#91 The Go-To-Market Strategy To Launch a New Product Category

What do you do when your brand name feels like a barrier to growth? In today’s episode, I sit down with Tamar Panossian, the visionary behind 57 Végane, to discuss her bold decision to launch Oudélic.Instead of a simple rebrand, Tamar is tackling the "Great Vegan Reset of 2026" head-on by moving away from ultra-processed "faux meats" and introducing a clean, high-protein, plant-based staple designed for everyone. In this episode, we cover:The Pivot from 57 Végane to Oudélic: Why Tamar decided to keep her original brand while launching a second one to reach a broader, non-vegan audience.The "Great Vegan Reset" of 2026: Understanding the massive consumer shift toward transparency, clean labels, and recognizable ingredients.Scaling via Co-Packing: The emotional and operational challenge of "letting go of your baby" to move production to a large-scale facility.CPG Logistics & Family Business: The reality of managing delivery, rising costs, and working alongside parents in a growing startup.The #1 Advice for CPG Founders: Why you should stop using your personal cash and start looking for grants and networking within your industry.⚡️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/scalepartnerWebsite: https://57vegane.com/ 57 Végane on Instagram: https://www.instagram.com/57vegane/Oudélic on Instagram: https://www.instagram.com/oudelic_officiel/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters: 0:00 – Introduction: The Evolution of an Entrepreneur 2:15 – Why a new brand? Introducing Oudélic 4:45 – Navigating the "Great Vegan Reset": Clean vs. Ultra-Processed 8:10 – The Science of TVP: Pea protein and fava bean concentrates 12:30 – From the freezer to the fridge: Why placement in the "Fresh Aisle" matters 16:45 – Scaling up: Moving to a co-packer and simplifying recipes 21:20 – The reality of running a family business in 2026 25:10 – Essential advice for CPG founders: Grants and Networking