The Startup CPG Podcast

Erica Haft
My mom, you know, as a registered dietitian, I'm telling you, she's had hard candy every day, like twice a day for 30 years. And if you were to ask my mom like, do you eat candy? She'd be like, no. And then, I mean, it's hard. Sometimes I'm like, I want people to be like, oh yeah, I have candy every day. But then I want people to feel comfortable to see our product in a light where it's like, I'm not eating candy. Like, this actually supports my goals and I can have it every day. Because when you think of candy, you're like, oh no, I can't have it every day. But you can have this every day.

00:42
Caitlin Bricker
Hey everybody, this is Caitlin Bricker, Managing Editor at Startup CPG. We are back with another founder feature. Today I'm sitting down with Erica Haft, founder of Sweeter Collective, an organic hard candy brand that's modernizing what hard candy can be with just 16 calories and less than 3 grams of sugar per piece. Erica is an ex attorney who spent 10 years in law before realizing she wanted something different. Her mom is a registered dietitian who's had hard candy every single day for 30 plus years and that was the spark for this brand. After nearly two years of R&D with the custom round sphere mold, soluble tapioca fiber and oats to create a truly long lasting candy, Sweeter Collective launched and recently moved to NYC to be in the epicenter of cpg.

01:29
Caitlin Bricker
We're driving into why the panning technique didn't work, how she landed on the boiling method, why planetary branding from Jupiter, Florida became her entire creative direction, her in store demo feedback and why price point education is key. We're also exploring what it looks like to position hard candy not as a candy but as a daily tool for mindfulness and control. If you're sold on Sweeter Collective like I was the first time I tried it, you can use code sweeter startup CPG all one word, no space in between to get 10% off your order. Everybody that places an order can use it once. So I highly recommend if you're looking to connect with buyers, investors and industry experts in real time, you need to be in our community. Join our Free Slack community with over 40,000 members.

02:16
Caitlin Bricker
Get access to exclusive events and trade shows where you can meet those buyers and investors in real life. Tap into free resources and more. Text CPG to 833-605-7002 that's 833-605-7002 and we'll get in touch. As always, enjoy. Hey, everybody. Welcome back to the startup CPG podcast. This is Caitlin, and today I'm here with Erica Haft, founder of Sweeter Collective. Erica, welcome to the show.

02:49
Erica Haft
Thank you so much. I am so happy to be here.

02:52
Caitlin Bricker
I'm so happy to have you here. I have to say, you have been one of my biggest cheerleaders in the past few months. I am so excited to have this conversation with you. We'll get into all things, but first, can you tell us what Sweeter Collective is?

03:08
Erica Haft
Sure. Sweeter Collective is an organic, modern, hard candy brand that is modernizing what you think about hard candy. It's a fun candy, it's a healthy candy, and it's something that can help us stay on track with our health goals.

03:23
Caitlin Bricker
Which is exactly why I bring you onto this podcast. A, because your products are really good, and B, because your products have fallen into line with exactly what I have been trying to do on my own personal health journey and losing some weight. So tell us your background and how you got into Sweeter Collective.

03:42
Erica Haft
Sure. So, okay. I used to be an attorney. Ex attorney. For almost 10 years. I never in a million years thought I would be a CPG food founder. Like, this is my dream job. I get to do the coolest things, like, every day. So many aspects of being a founder is so fun and creative. And also gets to use some business acumen, of course, as well. But how did I get into this? So I grew up. My mom's a registered dietitian, so I have been learning about health and nutrition since I was a little girl. And so essentially, my mom has been having hard candy every day for the past 30 years. And it has helped her stay on track with her health goals, satisfy her sweet tooth, not feel restricted, indulge every day. And she makes discipline, like, look easy.

04:34
Erica Haft
And I could never connect to hard candy. But as I got older and sitting at my law desk every day and always just wanting something sweet every day, I realized she's onto something. So I said, how can I connect with hard candy? Because it's obviously working. It's a tool. But I am not, like, drawn to try it. You know, I didn't use it as a tool. So I upgraded hard candy, essentially. And that's what our sweeter pops are.

04:59
Caitlin Bricker
This is funny to me because you are creating a brand for yourself. You're doing something that works for you. You're doing something that works for other people, but you're also carrying a legacy on for your mom. Does this bring back good memories for you when you think of hard candy as you're building this brand or what does that feel like for you?

05:19
Erica Haft
So true. Yeah. I'm very happy to report my mom only has sweeter pops now. But, yeah, I always think about, like when I was a kid, I think about all the time. She's like, do you want a hard candy after lunch to, you know, end the meal, have her a little sweet tooth? And I always thinking about when I was like, no, like, I don't want that. Like, why would I want that? It doesn't even taste good. And I crunch right through them. Like, no, thanks, I'll skip it. I'll just like, have. Still crave something else. But no, I don't even want that. So, yeah, I'm like, proud of myself. I, I think sometimes, like, how did no one think of this first? Why am I, Erica Haft, changing the landscape on hard candy and like, bringing it back to the mainstream?

