We’ve put together a list of CPG companies we admire, and that call Austin home – many of which we’ve worked on their marketing!
In 2024, Austin, Texas is one of the best places in the U.S. to launch a food, beverage, or wellness brand (also referred to as a Consumer Packaged Goods brand)! And we’re not just saying that because we love it here. 😉
New businesses are flocking here for a few reasons!
It has been in large part due to the city’s flagship Whole Foods store and wealth of mentorship and funding opportunities (Inc. Magazine).
This is on top of the presence of startup accelerator programs, like SKU and Naturally Austin – which we highly recommend checking out!
CPG Entrepreneurs & Brands Clearing The Way in Austin, Texas
Yellowbird
@yellowbirdsauce
Fact: Yellowbird’s sauces hit differently. They’re always made from farm-fresh fruits and vegetables – no fillers needed – and that’s what we love about them.
CPG Entrepreneurs Erin Link and George Milton launched their brand with a clear mission in mind: “to nix the junk, get back to nature, harvest fresh and organic fruits and veggies, and create a pure, flavorful line of sauces in the process.”
Given its huge health-conscious demographic, Austin was a natural fit for their headquarters and product launch.
Favorite Product: Super Serronic Hot Sauce
Tito’s Vodka
@titosvodka
CPG Entrepreneur Tito Beveridge was born and raised in San Antonio – just a hop, skip, and a jump away from Austin! Around 1992, he was making flavored vodka and passing it out to friends at parties.
His liquor was such a hit that he started going to liquor stores and asking managers if they’d buy his flavored vodkas. But flavored vodka just wasn’t selling. Instead, they said if he could “make a vodka that was so smooth you could drink it straight.” Then, they might be interested.
So, Tito accepted the challenge, and his final product was a hit. Already local to Austin, this is where he would stay and grow his brand’s reputation to this day.
Favorite Product: Well, Tito’s Vodka – of course.
SkinnyPop
@theskinnypop
SkinnyPop Popcorn was founded in 2010. Their mission is simple (just like their ingredients list): create snacks that not only taste delicious but are good for you!
This brand has seen such banging success that its parent company (Amplify Snack Brands) was acquired by Hershey in 2017.
Hershey reported a boost in sales following the acquisition and continues to forge forward into their salty snack foray via a potential acquisition of Weaver Popcorn Manufacturing, a leader in popcorn production and co-packing and a co-manufacturer of Hershey’s SkinnyPop brand. Kristen Riggs, president of Salty Snacks, The Hershey Company, states, “In fact, SkinnyPop has been number one in retail sales growth for ready-to-eat popcorn over the last three years.” We love seeing this Austin-born darling keep winning, and even get the attention of celebs like Olivia Rodrigo.
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Favorite Product: SkinnyPop White Cheddar Popped Popcorn
CLEAN Cause
@cleancause
CLEAN Cause is on a mission to support those in recovery from alcohol and drug addiction by “creating a sustainable source of funding for recovery efforts.”
The brand was founded in 2015 by Wes Hurt, who fought his own battle with addiction and looked for a way to create a consumer product that could help him generate funds to support others who were struggling. He became with bottled water, but after discovering the cleaner feeling caffeine that yerba mate gave him, he created the CLEAN, sparkling yerba mate that we all know and love today.
In fact, they funnel 50% of their profits to fund an in-house giveback initiative: CLEAN Kickstarts. This initiative funds sober living scholarships to support individuals coming out of rehab, homelessness, or incarceration.
To date, CLEAN CAUSE has generated almost $2.5 million in supporting those in recovery from alcohol and drugs.
Favorite Product: Blackberry Organic Sparkling Yerba Mate
Stubb’s BBQ Sauce
@stubbsbbqsauce
CPG Entrepreneur and Restaurateur C.B. Stubblefield, also known as “Stubb,” opened a BBQ joint in Lubbock, TX. Stubb’s quickly gained a reputation for its unique blend of flavors and Stubb’s own special barbecue sauce
Later in life, he moved to Austin, Texas, and was urged by friends to bottle his signature sauce. He started doing this by hand, reusing old whiskey bottles and jam jars!
