217. How to Use Airlines & Sampling to Build a CPG Brand With Charlie Knight, Mr Lee's Noodles

217. Struggling to justify a premium price at retail? If shoppers don't know your brand, they won't trade up—and you'll lose shelf space fast. In this episode, I sit down with Charlie from Mr. Lee's to unpack creative global go-to-market strategies that emerging CPG brands overlook. We discuss how to use airlines, universities, vending, sampling, and foodservice as "paid discovery" to build brand awareness before relying on retail velocity. We also dive into how to defend a higher price point, leverage your founder story, educate buyers, and build a loyal tribe that follows your brand across channels. If you want to grow distribution without racing to the bottom on price, this episode will challenge your thinking and expand your runway. Listen to related episodes on trade marketing, customer journey, and retail execution to go deeper. Get instant access on the show webpage: RetailSolved.com/session217