Originally aired in May 2025. Re-released because the lessons are just as relevant today.

Some podcast conversations are worth revisiting, and this is one of them.

When this episode first aired, Candace Wu, co-founder of Wonder Monday, shared how she disrupted the traditional cheesecake category with a high-protein, low-sugar, gluten-free dessert and the strategy behind getting onto retail shelves.

Since then, Wonder Monday has continued its impressive retail expansion, adding even more grocery partners, including launches in Wegmans and, most recently, H-E-B, one of Candace's dream retail accounts.

In this episode, you'll learn:
• How Wonder Monday validated demand before entering retail
• Why strategic retail expansion beats rapid expansion
• What buyers look for when evaluating emerging brands
• How to build consumer loyalty that drives repeat purchases
• Why product-market fit matters more than relying on promotions
• The importance of choosing manufacturing partners that can scale with your business

Whether you're pitching your first retailer or planning your next expansion, Candace shares practical insights every product founder can apply.

Connect with Wonder Monday:
Website: https://wondermonday.com
Instagram: @wondermonday

Enjoy the episode, and don't forget to follow Shelf Talks for more conversations with female founders building brands that are making their way onto retail shelves.

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