Beyond the Cupcake: How Sprinkles is Disrupting the Candy World from Cupcakes to Sweet Innovations – A Conversation with CEO Ashley Rogers

In this captivating episode of Life with Marianna, host Marianna Hewitt engages in an insightful conversation with Ashley Rogers, the dynamic CEO of Sprinkles CPG. Rogers shares her remarkable entrepreneurial journey, the evolution of Sprinkles from iconic cupcakes to innovative chocolate products, and offers invaluable advice for aspiring brand founders. This summary encapsulates the key discussions, insights, and conclusions drawn from their engaging dialogue.

1. Introduction to Ashley Rogers and Sprinkles CPG

Marianna Hewitt opens the episode by expressing her nostalgia for Sprinkles Cupcakes and introduces the exciting new venture, Sprinkles CPG. She highlights the launch of a novel chocolate product that reimagines the beloved cupcake experience.

Notable Quote:

"It's basically like a chocolate peanut butter cup, but in the middle instead of peanut butter, it's cupcake frosting. How genius is that?"
[00:50] Marianna Hewitt

2. Ashley Rogers' Early Life and Entrepreneurial Roots

Rogers delves into her formative years, emphasizing her lack of a clear childhood ambition but highlighting her upbringing under an entrepreneurial father. This foundational influence ignited her passion for business and independence.

Notable Quote:

"My dad always pushed us to figure things out on our own, which I'm really grateful for."
[02:38] Ashley Rogers

3. Entrepreneurial Journey: From LV Lean Box to Spudsy

Rogers recounts her entrepreneurial ventures, starting with LV Lean Box, a meal prep company catering to Las Vegas industry workers. She successfully scaled and sold this business, using the proceeds to launch Buff Bake, a protein-focused snack brand distributed in major retailers like GNC and Vitamin Shoppe. Her next venture, Spudsy, a salty snack brand, achieved impressive revenues of nearly $40 million before its consolidation with Pipcorn, leading to her current role at Sprinkles CPG.

Notable Quote:

"Buff Bake was really what I consider my college education because that taught me everything from sales, marketing, distribution brokers, just how to run a business."
[04:00] Ashley Rogers

4. Insights on Entrepreneurship and Partnering

Rogers offers valuable advice on entrepreneurship, stressing the importance of persistence and overcoming the fear of starting. She discusses the challenges of partnering in business, advocating for clearly defined roles and aligned goals to ensure successful collaborations.

Notable Quote:

"One thing that holds entrepreneurs back is they're just afraid to start. So just go for it."
[07:33] Ashley Rogers

5. The Creation and Vision of Sprinkles CPG

Transitioning to Sprinkles CPG, Rogers explains the strategic move to expand Sprinkles Cupcakes into the retail chocolate market. She describes the innovative Cupcake Cups, a product that encapsulates the essence of Sprinkles’ cupcakes in a shelf-stable form, available in enticing flavors like Red Velvet Double Chocolate and Birthday Cake.

Notable Quote:

"Our cupcake cups, like think of a peanut butter cup, but instead of peanut butter or almond butter inside, they're full of cupcake frosting."
[10:25] Ashley Rogers

6. Branding, Packaging, and Retail Strategy

Rogers emphasizes the critical role of branding and packaging in retail success. She discusses how Sprinkles CPG ensures that their products stand out on shelves through distinctive branding that communicates the product's identity within seconds. The strategic rollout across major retailers like Target and Walmart is part of their expansion plan.

Notable Quote:

"Branding is everything. You need to be able to tell that consumer in two seconds what the product is."
[13:48] Ashley Rogers

7. Scaling the Business and Future Expansion

Looking ahead, Rogers outlines Sprinkles CPG’s growth strategy, focusing on core products and strategic expansion into additional national retailers such as Kroger and Albertsons. She highlights the importance of scalable operations and maintaining quality to meet increasing demand.

Notable Quote:

"Our plan is to strategically grow into these national accounts... focusing on that through the end of 2025 and then starting to strategically expand again at the beginning of 2026."
[15:05] Ashley Rogers

8. Manufacturing and Scaling Operations

Rogers provides practical advice on scaling operations, particularly the transition from home-based production to partnering with manufacturers. She underscores the necessity of reliable manufacturing partners and robust pricing strategies to sustain growth and meet retailer demands.

Notable Quote:

"Make sure your pricing strategy is fully laid out and you maintain a healthy margin so you make money."
[16:14] Ashley Rogers

9. Personal Insights: Balancing Leadership and Family

Beyond business, Rogers shares her approach to balancing a demanding career with family life. She emphasizes the importance of self-care, setting non-negotiable routines, and giving herself grace to manage the dual responsibilities effectively.

Notable Quote:

"I try to give myself alone time in the morning... and I have my husband who is like my children. He needs a lot of attention too. So it's hard."
[22:17] Ashley Rogers

10. Building a Strong Team and Company Culture

Rogers highlights the significance of fostering a strong team culture, especially in a remote work environment. Regular in-person meetings and constant communication are key strategies used to maintain alignment and ensure that the team remains cohesive and motivated.

Notable Quote:

"Culture is really everything. I try to have my whole team in our office because we're all remote... spending two days together."
[25:39] Ashley Rogers

11. Final Thoughts and Product Availability

Concluding the episode, Rogers expresses her excitement over the new Sprinkles CPG products and outlines their availability across major retailers and online platforms. She invites listeners to experience the innovative Cupcake Cups and Chocolate Bars.

Notable Quote:

"Our cupcake cups are in Target. They will be in Walmart come February, March. Our chocolate bars are in Walmart nationwide. And then you can also get them on sprinkleschocolate.com and on Amazon."
[26:11] Ashley Rogers

Conclusion

Marianna Hewitt’s conversation with Ashley Rogers offers a deep dive into the entrepreneurial spirit, the strategic evolution of a beloved brand, and practical insights into scaling a business. Rogers’ journey from launching her own ventures to pioneering Sprinkles CPG exemplifies resilience, innovation, and strategic vision. Aspiring entrepreneurs can draw inspiration from her emphasis on persistence, strategic partnerships, and maintaining a strong company culture.

For those eager to experience the latest from Sprinkles CPG, visit sprinkleschocolate.com or find their products at Target, Walmart, and Amazon.

Listen to the full episode on Life with Marianna to gain more insights and inspiration from Ashley Rogers’ entrepreneurial journey.