50 years later, the Stubb’s brand still invests in quality ingredients and careful craftsmanship – and that shows in their wide availability in retailers across the U.S. The brand has since expanded its product line, offering a range of barbecue sauces, marinades, and rubs, all inspired by Stubb’s original recipes. Stubb’s BBQ Sauce has become a staple in kitchens across the country, celebrated for its authentic Texas flavor and the legacy of its founder, C.B. Stubblefield.
Favorite Product: Stubb’s® Smokey Brown Sugar BBQ Sauce
EPIC Provisions
@epicbar
If you can believe it, this meat-centric brand was founded by former vegetarians.
After trialing vegetarian and vegan diets, founders Taylor Collins and Katie Forrest found success in maximizing their athletic performance (endurance running!) when they tried the Paleo Diet and created a product that was lacking on the grocery store shelves: a 100% grass-fed meat snack with added fruits and nuts that was perfect for on-the-go.
After only three years of making these meat snacks, General Mills purchased the company for $100 million in 2016 – after only a short 3 years from when the company was founded!
Now, they live their lives on the ranch a couple hours outside of Austin, raising bison and preaching the regenerative agriculture word as far and wide as they can.
Favorite Product: Bison Bacon Cranberry Bar
Serenity Kids
@myserenitykids
Serenity Kids, a brand specializing in nutrient-dense baby food, was founded in 2017 by Serenity and Joe Carr, and they just so happen to be UMAI’s very first “official” client! Joe and Serenity embarked on a mission to provide wholesome, real food options for infants after struggling to find suitable baby food for their own child. Fueled by a commitment to optimal nutrition and a desire to fill a gap in the market, they created Serenity Kids to offer products made from high-quality ingredients, including ethically sourced meats and organic vegetables.
Since its inception, Serenity Kids has gained recognition for its innovative approach to baby nutrition. The brand has received accolades for its emphasis on healthy fats and protein-rich offerings, catering to the nutritional needs of growing infants. By focusing on nutrient-dense ingredients and avoiding added sugars and artificial additives, Serenity Kids has carved a niche in the baby food industry, earning the trust of parents seeking wholesome options for their little ones.
Our team originally joined forces with Serenity Kids in 2018 and we were with them for over 2 years during their high-growth phase. We helped them launch D2C with an overall eCommerce marketing strategy, social media marketing, content creation, email marketing, and social advertising, and we were brought back in to support social media strategy and content creation for their launch of Grain Free Puffs as well! You can learn more about our work with Serenity Kids’ baby food here!
Favorite Product: Wild Caught Salmon
Chameleon Cold-Brew
@chameleoncoffee
Chameleon Cold-Brew, founded in 2010 by Chris Campbell and Steve Williams in Austin, Texas, emerged as a pioneering force in the cold-brew coffee movement. The brand was born out of the founders’ desire to create a smooth, flavorful, and ethically sourced cold-brew coffee that stood out in a market saturated with traditional coffee options. Chameleon Cold-Brew set itself apart by focusing on organic, consciously grown beans and a meticulous brewing process that involves steeping the grounds for an extended period to extract rich flavors without the bitterness associated with traditional hot brewing.
One of Chameleon Cold-Brew’s notable wins came in 2017 when Nestlé acquired the company, recognizing its innovative approach and the growing demand for cold-brew coffee. This strategic partnership allowed Chameleon Cold-Brew to expand its reach and continue delivering high-quality, ready-to-drink cold-brew coffee to a broader audience. Nestlé’s acquisition further validated Chameleon Cold-Brew’s commitment to excellence in the cold-brew coffee market, solidifying its position as a leader in the industry.
Favorite product: Black Cold-Brew Coffee Concentrate
Better Bites Bakery
@betterbites_bakery
Better Bites Bakery, founded in 2015 by Leah Lopez, emerged from a passion for creating delicious treats that cater to various dietary needs. Leah, motivated by her own experiences with life-threatening food sensitivities with her son, set out to revolutionize the industry. Better Bites Bakery initially operated as a local, small-scale bakery, handcrafting gluten-free, vegan, and allergy-friendly goodies. As the demand for their products grew, the brand expanded its reach through partnerships with specialty stores and online platforms.
