Founder Feature: Bone Broth Tomato Sauce and a New Twist on a Family Recipe- Liana Krasnow, Noodo

In this founder feature, host Caitlin Bricker sits down with Liana Krasnow, founder of Noodo — a tomato sauce made with grass fed bone broth that's carving out real white space in one of the most crowded shelves in grocery. The pasta sauce category is saturated. Everyone knows it. But Liana Krasnow saw something others missed: no one was using whole food ingredients like bone broth to boost flavor and nutrition. Inspired by her grandparents' Connecticut garden and her grandmother's Sunday sauce simmered with meatballs for hours, Liana swapped the wine for bone broth and built a brand that retailers are already placing in two aisles. She tasted 80 sauces in R&D, navigated label bubbling from high-heat filling, surveyed consumers before ever pitching retail, and landed four accounts from a last-minute Expo West booth — with a team of three. Connect with the guest: Liana Krasnow – Founder, Noodo LinkedIn:   / lianakrasnow   Instagram:   / eatnoodo   Website: https://www.eatnudo.com Caitlin Bricker — Managing Editor, Startup CPG 🔗 LinkedIn:   / caitlinbricker   Key Moments: 00:00 – Intro: The bone broth ingredient swap hiding in plain sight 00:49 – Meet Liana Krasnow: family recipe roots and leaving pharmaceutical advertising 03:00 – The origin of Noodo — from Connecticut garden to CPG brand 04:35 – Why bone broth over everything else they tested in R&D 06:00 – Tasting 80 sauces and keeping the process entirely in-house 08:28 – Smooth vs. chunky: the texture strategy and why chunky is a harder sell 10:46 – Retailer reception and the dual-aisle placement opportunity 12:13 – The tomato window label design and the bubbling challenge 14:54 – The 8 oz single-serve jar and why retailers haven't bitten yet 17:50 – Why Noodo skipped DTC: 89% of consumers buy sauce in store 19:06 – Natural vs. conventional retail strategy 24:02 – Advice for founders: dot your i's, cross your t's, know your COGs 25:04 – Landing four accounts from a last-minute Expo West corner booth About Startup CPG: Startup CPG is the largest community for emerging brands: 30,000+ Slack members, the #1 podcast in CPG, 100+ events per year, and award-winning resources to help brands grow. Join free today: https://startupcpg.com/sign-up Stay connected: 📸 Instagram:   / startupcpg   🔗 LinkedIn:   / startupcpg   If you enjoyed this episode, like, subscribe, and leave a 5-star review on Apple Podcasts or Spotify! #StartupCPG #CPGPodcast #Noodo #FounderFeature #TomatoSauce #BoneBroth #CPGFounders #EmergingBrands #NaturalFood #PantryStaples #CleanLabel #FoodInnovation #RetailStrategy #GroceryBrands #FoodEntrepreneur #WomenFounders