#85 Scaling Your CPG Brand: How Innovation Helps You Position Yourself in the Market

How do you take a "fun" idea from a home kitchen to retail shelves across the country?In this episode, I’m joined by Jenny Yu, co-founder of Ohme Foods, a Vancouver-based brand revolutionizing the healthy snack space with freeze-dried innovation. Jenny shares the raw, behind-the-scenes story of how she and her husband pivoted their brand name, bootstrapped their growth while working full-time jobs, and navigated the steep learning curve of retail expansion.If you are a product founder wondering how to balance "on-trend" innovation with the strict financial realities of CPG, this conversation is a masterclass in resilience and strategic agility.The "Accidental" Business: How a New Year’s resolution and a message from a local cafe turned a weekend hobby into a wholesale brand.The Rebranding Mistake: Why Jenny changed her company name from "Oatme" to "Ohme" and the importance of avoiding confusing brand names for retail success.Bootstrapping Strategy: Why they chose not to quit their day jobs immediately and how that financial safety net allowed them to reinvest in the brand.The Realities of Retail: Navigating the "hardest part" of business—figuring out pricing, margins, and the cost of goods sold (COGS).Innovation & Trends: How Ohme stays relevant by combining "cool ideas" with massive market trends like protein and probiotics.Don’t forget to SUBSCRIBE for more deep dives into the strategy behind successful product brands.⚡️Join the waitlist to be notified about our monthly workshops ➡️https://learn.rectified.co/2026-workshop-waitlist ⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerOhme’s Website: https://www.ohmefoods.com/Ohme on Instagram: https://www.instagram.com/ohmefoodsFind me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/Chapters: 00:00 Introduction to Omi Foods03:12 The Journey of Health and Wellness06:16 Evolution of Omi Foods09:03 Challenges in the Food Industry12:11 Funding and Financial Strategies15:13 Innovation and Product Development17:20 Creating a Joyful Brand Identity20:18 Omnichannel Marketing Strategies24:36 The Power of Customer Connection27:08 The Benefits of Co-Founding29:09 Personal Growth Through Entrepreneurship