Episode Summary: The CPG Guys – "ABC's of a Startup Brand Launch with Doughlicious Founder Kathryn Bricken"

Introduction

In this episode of The CPG Guys, hosts Peter V.S. Bond and Sri Rajagopalan engage in an insightful conversation with Kathryn Bricken, the founder and CEO of Doughlicious. Celebrating Women's Month, the episode delves into Kathryn’s journey of building a successful startup brand in the competitive CPG and FMCG eCommerce landscape.

Background and Origin of Doughlicious

Kathryn Bricken shares her passion for food and the inspiration behind Doughlicious. Starting as a hobby in London, Kathryn's dedication to creating healthier yet indulgent cookie dough products led to the birth of her brand.

“I found it delicious in 2017 because I'm obsessed with food, love food and wanted something that I could snack on all the time but that was made with better ingredients.”
— Kathryn Bricken [04:20]

Product Portfolio

Doughlicious offers a diverse range of products, all centered around high-quality, gluten-free, and vegan ingredients. Kathryn highlights their unique flavors and innovative products, including ready-to-bake cookies, gelato bites, and ambient cookies designed for on-the-go snacking.

“Our gelato bites are about 100 calories. The uniqueness of our flavors, I don't think there's anything like it where somebody is wrapping cookie dough around gelato…”
— Kathryn Bricken [17:15]

Scaling and Distribution

Expanding from the UK to international markets, Doughlicious secured partnerships with major retailers like Whole Foods and Target in the United States. Kathryn discusses the strategic moves that enabled this growth and the importance of exclusivity agreements in the early stages.

“We are now in 1600 stores of Target and we're also in Harris Teeter launching in Albertsons Fresh Direct and a lot of other different retailers throughout different states.”
— Kathryn Bricken [15:14]

Differentiation from Competitors

Doughlicious distinguishes itself through meticulous ingredient selection, innovative flavors, and a commitment to sustainability. Kathryn emphasizes the brand's dedication to quality and inclusivity, catering to various dietary preferences without compromising on taste.

“The attention to detail in the ingredients makes us different. All of our gelato bites are about 100 calories... We have something for everyone.”
— Kathryn Bricken [17:15]

Renewable Energy and Sustainability

A standout feature of Doughlicious is its commitment to sustainability. The factory operates entirely on renewable electricity sourced from wind farms, underscoring the brand’s dedication to environmentally friendly practices.

“We pay extra. So we get all of our electricity from wind farms.”
— Kathryn Bricken [18:56]

Pricing Strategy

Doughlicious strategically positions its products across different retail platforms, with price points varying based on the store. Kathryn explains the rationale behind their pricing in Target versus Whole Foods, balancing accessibility with premium quality.

“Our price point in Target is $5.99. And in Whole Foods, it's $6.99.”
— Kathryn Bricken [21:01]

Marketing and Overcoming Challenges

Competing against established brands with substantial marketing budgets, Doughlicious employs scrappy and innovative marketing strategies. Collaborations with giants like PepsiCo and leveraging influencer partnerships have been pivotal in gaining market traction.

“We just came out of a collab in the UK with PepsiCo... It brought us a lot of different attention.”
— Kathryn Bricken [21:55]

Startup Challenges

Kathryn candidly discusses the daily challenges of running a startup, from maintaining a positive company culture to managing the complexities of distributing frozen products. She highlights the importance of efficiency and adaptability in achieving profitability.

“Keeping people happy. The culture, the culture positive because you have to be a boss, you have to get things done.”
— Kathryn Bricken [24:32]

Family Support

Balancing entrepreneurship with motherhood, Kathryn acknowledges the unwavering support from her children. Their involvement and discerning taste buds provide both personal and professional encouragement in her business endeavors.

“My children are super supportive of Doughlicious... They love to eat Doughlicious and they are very discerning about the flavors.”
— Kathryn Bricken [26:29]

Mentorship and Support Networks

Emphasizing the importance of mentorship, Kathryn shares her experience with the Women Built collective. This network of over 300 women offers invaluable advice and support, helping her navigate the complexities of fundraising, marketing, and scaling her business.

“When you put something on that chat, I have about 300 women that see my question and answer me.”
— Kathryn Bricken [32:53]

Trend: Entertainment in Food

Looking forward, Kathryn identifies "entertainment" as a key trend in the food industry. She envisions food that excites and engages consumers, sparking conversations and enhancing the overall eating experience.

“You want food that excites that you can talk about that... can bring on conversation, it can bring on excitement.”
— Kathryn Bricken [37:38]

Conclusion

Peter and Sri wrap up the episode by commending Kathryn for her entrepreneurial spirit and innovative approach to the CPG market. They encourage listeners to follow her journey as Doughlicious continues to grow and inspire.

“Thank you so much for coming on the CPG Guys. We love this.”
— Peter V.S. Bond [41:11]

Key Takeaways

• Innovation and Quality: Doughlicious thrives on creating high-quality, unique products that cater to diverse dietary needs without sacrificing taste.

• Sustainability: Commitment to renewable energy sets Doughlicious apart in the competitive market.

• Strategic Scaling: Thoughtful expansion into major retail chains like Whole Foods and Target has been crucial for Doughlicious’s growth.

• Community and Mentorship: Active participation in support networks like Women Built provides essential guidance and fosters collaboration.

• Future Trends: Embracing the concept of "entertainment" in food can lead to more engaging and memorable consumer experiences.

Notable Quotes

• Kathryn Bricken [05:30]: “I started setting up a little shop in her art gallery, and I would send out an email and people would come and get their dough and they would bake it.”

• Kathryn Bricken [10:42]: “We are always looking for ways that we like our traditional, but then we also like something a little more interesting for the customer.”

• Peter V.S. Bond [19:05]: “Let me take a second to applaud you first for understanding and recognizing the importance of doing this... you're commanding a premium because the quality of what you put out is good enough.”

• Kathryn Bricken [32:53]: “I have about 300 women that see my question and answer me. And so I get all these great opinions.”

Final Thoughts

This episode serves as an inspiring blueprint for aspiring entrepreneurs, particularly women, demonstrating how passion, quality, and strategic planning can carve a niche in the competitive CPG landscape. Kathryn Bricken’s story with Doughlicious underscores the importance of innovation, sustainability, and community support in building a successful brand.