We break down what is really happening with protein and how consumers are thinking about it in their diets, why regenerative and transparent sourcing are gaining traction, which flavor trends are sticking, and how the ongoing GLP 1 conversation is reshaping product design around satiety and nutrient density.

In today’s CPG landscape, profitability isn’t always the first milestone founders should focus on. As capital markets and deal structures, investors and acquirers are often looking for something earlier in a brand’s lifecycle: clear product market fit, strong velocity, and the potential to scale efficiently. In this episode, Ryan Williams, founder of Northall and creator of the Fabid deal database shares what recent investment and acquisition activity reveals about how value is actually being built in food and beverage CPG. Together they explore why some brands attract premium valuations while others struggle to raise, how founders should think about capital efficiency, and what recent exits say about the paths companies take to reach a successful outcome.

What happens when three CPG investors decide to build a brand themselves? Kiva Dickinson of Selva Ventures joins fellow cadootz! cofounders Jordan Carpenter and Rachel Mansfield, all seasoned CPG investors, with Rachel also bringing her perspective as a leading creator, to share how experienced industry insiders launch differently. They break down how they defined their non negotiables before formulation, modeled margins and profitability from day one, and avoided common pricing and channel strategy mistakes. The cadootz! team also unpacks key decisions around manufacturing, reformulation for scale, retail sequencing, capital discipline, and building real demand through community before hitting shelves.

You may have a winning beverage you perfected in your kitchen or sell at the farmer’s market, but it’s a long road to making it work at scale. In this episode, MSI Express leaders Chuck Woods and Greg Schildmeyer share what it really takes to turn a bold idea into a profitable, manufacturable product. They’ll reveal how to avoid costly formulation and packaging mistakes, when to consider formats like stick packs versus liquids, and which trends actually have staying power. Plus, find out why aligning innovation with production reality is the key to building beverages that last.  This episode is a paid collaboration with MSI Express.

Getting into Whole Foods Market is a major milestone, but it's only the beginning. What follows is the work of proving velocity, maintaining placement, and deciding when and how to grow beyond your first region. In this episode, Cecilia Rios Murrieta, co-founder of JAS alcohol free functional cocktails, and Jomaree Pinkard, co-founder of Hella Cocktail Co, share what it really takes to grow inside Whole Foods Market. Cecilia discusses JAS launch in ninety five stores through a regional program and the reality of staying on shelf, while Jomaree shares advice based on Hella's journey from regional placement to national distribution. Cecilia and Jomaree discuss the demos, merchandising, distribution strategy, innovation timing, promo decisions, and navigating buyer relationships to pave the way from regional to national growth.

Cannabis beverage is a growing category but it comes with plenty of unexpected twists and turns. Success starts with what you can control, and in this category, that begins with the formulation. SoRSE Technology transforms cannabinoids into safe, stable, water compatible ingredients that make consistent commercial scale beverages possible. Michael Flemmens, Executive Vice President of Research and Technical Business Development at SoRSE, dives deep into the science, operations, and real world challenges behind building cannabis beverages that consumers trust and brands can grow.

With new regulations expanding the use of glass in spirits-based RTDs and growing consumer demand for clean, quality packaging, glass has reemerged as a strategic advantage. Join the Glass Packaging Institute, Jimmy Bruton of Via Carota, and Sandstrom Partners to learn why glass is non-toxic, inert, and the most sustainable material, especially when domestically made. Discover how glass affects consumer perception, protects product integrity, helps brands innovate and stand out, appeals to health-conscious consumers, and how to navigate its unique challenges.

Brain health is emerging as one of the biggest functional trends in food and beverage, as consumers look for ways to support focus, clarity, and long-term cognitive function through what they eat and drink. In this episode, Sephora Noormand of MOSH, Katie Emerson of Kyowa Hakko (makers of Cognizin®), Austin Holt of MacroCap Labs, and Josh Schall of J. Schall Consulting discuss how brands are leveraging science-backed ingredients like Cognizin® to build credibility and consumer trust, the role of clinical research in substantiating functional claims, and how innovation in brain-boosting foods, beverages, and supplements is reshaping the future of functional formulation.  This episode is a paid collaboration with Cognizin®.

