In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Amie Kesler, founder of Carolyn’s Krisps—a rapidly growing, better-for-you snack brand reinventing a cherished family recipe into a modern, dairy-free and gluten-free product line. What began as a nostalgic cheddar crisp made by Amie’s grandmother has evolved into a differentiated portfolio of sweet and savory snacks defined by unique texture, bold flavor profiles, and a strong emphasis on inclusivity and quality.
Amie discusses the early days of the business—from hand-rolling dough and selling through a cubicle sign-up sheet to operating a self-manufactured brand in its fourth commercial facility. She shares how a disciplined, incremental approach to R&D and retail allowed Carolyn’s Krisps to scale without compromising its product integrity or financial fundamentals.
The conversation explores what it means to build a brand with intention: leveraging independent retailers as strategic partners, investing in operational efficiency, navigating pack size and pricing decisions, and planning for regional expansion. Amie also reflects on the importance of maintaining a strong brand identity while introducing innovative formats, including seasonal chocolate bark and nostalgic flavor combinations.
In addition, she provides valuable insights from opening Carolyn’s Krisps’ pop-up snack shop—a curated retail environment featuring other emerging brands. Making the shift from founder to buyer has reshaped her perspective on relationship-building, product presentation, pricing, and communication, offering lessons that are applicable for CPG operators at all stages.
Listen in as they share about:
- The evolution of Carolyn’s Krisps from family recipe to commercial product line
- Developing better-for-you snacks driven by nostalgia, taste, and texture
- Scaling manufacturing responsibly while maintaining product quality
- Leveraging independent retailers and community-driven growth
- Pricing, pack architecture, and trade spend considerations for retail expansion
- Insights gained from operating a pop-up retail space
- Best practices for brand communication, follow-up, and relationship management
- Creating memorable customer experiences through thoughtful details
- Exploring new formats and limited-run innovations
Episode Links:
Website: https://www.carolynskrisps.com/
Instagram: @carolynskrisps
LinkedIn: https://www.linkedin.com/in/ahkesler/
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (30K+ members and growing!)
- Follow @startupcpg
- Visit host Caitlin's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
