Over a decade ago when I researched consumer apps and software vs. brands, one of the strongest signals of a healthy startup ecosystem was founders and operators who went on to build a new company, join early stage teams, invest and advise. While CPG is still much smaller than tech as an asset class, it’s inspiring to see so many repeat founders get back to building a brand from scratch, especially with the recent launches of Nice Cans, Floura, Kindling Provisions, and Hormbles Chormbles in January 2025.
Charlotte Langley co-founded Scout Canning then sold it to Safe Catch. Now she’s building Langley Foods which just launched Nice Cans tinned fish.
Jeni Britton founded Jeni’s Ice Cream in 2002. She recently launched Floura fiber bars.
Cameron Smith sold Kodiak Cakes to L. Catterton in 2021 with co-founder Joel Clark. Now he’s building Kindling Provisions protein pretzels with co-founder Brandon Porras, former VP of Marketing at Kodiak. Kindling is hiring!
Jared Smith sold RXBAR to Kellanova in 2017 with co-founder Peter Rahal. Now he’s building Hormbles Chormbles protein candy.
Peter Rahal sold RXBAR to Kellanova with co-founder Jared Smith. Now he’s building David protein bars.
Mahisha Dellinger sold multi-million dollar hair care brand CURLS. Now she’s building Huzzy Smart Sips non-alcoholic drinks.
Co-founder of Everlane Michael Preysman is also a co-founder of Magna electrolytes.
Ross Mackay co-founded Daring plant based chicken. Now he’s building Cadence hydration with co-founder George Heaton.
Daniel Kaplan and Robbie Miller sold Zitsticka acne care to Heyday. Now they’re building Dally low calorie konjac jelly snacks.
Maya French co-founded Koia plant-based protein smoothies. Now she’s building Happy Pop dopamine-inducing energy drinks.
Bella Hughes co-founded Shaka Tea and sold it to Irresistible Foods Group. Now she’s building Better Sour candy with co-founder Semira Nikou.
Ty Haney led the athleisure movement with Outdoor Voices. Now she’s building Joggy energy.
Nicole Dawes sold Late July Snacks to Snyder's-Lance in 2014. Now she’s building Nixie sparkling water & low sugar soda.
Yves Potvin created Yves Veggie Cuisine and sold it to Hain Celestial. Now he’s building Konscious Foods plant-based frozen sushi.