THC and CBD fueled the early growth of the cannabis beverage world, but today an expanding palette of cannabinoids is giving formulators license to design experiences that build a feeling and create distinct mood states. Cannabis brand FABRIC’s Tom Eddleston, Magic Cactus founder Jonny Locarni and SōRSE Technology’s Michael Flemmens explore how minor cannabinoids and other emerging compounds are reshaping flavor, feel and functionality, discussing the science behind emulsions, stability and sourcing while sharing real-world lessons from building next-generation drinks. Find out how minor cannabinoids shape mood, how formulation choices influence flavor and effect, and how evolving regulations are driving the next wave of innovation.

Level up your formulation game with beverage expert Donald Wilkes of Blue Pacific Flavors and hear what’s really driving the next wave of functional drinks including smarter sweeteners, better energy, and flavor that actually delivers. Find out how to stay ahead of shifting consumer tastes, making clean label work without losing impact, and how to build products that don’t just follow trends but set them.

Mike Farrell of The Forest Farmers, Michael Ham of Wild Orchard Tea, and Susan Hartman of Recoup Beverage share how their brands use sustainable maple to power innovation. They explore  how maple sap provides clean hydration, natural sweetness, and a functional base to beverage formulations.  Our panel will discuss regenerative farming, nutritional benefits, and how tapping trees helps preserve forest, offering valuable information for brands aiming to meet growing demand for transparency, wellness, and sustainability through maple as a standout ingredient. This episode is a paid collaboration with The Forest Farmers.

Join Christian Quie, VP of Sales at ChocXO, and Lillard Anthony Wong, Co-Founder and COO of Owlvericks Coffee, discuss how their brands are responding to sharp ingredient cost increases caused by shifting trade policies and environmental factors and. They share approaches to managing supply chain volatility, strategies for alternative sourcing, methods for communicating price changes, and ways to maintain margin and product quality.

Sherry Frey of Nielsen IQ provides an insider’s guide to the 2025 CPG landscape, covering key trends and opportunities. Sherry delves into the latest ingredient and flavor trends, evolving snacking habits, the growing influence of global flavors, and the sustainability factors driving consumer loyalty. Highlights include growth opportunities for small BFY brands, the rising demand for sustainability, trending ingredients like collagen and electrolytes, emerging flavors such as pickle, dragon fruit, and hibiscus, and growing concerns around seed oils.

As women enter life stages marked by perimenopause and menopause, their health needs are driving demand for targeted foods, beverages, and supplements. Kate Stevenson and Julie Murphy from Brightfield Group, a social listening and consumer insights organization, join this Community Call to share data and trends on the ingredients, products, and value propositions resonating with this consumer group. As the highest-spending age bracket, they seek support for hormone balance, energy, and mood—creating a prime opportunity for brands to innovate for this highly engaged, wellness-focused audience.

The NIQ On-Premise team shares their latest data on RTD beverage trends, highlighting the biggest opportunities for brands. Joining the conversation are Ben Tilton and Matt Crompton of NIQ On-Premise, along with Ferron Salniker, BevNET's spirits editor. Together, we’ll explore the size of the RTD opportunity, key consumer demographics, channels of note, and evolving preferences around convenience, quality, and value. We’ll also dive into emerging non-alcoholic RTD trends and strategies for brands navigating the on-premise landscape.

How do you scale a culturally rooted brand while preserving authenticity and brand identity? Kartik Das of Doosra, a modern take on Indian chai-time snacks, brought this question to our recent Community Call, where innovative brands like Nguyen Coffee Supply, Brooklyn Delhi, MìLà, and DayDayCook joined the discussion. We discussed how to balance authenticity with accessibility, use data and testing to make informed decisions, and implement scrappy, budget-friendly tactics to grow while staying true to your roots.