Leisure Project, Wunderkeks Among Brands Selected for SKU’s Accelerator Program

Texas-based CPG accelerator SKU announced today the first cohort of six food and beverage brands for its upcoming Food & Beverage Accelerator track.

Founded in 2011, SKU was created with the mission of transforming startup brands into household names. Since launch, more than 100 brands, including Siete Foods and EPIC Provisions, have completed the company’s program and, according to the company, 85% of those participating brands are still in business.

The new 12-week program, slated to kick off at Natural Products Expo West in March, marks SKU’s first track focused exclusively on food and beverage brands. Cohorts of prior programs have included brands across categories, including food and beverage, beauty, pet care, personal care and wellness. To be selected for the Food & Beverage Accelerator program, brands were required to have revenues of at least $100,000 as well as “a compelling founder with an innovative brand in a hot category.” Many of the selected companies are also unique for also being family-owned and operated.

Following the kickoff, the selected brands will participate in classes focused on channel strategy, positioning and branding, packaging, labeling, safety operations and fundraising. After completing the full curriculum, participating brands will receive $20,000.

“SKU is on a mission to connect founders to CPG resources so they can create the household brands of tomorrow,” said managing director Emily Kealey in a press release. “We are excited to launch this cohort at Expo West 2023 and showcase each brand at our SKU booth.”

She continued, “Through our mentors, partners and sponsors, our unique ecosystem gives us the opportunity to accelerate these founders so they can make a lasting change in the CPG industry,” said Kealey.

The program’s mentor community features entrepreneurs, investors and top executives from product companies including Coca-Cola, 7-Eleven and Target. According to Kealey, the mentors are “all united in a shared desire to help founders successfully scale these companies.”

The six brands among the Food & Beverage Accelerator cohort are:

• Austin, Texas-based hard seltzer maker Blue Norther, which offers Ranch Water and Hard Seltzer crafted with fruit juice and organic agave. The brand was founded in 2019 by a father-son duo, both named Austin Pittman, on their family ranch.
• Founded by sisters Claudia and Cristina Sanchez Guiterrez de Piñeres, delOrigen produces a line of gluten-free, plant-based frozen cheese sticks and empanadas that offer “an innovative twist” on traditional Latin meals and snacks.
• Growth Spurt, founded by Kacey Witte, is a full-fat goat milk toddler formula modeled after breastfeeding and is easier to digest than leading dairy and cow milk formulas, the brand claims.
• Leisure Project is a hydration drink brand that features electrolytes, adaptogens and nootropics to boost both mental and physical well-being. The brand was founded by brothers and former D1 collegiate athletes Alex and Steve Michaelsen.
• Family-owned- and- operated Roro’s Baing Company specializes in handmade rolls and was created by Amy Collins, who was inspired by her grandmother, known as “RoRo.”
• Married couple Luis Gramajo and Hans Shrei built Wunderkeks, a gourmet cookie brand, “out of their belief that the foods we share help tell the story of who we are,” according to the release. After moving from their home country of Guatemala to Austin, Texas, the couple’s farmers market cookie business flourished.

The lead sponsor for the new accelerator program is The Coca-Cola Company’s New Revenue Streams organization, which first partnered with SKU last year for its Atlanta track. Additionally, through this partnership expansion, New Revenue Streams will support SKU’s launch activities at Expo West.

At the launch, founders will showcase their brands at SKU’s booth as well as at a party on March 9 sponsored by sparkling water brand Topo Chico. The theme of the party, “Austin to Anaheim,” will celebrate SKU’s hometown.