Leaving One Rocket Ship To Build Another - Shannon Race on Vital Proteins, CAVU, and Bio.me

She was employee #10 at Vital Proteins. When she left, the brand was closing in on $400M in sales and had just landed Jennifer Aniston as a spokesperson. In this episode, Shannon Race takes us behind the scenes of one of the most remarkable brand stories in the supplement industry. From the early days when collagen was too taboo for media to touch, to a nine-figure acquisition by Nestle Health Sciences. Then she unpacks what came next: working inside CAVU's venture fund, advising the brands that would go on to define the next era of CPG, and ultimately making the leap to founder herself with Bio.me - a fiber supplement brand built on the premise that one of the most essential nutrients in the human diet has been catastrophically misunderstood. Shannon breaks down: • How Vital Proteins cracked mainstream media in a category nobody wanted to cover • The Jennifer Aniston story - from a pin-drop moment on Day 1 to a landmark brand deal • What she saw inside CAVU's portfolio (including early Poppi) that shaped her approach to brand building • Why fiber is the next category ripe for disruption and what Metamucil got wrong for 100 years • How Bio.me landed in Sprouts, Whole Foods, Walmart, and Target within three years • Her honest take on AI, Claude, and where founders should draw the line • This is a masterclass in category creation, brand education, and knowing when to bet on yourself. Connect with Shannon Race:   / shannon-race-66138351   Connect with Bio.me:   / bio-me-llc   Visit Bio.me Website: https://bio.me Connect with Connor Macpherson:   / connor-retail   Connect with Luke Anthony:   / luke-anthony-%f0%9f%8d%b5-394052131   Powered by Plus Forty: http://plusforty.co/ Book a call with Plus Forty: https://calendly.com/d/cr89-stz-hcy/s...