In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Matt Craighead, R&D Manager at Trubar, to explore the real product development process—from initial concept and benchtop formulation to scaled production and everything in between. Matt brings a rare blend of technical depth, operator empathy, and practical insights to what is often the most misunderstood part of the CPG journey: how products actually get created.
Matt shares how Trubar approaches R&D for their vegan, gluten-free, soy-free protein bars with no sugar alcohols, artificial sweeteners, or seed oils—navigating the complexities of formulation, ingredient sourcing, co-manufacturer partnerships, and scaling from home kitchen trials to commercial production. The conversation reveals the unglamorous realities of product development: why some projects take 2-4 months while others stretch to 8+ months, the critical importance of manufacturability over pure flavor perfection, and how small decisions like mixing order, line speed, or ingredient supplier changes can make or break a product.
Throughout the episode, listeners gain tactical insights on managing the R&D process with project briefs and clear timelines, why formula changes should always be the last resort when troubleshooting production issues, how to balance perfection with the 80/20 principle when bringing products to market, and the often-overlooked factors like water activity, allergen control, and equipment compatibility that determine whether a product can actually be manufactured at scale. Matt also discusses when it makes sense to bring R&D in-house versus outsourcing to co-manufacturers, how to navigate SKU proliferation as brands grow, and why communication and planning ahead are non-negotiable for R&D success.
Whether you're launching your first product, scaling formulations from benchtop to commercial production, or troubleshooting manufacturing challenges, this conversation offers honest lessons on what separates successful product development from costly failures—and why R&D is where everything starts.
Listen in as they discuss:
- Matt's background: 8 years in R&D and co-manufacturing, now leading R&D at Trubar
- What Trubar is: vegan protein bars with no seed oils, sugar alcohols, or artificial sweeteners
- The R&D process timeline: 2-4 months for formulation, up to 1-2 years for full commercialization
- Major R&D milestones: concept, benchtop trials, ingredient sourcing, line trials, and scaled production
- Why manufacturability matters as much as flavor: the honey formulation cautionary tale
- The 80/20 mindset: balancing perfection with getting products to market
- What makes R&D go well: planning ahead, communication, and documentation
- Common pitfalls: focusing too much on functionality without considering production realities
- Why formula changes should be the last resort when troubleshooting production issues
- Small decisions with big impacts: mixing order, line speed, cooling tunnel capacity, and temperature
- Ingredient supplier changes and how protein powder sources affect finished products
- Managing the cross-functional dance: R&D, packaging, marketing, and timeline constraints
- When to bring R&D in-house vs. outsourcing to co-manufacturers
- Choosing the right co-manufacturer: communication, food safety, allergen control, and equipment
- How to manage custom formulation processes with co-manufacturers
- SKU rollout strategy: starting with 2-4 core flavors and expanding with seasonals
- Project briefs as the foundation: flavor profile, timeline, cost targets, and macro goals
- Why water activity and allergen control are critical for ready-to-eat bars
- The importance of process control documentation and detailed production notes
Episode Links:
Trubar Website: https://www.trubarinc.com Instagram: @trubar.brands LinkedIn: https://www.linkedin.com/company/trubar
Matt Craighead - R&D Manager, Trubar LinkedIn: [Matt's LinkedIn URL]
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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
