Walmart has made it clear that it wants to work with trendy emerging brands – but how do they succeed there, and not just get worked over?

At Nosh Live 2025, taking place Dec. 4-5 in Marina del Rey, Calif., BelliWelli co-founder Katie Wilson will be joined by Kristin Piper, vice president of Merchandising – Wellness, Walmart U.S., to share insights on developing products and marketing for the Walmart shopper.

At Nosh Live, Wilson and Piper will provide an inside look at how brands can land and scale at this key retailer, breaking down misconceptions about Walmart’s core consumers, and ultimately helping attendees understand how to craft a mass-market channel strategy.

BelliWelli, a four-year-old digestive health startup, expanded nationwide at Walmart earlier this year after initial traction in select stores wildly exceeded expectations. During their discussion, Wilson and Piper will help explain the factors that led to that breakout growth, and give founders attending Nosh Live concrete ideas about how they can incorporate Walmart into a successful retail strategy, while also helping illustrate the way that the nation’s largest retailer views the intersection of CPG and wellness.

The growth of BelliWelli is itself a remarkable story: Wilson, a former celebrity matchmaker, launched the business following a years-long struggle with chronic abdominal pain. Starting with gut-friendly, gluten-free snacks that shunned difficult-to-digest ingredients like sugar alcohols and dairy, today, the brand is doubling down on fiber powders packed with probiotics, electrolytes, and collagen.

The brand’s work with Piper, who oversees Walmart’s Wellness Merchandising organization, illustrates how that retailer is attempting to build an assortment of trusted and innovative wellness brands, helping customers find solutions that fit their needs across vitamins, supplements, digestive health, performance, and nutrition — including high-protein options like drinks and bars – and show how other entrepreneurial brands might eventually become part of that set of solutions.

With elements of strategic planning as well as tactical execution, this talk is an essential building block for brands that are thinking about the accelerated growth that success in high-volume accounts like Walmart can unleash.

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About Nosh Live

Nosh Live is the definitive event for emerging and established food brands to connect with the industry’s leading retailers, investors, advisors, and partners. Through thoughtful programming, strategic networking, and a curated community, Nosh Live is where the next generation of food brands gets serious about growth.

Join us this December to gain insights, make connections and meet the people who might just shape your next big move.