The NOSH Podcast: The Science of Building a Functional Food Brand

On this week’s show, NOSH editor Carol Ortenberg, editor-in-chief Jeff Klineman and reporters Adrianne DeLuca and Lukas Southard chat about pickling and profitability before airing their opinions about the new names and structure of Kellogg Company. Later, Adrianne sits down with Marc Washington, founder and CEO of Supergut, and Greg Shearson, CEO of Cerebelly to hear why they believe the brands’ science-backed approach to functional food will be key to their longevity.

Show Highlights:

01:45: Jeff shares his post-Expo concerns about how many brands approach growth and walks the team through pros and cons of profitability. Later Carol sparks widespread disgust with her idea for a new CPG pickle product.

14:23: The conversation turns to Kellogg’s plan to split the company into two separate entities and turns to debate around the best name to call those new entities. Lukas shares some strong opinions and believes simplicity, in this case, would have been key.

29:31: Marc and Greg kick off the conversation insight into the difficulties of building a science-backed CPG brand from the ground up including the role funding plays and why this isn’t an approach that can be taken in later stages of growth.

36:51: Later, the two executives delve into the role of scientific evidence in the functional food space, and lack thereof, while sharing why they believe this point of differentiation for their brands not only sets them apart, but sets them up for longer term success.

“We’re taking a differentiated approach here that creates a solid stable foundation, fundamentally based in scientific evidence. Having that foundation creates a moat and lasting staying power that isn’t as susceptible to the winds of shifting consumer demand.”

– Marc Washington, founder and CEO of Supergut

“In this category, the retailer interest is really palpable. They see our approach as a way to grow a category that’s historically been very slow… we’re creating an opportunity [for retailers] to take that to a dramatically different level and make the center of the store a growth arena.”

– Greg Shearson, CEO of Cerebelly

About the NOSH Podcast

The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food.

New episodes are released every week. Send us comments and suggestions anytime to podcast@nosh.com.

Subscribe on Apple Podcasts

On this week’s show, the NOSH team talks pickling and profitability before airing their opinions about the new names and structure of Kellogg Company. Later, we hear from Supergut and Cerebelly CEOs about why they believe the brands’ science-backed approach to functional food will be key to their longevity.