One of Better Bites Bakery’s notable achievements was securing a spot in major grocery chains, allowing them to bring their delectable treats to a broader audience. The brand received acclaim for its dedication to maintaining taste and texture while excluding common allergens. In 2018, Better Bites Bakery received the prestigious Gluten-Free & More magazine’s Best Gluten-Free Bakery award, solidifying its status as a trailblazer in allergen-friendly baking. Today, the brand continues to innovate and inspire, providing a sweet escape for individuals with dietary restrictions without compromising on flavor.
Favorite product: Chocolate Chip Dō Bites
MAYAWELL
@drinkmayawell
Mayawell, a Mexican-owned beverage company based in Austin, was founded by entrepreneurs Vicente and Oliver. Vicente, a former mezcal industry pioneer, turned his attention to the health benefits of agave, leading to the development of the brand’s key ingredient, Active Agave™ – a two-in-one healthy sweetening agent and prebiotic fiber for a yummy taste and happy gut. Oliver, with a vision for introducing an ancient, agave-based Mesoamerican beverage to the US market, joined forces with Vicente. They launched Mayawell in early 2020, focusing on crafting prebiotic beverages with sustainably sourced ingredients.
The brand gained traction, securing partnerships with retailers like Whole Foods, Central Market, H-E-B, and Foxtrot. Mayawell’s beverages, free from sugar and artificial additives, provide a refreshing and health-conscious alternative to traditional sodas. The brand recently went through a rebrand via Heavy – a design firm from Guadalajara – that took inspiration from Mayan & Aztec mythological characters. We love their new look! What do you think?
Favorite product: Strawberry Ginger
Siete Foods
@sietefoods
Siete Foods, founded in 2014 by the Garza family, has its roots in a quest for delicious and healthy Mexican-American cuisine that accommodates various dietary needs. The journey began when Veronica Garza, facing personal health challenges, embraced a grain-free and nutrient-dense diet. In an effort to share the joy of Mexican flavors with her family while adhering to these dietary changes, she experimented with alternative ingredients, eventually creating a grain-free tortilla that would become the cornerstone of Siete Foods.
Siete Foods has achieved notable success by redefining traditional Mexican-American staples with its grain-free and gluten-free products. The brand has garnered acclaim for its commitment to providing wholesome, flavorful options suitable for diverse diets, including paleo and vegan lifestyles. Notable wins for Siete Foods include widespread recognition for their innovative product line, which extends beyond tortillas to include an array of grain-free chips, dips, and hot sauces. The brand’s success underscores a growing demand for inclusive and health-conscious options in the food industry.
We’ve always admired Siete’s use of bright, contrasting colors and quippy captions used in their content. Word on the street is their social media copywriter was actually someone from their finance team for quite some time! We’ve never come across an accountant with quite this level of quippy expressions, but if you know of one – send them our way! (We’re just kidding, A.J… if you’re reading this:)
We’re forever Siete stans after we did a podcast episode of how much we love their marketing and their team sent us a huge box FULL of Siete swag and products to enjoy. We <3 them too much.
Favorite product: Cassava Flour Tortillas, Cinnamon Chips, Taco Seasoning
Force of Nature Meats
@forceofnaturemeats
Force of Nature Meats, a rising star in the regenerative agriculture industry, traces its roots back to 2019 when a group of visionary entrepreneurs embarked on a mission to revolutionize the way we consume meat. Recognizing the environmental impact of traditional meat production, the founders set out to create a brand that could offer a sustainable alternative that meat consumers could feel good about. Force of Nature Meats was born with a commitment to providing consumers with a guilt-free, eco-friendly option for their protein needs.
The brand has garnered attention for its positive impact for ranchers, land, and animals alike. In fact, all of their animals live a pasture-raised or free-range life, with ranchers following regenerative agriculture practices on their land.
Force of Nature Meats continues to make strides in the industry, earning the trust and loyalty of consumers who are increasingly seeking ethical and environmentally conscious choices in their diets.
They’ve also just partnered with local Austin burger restaurant, Hopdoddy! We actually couldn’t imagine these burgers getting any more mouthwatering… until now.
We sit on the board of Naturally Austin with the founder, Robby Sansom, and if we weren’t huge fans of Force of Nature before – we certainly are now (spoiler: we always were!). Robby is the real deal and one of the kindest CPG folks in Austin that we’ve had the pleasure of meeting. 10/10 great brand, great people.
