Investing Early in Siete, Poppi, and Bachan's | Adam Spriggs & Chris Robb, The Angel Group

On this episode, we’re joined by Chris Robb and Adam Spriggs, the duo behind The Angel Group - one of the most influential early-stage investment communities in CPG - and Supernatural Ventures.Between them, they’ve backed breakout brands like Siete, Poppi, Bachan’s, Garage Beer, and Painterland Sisters. They’ve built a reputation for spotting winning founders long before the rest of the industry takes notice.Chris and Adam unpack what they’re seeing across today’s early-stage CPG landscape - from what categories they’re most intrigued by, to how they evaluate founders, products, and data when there’s very little of it to go on. They share their frameworks for diligence, talk through the stories behind some of their flagship investments, and outline what truly differentiated brands have in common.—---------------Episode Highlights:💸 How The Angel Group and Supernatural Ventures identify breakout brands early🥇 The story behind their investments in Siete, Poppi, and Bachan’s📊 How founders get forecasting wrong, and how to fix it🚀 Why speed is becoming the new differentiator in CPG📦 The importance of merchandising and store-level excellence🧠 What truly makes a brand “differentiated” in 2025📋 How to brief an agency the right way💬 The biggest fundraising mistakes founders make—---------------Table of Contents:00:42:14 - The Angel Group overview03:14:02 - Supernatural Ventures overview06:06:12 - The early stage CPG landscape today09:34:04 - Overhyped and underhyped categories13:07:24 - Investment philosophy and eval process20:52:21 - Forecasting, how founders get it wrong23:10:20 - How and why they invested in Siete so early25:12:22 - How and why they invested in Poppi so early27:11:01 - How and why they invested in Bachan’s so early30:47:20 - Founders, green and red flags34:30:08 - Will they make a bet on a founder new to CPG37:50:07 - What a truly differentiated brand looks like39:42:24 - Speed is now going to be the big differentiator40:11:28 - Don’t let the copacker dictate your product42:58:09 - What a good agency brief looks like44:49:24 - The importance of merchandising47:50:02 - Chris’ best advice for founders48:42:27 - A good fundraising process, how to screw it up50:44:28 - The biggest mistake founders make with fundraising51:43:17 - Why Chris likes fundraising—---------------Links:The Angel Group - https://www.wearetheangelgroup.comSupernatural Ventures - https://www.supernatural.venturesFollow Adam Spriggs on LinkedIn - https://www.linkedin.com/in/adam-spriggs-69a91b53/ Follow Chris Robb on LinkedIn - https://www.linkedin.com/in/chris-robb-9a522931/ Follow me on LinkedIn - https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out https://www.kitprint.co/  Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.