Mike Schneider
Chief Revenue and Marketing Officer • BevNET CPG MediaView LinkedIn profile for Mike Schneider
One misleading social post can spark a frenzy – but can brands keep playing with consumer trust? We unpack the curious ruse of a beloved emerging brand and the growing debate around “rage bait.” We also dig into Whole Foods’ latest LEAP cohort and what its emerging-brand picks reveal about the next wave of CPG.
Plus, we sample functional freeze pops and flavored dried mango, and hear from the founders of three fast-growing brands about building community, creating better-for-you products and turning retail distribution into sustainable growth.
Show notes:
0:20: London Calling, Buyer Bingo, LEAP Year, Creamed. Functional Freeze Pops, Better-For-You-ish – The hosts preview the October 21 London meetup at TRIP HQ, along with Nosh Live, BevNET Live and Brewbound Live in Los Angeles in December, highlighting speakers and one-to-one opportunities with Whole Foods buyers and Venable. They then examine Whole Foods Market’s 2026 LEAP cohort and what the selections suggest about CPG, including global flavors, cultural heritage, convenience and food-based functionality. The conversation turns to Pistakio’s social post suggesting the brand was ending, which was later clarified as the sunsetting of an earlier product version. The hosts consider the engagement and potential trust risks of “rage bait” and misleading framing. They also point listeners to a Nombase interview with Whole Foods buyer Charlie New, then sample Sleet Pops’ freeze pops and discuss functional ingredients and cold-chain flexibility. Finally, they taste Chici Mama’s flavored dried mango bites and debate whether they are better viewed as dried fruit or a better-for-you candy alternative, exploring what “better-for-you” really means.
27:08: Interviews from Taste Radio’s San Francisco Meetup – Ray sits down with San Francisco Brewing Company founder Josh Leavy, Rotten founder Michael Fisher, and Bakeful founder and CEO Tony Davis for conversations about building brands, connecting with consumers, and navigating growth. From creating community around craft beer and leveraging founder-led social media to winning national retail distribution and driving repeat purchases, the interviews explore the opportunities and challenges facing emerging CPG brands.
Brands in this episode: TRIP, SmartSweets, Snackish, The Coconut Cult, MALK, Rachel’s Good Eats, Nowhere Bakery, Honey Mama’s, Midday Squares, Mason Dixie Foods, Alavi, Olipop, Garage Beer, Hellbent Cocktails, Bonny, Cotto, Folkland Foods, HEYDOH, HOL Health Club, Joon Pistachios, Sababa, Tea with Tae, Ya Ya Ya, Sleet Pops, Jous, Chici Mama, Sweet Tarts, Nerds, Diet Coke, Coca-Cola, S.F. Brewing Co., Rotten Candy, Bakeful
