In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Hayden Williams, Partner at BrandProject, to explore what pre-launch investors look for in consumer brands—before there's even a product name or revenue. The conversation unpacks the Wonderbelly acquisition by P&G, revealing what drives conviction at the idea stage and how authentic brand building in overlooked categories can lead to strategic exits.
Hayden shares how BrandProject approaches pre-launch investing with 1-3M checks, often becoming the first money in before founders have finalized their company name. He breaks down the Wonderbelly case study: how two brothers reimagining gut health with clean-label antacids went from "Ginger Health" and "Aunt Acid" to a P&G acquisition in just over four years. Drawing from this portfolio success, Hayden reveals the three pillars of pre-launch conviction—founder-market fit, compelling problem-solution, and timely category opportunity—and explains why bringing humor and levity to unsexy, stigmatized categories creates authentic consumer trust that strategics can't easily replicate.
Throughout the episode, listeners gain practical insights on crafting pre-launch fundraising narratives, understanding what "right time to build" actually means, and why explicit customer personas drive everything from packaging to retail execution. Hayden discusses the investor-founder working relationship post-check, why fundraising remains challenging even with strong traction, and what makes brands attractive acquisition targets beyond distribution. Whether you're raising pre-launch, building in an overlooked category, or curious how early investors evaluate ideas before traction exists, this conversation offers a transparent look at pre-revenue investing and strategic exits.
Listen in as they discuss:
- How BrandProject invests pre-launch with 1-3M checks before product names exist
- The Wonderbelly story: from idea stage to P&G acquisition in 4+ years
- Three pillars of pre-launch conviction: founder-market fit, problem-solution, category timing
- Why Lucas's personal digestive health struggles created authentic founder-market fit
- Identifying ripe categories: gut health aisle frozen in time with 100-year-old brands
- Pre-launch diligence focus: evaluating team and market without product or revenue
- The importance of explicit customer personas in driving packaging and retail strategy
- DTC launch validation and the transition to retail with exclusive Target launch
- Post-investment working relationship: monthly calls and perspective sharing
- Why fundraising remained challenging despite hitting successive milestones
- Consumer psychology and brand world-building: choosing fun over traditional positioning
- What strategics look for: authentic consumer trust and master brand potential
- The value of levity and humor in destigmatizing unsexy categories
- Critical founder traits: grit, perseverance, and not taking yourself too seriously
- What excites Hayden next: clean medicine in overlooked aisles and defensible IP
- Advice for aspiring investors: build operating experience and send great deal flow
Episode Links:
BrandProject
Website: https://www.brandproject.com
LinkedIn: https://www.linkedin.com/company/brandproject-lp/
Hayden Williams - Partner, BrandProject
LinkedIn: https://www.linkedin.com/in/howillia/
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Show Links:
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- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.