Favorite product: Regenerative Ground Bison
Wonderbelly
@itswonderbelly
We love it when we see a brand shake up a monopolized category, and this case is no different. Wonderbelly emerged as a breakthrough brand in digestive health, specializing in real medicine that tackles heartburn, acid indigestion, and upset stomach. The brand’s inception traces back to a group of healthcare professionals and researchers who recognized the need for an effective and natural solution to common digestive issues, and they weren’t afraid to tackle the indigestion giants like Pepto Bismol and Prilosec. Drawing on their expertise, they developed a unique formula that harnesses the powerful ingredients of other over-the-counter antacids but without nasty additives like dyes, talc, artificial sweeteners, or common allergens.
The brand’s commitment to transparency and using high-quality, science-backed ingredients has earned it a trusted reputation among consumers seeking a reliable solution for gastrointestinal discomfort. As a result, Wonderbelly has carved a niche for itself in the market, offering a real medicine alternative that stands out in the realm of digestive health.
Favorite product: Fruity Cereal Antacid
High Brew Coffee
@highbrewcoffee
High Brew Coffee is a brand that emerged from the entrepreneurial spirit of David Smith who founded the company in 2014 with CPG entrepreneur and investor Clayton Christopher – after successfully selling their previous venture: Sweet Leaf Tea Company (another Austin fave). Fueled by a passion for quality coffee and a desire to create a convenient, on-the-go beverage, Smith sought to redefine the ready-to-drink coffee market. The brand started with a commitment to using premium coffee beans, natural ingredients, and a cold brew process that delivers a smooth and bold flavor profile.
High Brew Coffee quickly gained recognition for its innovative approach, appealing to consumers seeking a convenient and high-quality coffee experience. We loved when we started seeing High Brew in retailers all over town and finally had a RTD coffee option that wasn’t pure sugar! Thanks for giving us on-the-go caffeine girlies a better option.
Fun fact: in 2014 our cofounder entered a creative contest to win tickets to Austin Psych Fest and lost, and she still claims the contest was rigged (but continues to drink High Brew don’t worry lol).
Favorite product: Double Espresso
Austin Eastciders
@eastciders
Austin Eastciders, founded in 2013 in Austin, Texas by Englishman Ed Gibson, has a rich history rooted in the founder’s passion for craft cider. Gibson was able to disrupt the craft drink space with a gluten-free alternative with impeccable product-market fit at the time of inception. Inspired by traditional European cider-making techniques, the brand set out to create a distinct and flavorful cider using bittersweet apples sourced from Europe and dessert apples from the United States. They aimed to provide an alternative to the overly sweet and mass-produced ciders dominating the market at the time. Starting as a small operation, Austin Eastciders quickly gained popularity for its authentic approach, commitment to quality ingredients, and dedication to the craft.
As the brand gained traction in the craft beverage scene, it secured distribution in various states, allowing more consumers to experience its unique and refreshing ciders. We often choose Austin Eastciders for event happy hours and you can enjoy their Taproom as well, located on the east side of town.
Favorite product: Orange Cranberry Cider
Chinook Seedery
@chinookseedery
Chinook Seedery, a popular sunflower seed brand, sprouted from humble beginnings in 2012 when founder Mark Pettyjohn decided to reinvent the traditional sunflower seed snack. Frustrated with the lack of flavorful and high-quality options on the market, Pettyjohn set out to create a premium sunflower seed experience. Drawing inspiration from the Pacific Northwest’s Chinook winds and their association with good fortune, he named the brand Chinook Seedery, symbolizing the gust of fresh innovation in the snack industry.
The brand quickly gained traction for its commitment to quality, using only the largest, tastiest, and ethically sourced sunflower seeds. Chinook Seedery distinguishes itself by offering a diverse range of bold and unique flavors, from Parmesan and Pepper to Hatch Chile, appealing to snack enthusiasts seeking a satisfying and flavorful alternative.
Favorite product: Dill Pickle Sunflower Seeds
Vital Farms
@vitalfarms
Vital Farms, founded in 2007 by Matt O’Hayer, has an inspiring history rooted in a commitment to ethical and sustainable farming practices. The journey began when O’Hayer and his wife Catherine set out to produce pasture-raised eggs on a small farm in Austin, Texas in the Onion Creek neighborhood. Dissatisfied with conventional egg farming methods, they sought to create a business that prioritized animal welfare, environmental sustainability, and the well-being of farmers, and officially coined the phrase “Pasture-Raised” to reflect their method of ethical egg farming.
