The Muffin (Wo)man's Guide to Starting a CPG Business

Last week, I attended a networking event for the food and beverage industry, and let me tell you, it kicked off with some staggering numbers that nearly sent me running for the hills. Over 3,000 consumer packaged goods (CPG) companies launched in the past year, rolling out more than 26,000 new products. But here’s the gut punch: statistically, 85% of them will fail. I grabbed my calculator and did the math. 2,550 of those 3,000 companies that started within the last 52 weeks, are doomed to flop. This industry is brutal. And yes, I had a full-on moment of questioning my life choice to start a CPG business right then and there.

But instead of spiraling, I flipped the script: How do I become one of the 450 that don’t fail? What does it take to build staying power in the wild world of CPG? How do I land in the top 15% of brands that survive? I’ve been diving into podcasts and interviews with CPG founders and industry veterans, and two key lessons keep bubbling up—ideas I’m leaning on hard as I grow my mini muffin business.

Lesson 1: Don’t Go Wide, Go Deep

The first big takeaway? Don’t try to be everywhere when you’re just starting a food brand. In business, overpromising and underdelivering is a death sentence, and in retail, overextending is risky. Back in my consulting days with a scrappy startup, we’d overpromise and hustle to overdeliver—a mindset I’m carrying into this venture. Landing a new retailer feels like a win (and it is!), but if your product sits on the shelf collecting dust, you’re not just wasting space—you’re tarnishing your brand’s reputation. If it’s a dud in your product category, why would they keep you around? And if they stop ordering, good luck getting back in. The smarter play? Once you’re in, focus on crushing it there. Build deep retail relationships, figure out what works, ditch what doesn’t, and succeed in one spot before expanding to other stores. It’s about quality over quantity—a lesson I’m applying as I grow my mini muffin business.

Lesson 2: Keep It Simple: Master One Thing First

The second gem of wisdom is all about product selection: don’t go too wide too fast. Offering 15 products might sound great, but it’s a logistical nightmare. From sourcing ingredients to production, packaging, and shipping, it’s a lot to manage. I make mini muffins, and we’re starting with a couple of flavors. My mantra? Do one thing, and do it well. Especially while I’m still learning the ropes of this CPG game. Sure, dreaming up a bunch of new products sounds fun, but from a business perspective, it’s not smart—not right now, anyway. So, I’m the Muffin (Wo)man, and I’m on a mission to craft the best packaged mini muffins with better-for-you ingredients. It’s a focused approach that allows me to master one product line. 

Why Mini Muffins? A Mission Worth Baking For

Why mini muffins, you ask? Because I believe in healthier baked goods that are fun to eat. My goal is to create packaged treats that taste amazing and use better-for-you ingredients, proving that convenience doesn’t have to mean compromise. This week, I’m putting my muffins where my mouth is with a little celebration: we’re running a sale! Get 10% off all orders, no discount codes needed. Just head to our muffin page to snag this limited-time offer. It’s my way of sharing the journey (and the goodies) with you as I whisk forward in this crazy CPG adventure.

Starting a CPG business isn’t for the faint of heart (those stats still haunt me), but with focus, grit, and a killer mini muffin recipe, I’m determined to beat the odds. Stick with me as I figure out what it takes to thrive in this space, one bite at a time.