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Vol. 127 - NO. 39

Blog Startup CPG

SINCE 2019

Meet the 2024 Startup CPG Shelfie Award Winners

Drum roll please…announcing the 2024 Shelfie Award WINNERS!

After sampling over 1,500 products, our 4th annual Shelfies Awards were our most competitive yet. Our judges worked tirelessly to select the 32 winners, and some categories were so competitive that we had to choose two winners. We are continuously amazed by all of the innovation in this community, and we are so grateful to all of the amazing brands who applied.

Now, let’s meet the winners!

Supplements

Microjoy — Hibernate Gummies

Microjoy makes functional mushroom gummies, so you can feel how you want to feel. Microjoy helps lift the fog through uncomplicated remedies that address specific challenges, designed to be effective, quickly. They exist to unveil a more calm, well-rested, resilient you. The Hibernate Gummies are crafted with calming and hormone balancing Reishi mushrooms, sleep-inducing L-Tryptophan, and relaxing L-Theanine — your refreshed brain will thank you.

Skincare

RĒJINS — All-Encompassing Serum

RĒJINS is a luxury well-aging skincare brand for all shades of beauty. Infused with nutrient-rich botanicals and peptides, their multitasking All-Encompassing Serum helps to hydrate skin, improve the appearance of fine lines and wrinkles and even out skin tone. Designed to optimize your well-aging ritual in one formula. 

Hygiene

Bim Bam Boo — Bamboo Toilet Paper

Bim Bam Boo is on a mission to wipe away deforestation with sustainable bamboo paper products. The climate crisis shouldn’t be a bummer — they want to make cleaning fabulously fun.

Bodycare

ProtégerDermal Sérum

Eco-luxury skincare designed for every inch of your skin. Their featherweight face and body serum delivers the same powerful results of prestige facial serums from your face down to your feet. Breathable and non-greasy, this custom formula evens tone, improves texture and leaves the skin radiant, bouncy, and fortified, with a smooth satin finish.

Haircare

SWAIR — Showerless Shampoo

SWAIR creates time-saving haircare for people who workout. Their Showerless Shampoo™ is a game-changing dry shampoo alternative that cleans your hair without suds, rinsing, or residue.

Parrotfish — Argan oil shampoo bar

Parrotfish specializes in sustainable personal care, with a product line encompassing plastic-free, palm-oil-free shampoo bars, conditioner bars, soap bars, and shower steamers. Its attractive packaging and performance-driven products appeal to the growing eco-conscious consumers seeking sustainable alternatives without compromising quality, style, or performance. Their moisturizing argan oil shampoo bar comes with notes of bamboo, pine and peppercorn.

Sauces

Eat Happy Kitchen — Puttanesca

Eat Happy Kitchen is a premium natural food company created with the foundational mission of making foods with the highest quality ingredients that are always organically sourced, gluten-free, grain-free, and filler-free with no sugar added. Simmered for hours in small batch kettles using the finest ingredients, this hearty red sauce starts with a deep level of savory and ends with a hint of spice to keep you diving in for another bite. With the addition of olives, capers, onions, oregano, and red pepper flakes, this Puttanesca sauce is a perfect anytime gravy.

Condiments

Pink Salt — Nam Prik Pao (Thai Roasted Chili Jam)

Pink Salt is a modern Thai dinner series and sauce goods company. Nam Prik Pao by Pink Salt is a complex yet balanced sauce that is spicy, sweet, tangy, and umami. Nam Prik Pao is a ready to eat condiment and key ingredient in Thai dishes like Tom Yum and Pad Thai. Packed with caramelized shallots and garlic (that’s what makes this so jammy), its the perfect starter for pastas, stirfries, dressings, and marinades.

Hot Sauce & Chili Oils

Hot N Saucy — Black Garlic N Peri Peri

Hot N Saucy is a vegetable-based, vegan hot sauce brand aimed at bringing you flavor before heat. They want to change how you think about hot sauce and more importantly how you eat it. Their Black Garlic N Peri Peri sauce is the perfect blend of robust, bold umami, black garlic and West African Peri Peri peppers.

Seasoning

PODI Life — Crunchy Peanut

PODI life is committed to bringing the best South Indian pantry staples to culinarily-curious American tables.  Their signature seasonings are made of roasted lentils, nuts, herbs and spices, that can turn any food into a flavorful dish with just a sprinkle. In their Crunchy Peanut blend, the sweet and savory flavor of roasted peanuts is balanced with the sharpness of garlic and a spicy kick from red chillies.

Oils & Vinegars

Heraclea  — Garlic Infused Olive Oil

Heraclea is on a mission to bring the beauty and bounty of Turkey to American kitchens in the purest form possible. Their premium, single-estate extra virgin olive oils are rich in flavor and tradition. Their Garlic Infused Olive Oil, made from select Memecik olives and vibrant garlic, is a culinary staple. Cold-pressed within four hours from their family estate, this PDO certified oil brings a robust flavor that enriches any recipe.

