CPG’s Plot Twist: Old Ingredients, New Money

From beef tallow fries to real sugar gummies and olive oil potato chips, the hottest brands in CPG are winning — and raising serious money — by reimagining old-school ingredients for modern consumers. The hosts unpack why investors are pouring millions into “back-to-basics” brands, including frozen fry startup Jesse & Ben’s. We also meet with Better Sour co-founders Bella Hughes and Semira Nikou to discuss the brand’s new gummy line and upcoming launch at Whole Foods. Show notes: 0:20: Sour, Sugar, Success. Bolt HQ. Taste Awareness. Where’s The Beef? Olive Fry. Smart Bevs & Bars. – The hosts preview the episode’s interview with Better Sour co-founders Bella Hughes and Semira Nikou and sample products from the brand’s new real sugar line of gummies. They also recap Taste Radio’s lively meetup in Austin, held at Nutrabolt headquarters and discuss how emerging food and beverage brands can build awareness at BevNET Live via sampling opportunities at the event. The discussion turns to frozen fry brand Jesse & Ben’s, which recently raised a $10 million Series A round by differentiating itself through avocado oil and beef tallow preparation, elevated branding, and premium positioning. The team debated whether consumers are increasingly willing to pay more for upgraded versions of everyday staples, citing the success of brands like Graza, whose expansion into olive oil potato chips was praised as another example of innovative branding transforming a familiar category. The episode wrapped with rapid-fire product tastings and commentary on emerging functional beverage and snack trends, including nootropic drinks, tingling non-alcoholic beverages, and clean-label snack bars. 32:18: Interview: Bella Hughes & Semira Nikou, Co-Founders, Better Sour – Bella and Semira discuss the launch of their new line of real sugar gummies debuting exclusively at Whole Foods Market this summer. The entrepreneurs discuss how the brand extension moves Better Sour beyond its original low-sugar offerings while maintaining its focus on bold flavor, plant-based ingredients, and “foodie”-driven candy innovation. Brands in this episode: Better Sour, Poppi, Bachan’s, Siete, New Barn Organics, Jesse & Ben’s, Ore-Ira, Alexia, Graza, Brightland, Rind, Aura Bora, Neautonic, Disco Fizz, Caddy Snacks, Sour Patch Kids