Some aisles haven’t changed in decades. Products are stale or missing what shoppers actually want. That’s your opening.
We cover how to spot gaps in stale categories, validate before you scale, and build community in unexpected places.
For founders who are:
Turning a niche obsession into a product with broader appeal
Cracking retail without prior food and beverage experience
Building brand momentum through community and in-person events
1. Spot the gap in categories
The best opportunities hide in plain sight: crowded aisles that feel outdated, or consumers improvising with DIY hacks. Here are some good places to start:
Have I identified a category that looks full but feels stale?
Where are customers improvising instead of purchasing?
Could a simple format or flavor update make the whole category feel new again?
What to do: Look for fridge and pantry hacks. If consumers are making their own fixes, they’re waiting for a product.
2. Validate before you scale
Assumptions aren’t enough. Before going straight to product, collect consumer feedback, data, and validate whether you’re solving a real problem.
Have I run surveys before committing to production?
Did I test my product directly against what’s on the market?
Have I gathered feedback from people outside my immediate network?
Did I test multiple formats, flavors, or price points before locking in?
What to try: Treat validation as momentum. Once you see the signal — surveys, taste tests, or scrappy sales — move forward.
3. Your first sale doesn’t need perfection
Momentum beats polish. Buyers care about a product they can try, a story they can remember, and an offering for their customers — not your 78-page deck. Here’s a sales prep checklist:
Can I walk into a shop or event and sell with just product in hand?
Is my story clear, short, and memorable without perfect branding?
Do I have a simple sell sheet or pricing one-pager to leave behind?
Am I starting with approachable accounts (independents, pop-ups, markets) before chasing chains?
What to do: Treat every early sale as proof of demand, not just revenue. It’s the small, scrappy wins that build confidence and momentum.
4. Build community in unexpected places
Treat community activations as social moments, not sales calls. Surprise people where they don’t expect you, give them something to talk about, and turn discovery into loyalty. Here are a few things to keep in mind:
Am I showing up in unexpected places (pop-ups, art nights, local events)?
Do my activations educate and entertain, giving people a reason to engage?
Am I partnering with communities or venues that align with my brand values?
Do I offer something memorable to take away (samples, recipes, stories, merch)?
Am I capturing feedback or emails/social follows to keep the connection alive?
Checklist: Is your product retail-ready?
Does your product solve a real daily problem, not just a niche one?
Can you explain it in one sentence?
Have you validated demand with real consumer data?
Could you confidently sell to a buyer with just product in hand?
Have you invested in building community and education, not just ads?
Have you expanded your idea beyond a personal obsession into a broader category?
Bottom line: An obsession can open the door. But proof of demand and community momentum will turn it into a category.
Know someone trying to get their food brand off the ground? Do them (and us!) a favor and pass along this playbook.