Kids

Sunnie — Flatbread Pizza Dipper

Sunnie makes clean ingredient snacks for the modern family on the go. Their products give you all the nostalgia of snacktime but none of the junk. Sunnie’s Flatbread Pizza Dipper pairs delicious zucchini parm sauce and organic mozzarella with their gluten-free cassava-flaxseed cracker. Crunchy, savory, balanced and made with nothing but the good stuff.

Bevs with Benefits

Bear Maple — Yuzu Citrus

Bear Maple’s mission is to craft innovative, functional beverages that help nourish both the body and mind while fostering a sustainable future for the planet. Its functional sparkling ginseng beverages are crafted with high-quality ginseng, naturally sweetened with maple water, and are caffeine free. Their Yuzu Citrus flavor offers hints of citrus and floral from yuzu paired with the earthy balance of ginseng and maple.

Non-Alcoholic

Abstinence Spirits — Lemon Aperitivo Spritz

Abstinence Spirits makes delicious non-alcoholic spirits & aperitifs from South Africa’s floral kingdom. Their Lemon Aperitivo Spritz is a vibrant, citrus forward Aperitif that is enhanced with club soda and a tiny dash of tonic. There’s a dominant lemon and blackcurrant (South African buchu) backbone, supported by an infusion of natural botanicals and a faint bitterness from the aloe and quinine. Simply chill and pour over ice, and garnish with a slice of lemon.

Alcohol & Mixers

Neat Beverages — Cucumber Lime Mint

Neat Beverages is an alcohol beverage brand that delivers the authentic Asian American drinking experience with a modernized take. Neat is 13.2% abv, gluten-free, vegan-friendly, and made with real fruit and no artificial ingredients. Their Cucumber Lime Mint is crisp, clean, and refreshing — a mojito’s cooler cousin.

Coffee & Tea

The Chai Box — Chai Concentrate

The Chai Box, founded by Monica Sunny in Atlanta, Georgia, is a small-batch woman-owned (WBENC-certified) Chai company bringing the traditional craft of chai making to everyone’s home. The Chai Box sources single-origin spices from family-owned farms in India and has a focus on sustainability such as composting their Chai production. The Chai Box provides premium Chai concentrate and loose-leaf tea blends that honors their culture and heritage.

CBD/THC

Plift — Crisp Ginger

High on taste. Low on calories. Plift is a delicious hemp-infused beverage for any occasion — social, solo, and anywhere in between. Plift’s Crisp Ginger flavor is inspired by the classic cocktail, the Moscow Mule. Each can is perfectly dosed™ with 4mg of Delta-9, so this sessional drink is sure to delight and help you unwind.

Pet Care

Bundle x Joy — Wild Caught Salmon & Veggies Superfood Stew

Bundle x Joy is female-founded, purpose-driven, and on a mission to deliver convenience, curation and community to every pet person. They’re not here to fit in, but to create a space where everyone is welcome. Their superfood stews come in three flavors — chicken, beef, and salmon — and are free of fillers, by-products, artificial flavors, preservatives, corn, wheat, soy, and other bad-for-your-pup ingredients. Each stew includes omega fatty acids to promote healthy skin and coat and nutrient-rich bone broth for gut-friendly hydration. They are also made in the USA with human grade ingredients in a human grade facility.

Savory Snacks

S’Noods — Rigatoni Basil Pomodoro

S’NOODS is the first chef-driven, globally-inspired noodle chip that embraces the culture of noodles around the world through its flavor profiles, community, and nostalgic brand voice, while keeping sustainability and nutrition in mind. Their Rigatoni Basil Pomodoro brings to mind your Nonna’s kitchen, 8 hours into her Sunday sauce. Taste the love, rich roasted tomatoes, and buttery parmesan pop alongside bright oregano and basil.

Sweet Snacks

Austin Pretzel Co. — Lonestar Original

Austin Pretzel Co’s mission is simple: to deliver snacks that delight. They’re not just about making pretzels; they’re about crafting moments of pure enjoyment. Their Lonestar Original Pretzels are the ultimate snack with a Texan flair. Crunchy pretzels, the perfect size for snacking, are coated in a heavenly layer of rich butter toffee. It’s a taste that’ll transport you straight to the heart of Texas.

Booskies — Chocolate Chip Cookie

At Booskies Cookies, their mission is to spread love and tasty, vegan, gluten-free treats, one cookie at a time. All of their products are vegan, dairy-free, gluten-free, and preservative-free. Their chocolate-chip cookie is chocolate chip-loaded, decadent, and tender — like a cookie time-traveled from the good ol’ days, except healthier.