Over the years, Vital Farms has achieved remarkable success, becoming a pioneer in the ethical food movement. Notable wins for the brand include its expansion beyond eggs to include a range of dairy products like butter, all sourced from pasture-raised animals. The company also went public in 2020 and is now worth $452.17 million. Vital Farms has gained recognition for its transparent and humane farming practices, earning certifications like Certified Humane and B Corp. The brand’s commitment to providing high-quality, ethically sourced products has resonated with consumers, establishing Vital Farms as a leader in the sustainable food industry.
Our cofounder Karin started her CPG career at Vital Farms as one of the first dozen employees in Austin and helped grow the brand over the course of a few years. Her fondest memories are visiting farms across Arkansas and Missouri – meeting her hen coworkers and the farmers who raised them, as well as getting her first taste of Expo West/East and the wild world of CPG. Those were the days!
Favorite product: Pasture-Raised Eggs (ofc!)
Kettle & Fire
@kettleandfire
Kettle & Fire, a leading brand in the bone broth revival, boasts a story as rich and flavorful as the products themselves. Founded in 2015 by brothers Justin & Nick Mares with a goal to create a more nutritious pre-workout and post-workout recovery, the company emerged from a simple desire to share the nourishing benefits of the homemade bone broth blends they created with the world.
Today, Kettle & Fire maintains its dedication to high-quality ingredients and sustainable practices, and has launched a more diverse set of flavor profiles, like Coconut Curry & Lime Beef Bone Broth and Turmeric Ginger Chicken Bone Broth.
Favorite product: Mushroom Chicken Bone Broth
Waterloo Sparkling Water
@waterloosparkling
Waterloo Sparkling Water is a brand that emerged in the competitive beverage market with a commitment to redefining the sparkling water experience. Founded in 2017 by entrepreneurs and beverage enthusiasts Sean Cusack, Daniel Barnes, and Brandon Cason, the brand was born out of a desire to offer consumers an alternative to traditional sodas and artificially flavored sparkling waters. The founders aimed to create a product that prioritized natural flavors and clean ingredients, setting Waterloo apart from other players in the market.
We’ve worked with Brandon throughout the years on one of his newest ventures: CANTEEN Spirits and CANTINA – ready-to-drink vodka soda and tequila soda that boasts zero sugar and zero carbs, giving consumers a low-cal alcohol option for any occasion or adventure.
We also had the opportunity to work on Waterloo Gin (Treaty Oak Distilling), another brand founded by Daniel Barnes. To say these guys are “beverage enthusiasts” is an understatement. We hope they continue to serve us up with delicious beverages for years to come!
Favorite product: Cherry Limeade
Nada Moo!
@nadamoo
NadaMoo! is an Austin-based dairy-free ice cream brand that was founded in 2004 by Amy Ramm, and is currently led by CEO & President Daniel Nicholson (check out our podcast episode with Daniel here!). The company’s journey began when Amy was diagnosed with a severe dairy allergy, prompting her to create a delicious alternative for those with dietary restrictions. Inspired by their commitment to providing a tasty and inclusive ice cream experience, they started experimenting with coconut milk as a base for their frozen treats. In fact, they were the first ever coconut milk ice cream company to market – how cool is that!
Over the years, NadaMoo! has become a beloved brand, offering a wide range of dairy-free and vegan ice cream flavors. Their commitment to using high-quality, organic ingredients has contributed to their success in the market. Notable wins for the brand include recognition for their innovative flavors, such as “The Rockiest Road,” and accolades for their dedication to sustainability and social responsibility in the food industry. NadaMoo! has carved a niche for itself, providing a delicious and ethical alternative to traditional ice cream for a growing community of consumers.
P.S. Have you tried their most recent product – Snack Bites?!
Favorite product: Chocolate Chip Cookie Dough
In short, that’s a look at some of our favorite CPG brands founded in Austin, Texas!
If you’re into this list, there’s a pretty good chance you’d dig our podcast: UMAI Social Circle.
Now, check out our latest episodes here.
And, shoot us a DM on Instagram if there’s an Austin-based brand that you’d like to see featured on this list or the Circle!