Healthy Snack

Drybox — Dried Turkish Figs

The drybox mission is to create snacks that are delicious, healthy, and clear of conscience. Their dried turkish figs are organically grown and packaged at the source to seal in that soft fig feel and flavor. Turkish figs are known for the honeyed flavor and supple soft skin that gets perfectly chewy when dried making them the perfect convenient healthy snack.

Dips, Spreads, and Nut Butters

Rooted Fare — Crunchy Black Sesame Butter

Rooted Fare makes fun and modern Chinese American spreads. Their Crunchy Black Sesame Butter is a twist on the filling commonly found in the center of 汤圆 (tang yuan), the founder’s favorite childhood dessert that’s eaten with family to symbolize togetherness on Chinese New Year. Made with black sesame seeds and peanuts, a touch of sugar, and addicting crunchy bits, it’s a delicious, slightly sweet addition to anything from toast or oatmeal for breakfast, sliced apples as a midday treat, or drizzled onto vanilla ice cream to celebrate any occasion.

Baking Mix

Fire Baked Cookies — Chocolate Chip Cookie Mix

Fire Baked Cookies is on a mission to craft exceptional cookie mixes while supporting injured first responders with each purchase. Their Chocolate Chip Cookie Mix is your answer to turning your oven into a cookie-making wizard. In a world obsessed with thick and crunchy bakery style cookies, their mix eliminates the need for guesswork, ensuring you can whip up a batch of warm, gooey cookies in the comfort of your own kitchen.

Candy

Whims — Peanut Butter Cups

Whims is on a mission to recreate nostalgic chocolates into better for you, low sugar treats that taste delicious. Where health meets happiness, without the sacrifice. Their Peanut Butter cup is everything you love about the original, except they ditched the dairy and dialed back the sugar. Made with a delicious oat milk chocolate, it will satisfy your every whim.

Frozen Food

Pi00a —Miso Eggplant Pizza

Pi00a is a Deaf & CODA family-owned business that makes frozen asian inspired neapolitan pizzas and spicy chili crunch. Their Miso Eggplant pizza is topped with roasted eggplant, miso, sesame, and leek.

Sobo Foods — Curry & Potato Dumplings

Sobo Foods is on a mission to reimagine the flavors of their Asian American childhoods using 100% plant-based, veggie-packed recipes that their families would be proud of. Up first? The dumpling. Inspired by Japanese golden curry, their Curry & Potato Dumpling is packed with potatoes, carrots, peas, Japanese curry powder and other warming spices.

Frozen Sweets

BAKR — S’Mores Cookie Dough

At BAKR, they believe a cookie can change the world. A great cookie made with great ingredients can bring such joy and if we can share that experience with others, the world can be just a little bit better. Their S’mores Cookie Dough takes everything you love about a S’mores and puts it in cookie form with blended graham cracker dough packed with mini marshmallows and chocolate chunks. In short, it’s like having a S’mores that you can pop right into the oven, ready in just 15 minutes.

TruJoy — Madagascar Vanilla Bean

TruJoy Yogurt – Frozen Greek Yogurt – is made with simple, living, and timeless ingredients that will fuel you to live your best life. They take protein and probiotic rich greek yogurt and blend it with cream, cane sugar and plant based stabilizers to make our Frozen Greek Yogurt. They use only fruit and other natural flavors and extracts to create a treat that is truly nutritious and delicious. Their Madagascar Vanilla Bean folds rich Madagascar bourbon vanilla into their frozen Greek Yogurt for a deeply rich and creamy treat that nourishes while you eat.

Plant-based alternatives

RIND by Dina & Joshua — Cambleu

RIND is a highly innovative vegan cheese maker. Their Cambleu is a pairing of bleu and camembert.  A bloomy, edible white camembert and intense bleu mold rind encases a smooth, buttery body. Bleu (sometimes appearing green or black) veins may appear, creating piquancy in this sharp, rich and umami soft-ripened cheese.

Pre-made meals & soups

18 Chestnuts — Tuscan Tomato Soup

18 Chestnuts crafts nourishing plant-based soups to inspire healthier living. They blend wholesome ingredients with care, promoting wellness in every spoonful. Their mission is to enrich lives through delicious, sustainable choices, fostering a healthier, happier community. Their warming tomato soup is robustly flavorful with a silky-smooth profile. With every spoonful, you’ll taste sun-ripened vine tomatoes, fire-roasted sweet red peppers, and a hint of bright, fresh basil.

Breakfast

Bake Me Healthy — Oatmeal Pancake & Waffle Mix

Bake Me Healthy’s mission is to empower anyone to indulge without compromising health, taste, or the planet. Their versatile, protein-packed pancake mix with a whopping 8 grams of protein is made with Top 9 allergen-free ingredients and upcycled sunflower protein flour for naturally sweet, fluffy pancakes or crisp waffles.

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