06:03
Caitlin Bricker
It is very interesting because I don't see hard candy brands. I just don't. Everything is chewy these days. And you bring up a really good point with crunching right through the hard candies. Because I'm definitely a cruncher. When I give my daughter lollipops, we always have to say, don't crunch on it. No chewing. And she'll always make eye contact with me and my husband if she's going to try to bite through the lollipop or like, don't. We gotta save your teeth. So you do bring up a really good point. You have solved a problem, I have to say. I mentioned this already, but these have been a fantastic tool for me on my weight loss journey. Because when I get that little voice inside of my head that's like, why don't you go grab something sweet from the kitchen?

06:51
Caitlin Bricker
I'm like, nope, I'll just reach into the mason jar and grab a sweeter pop. And I timed myself. It lasted over 19 minutes. Wow. So, yes, I wanted the ice cream prior to putting the sweeter pop in my mouth. And three, five minutes in, I forgot I even wanted ice cream in the first place. And it was the perfect trade off for me.

07:14
Erica Haft
Literally exactly why I created it. It's not to say to restrict yourself and be like, oh, I can only have a hard candy that's like, has good stats, 16 calories, less than 3 grams of sugar, almost 2 grams of fiber. Like, yeah, that's great. But sometimes we really don't need this. The real big sweet. We just want that little something or it's just a psychology game between us. And so it's like, okay, I'll have my hard candy. It's going to last hopefully 10 minutes, 19 minutes for some people. And then after, I'll decide if I truly really need that bigger sweet. And most times you don't. And sometimes you do, which is okay.

07:54
Caitlin Bricker
What's your favorite flavor?

07:55
Erica Haft
I got to ask.

07:56
Caitlin Bricker
Tell us all the flavors you have, and then who's your favorite? We all know that you have a favorite, so what one is it?

08:02
Erica Haft
I have a favorite. I tell people. And I'm like, don't tell people. But I guess I'll tell everyone now, so. So I'll tell you our flavors, which are obviously very important. Our first four flavors, we have Shirley Temple island spritz, vanilla oat latte and salted caramel cream. And my favorite is salted caramel cream, because to me, it tastes the most like dessert. And it's like, actually pretty filling. Like, in the texture in your mouth, you feel like you're getting so much more than a hard candy. And then you're getting all of that flavor for 10 minutes. So it's like the best of both worlds.

08:40
Caitlin Bricker
Shirley Temple is my personal fave. Very nostalgic for me. I remember watering Shirley Temples as a kid with extra cherries, but I wouldn't dare have a Shirley Temple at this stage in my life. So this is the perfect solution to that problem.

08:55
Erica Haft
I know. And you kind of feel, like, rebellious because you're like, I can have a Shirley Temple anytime I want now, but I don't need permission from my parents. Like, I wasn't allowed to have Shirley Temples all the time. It was, like, very special occasions. But, yeah, actually, Shirley Temple is our best selling flavor.

09:09
Caitlin Bricker
I love it. And I do like the fact that all of the flavors taste good. They're very unique in their flavor profiles. They have different colors. When I have the sweeter pops, they are in a mason jar. It's just all of them mixed in the mason jar. I don't even have to separate by flavor because they're all good.

09:25
Erica Haft
Oh, good. Thank you. I'm happy to hear that. Yeah. We tried to differentiate the colors as best we could. It is harder when you aren't using artificial dyes to achieve a vibrant color. But pretty happy with our colors using natural fruits and veggies.

09:40
Caitlin Bricker
I'm happy that you're talking about this. Talk to me about your R and D and how you landed on your formulations, and it sounds like the crunch was really a big thing. For you wanted it to be long lasting. So tell me all the things. Talk to me about choosing your flavors, choosing your ingredients, and getting to that point where you had a product where you felt good about launching it into the world.

10:00
Erica Haft
Awesome. Yeah. So the long last part was really important to me because I'm a cruncher, I eat really fast. And I knew that part of what I needed for this product was for it to last a long time so I could get past that mental craving. I'm going to call it a mental craving because that's really basically what it really is. And so at first, I kind of was inspired by jawbreakers. And do you remember long lasting jawbreakers?

10:28
Caitlin Bricker
Oh, yes.

10:29
Erica Haft
So that's a panning technique and that's just like all sugar and a panning technique. And it's these big silver. I don't even know what you call them. And the candy just like rolls around for like hours to keep getting the sugar. And so at first I was trying to do the panning technique, but of course with innovative, very healthy organic ingredients and just weren't able to do that. I did work with an R and D company, of course, that we spent, I think it was almost eight months. So at first we tried for a few months on the panning technique. I don't think I've ever told you this. And then we of course had to divert and we said, okay, we'll go to the more customary hard candy, which is a boiling method, which is of course faster, easier.

11:13
Erica Haft
And there's more manufacturers who use that method production. So yeah, it was a lot of trial and error. Part of the formulation, the ingredients, what contributes to the long lasting aspect is we do use soluble tapioca fiber and we use oats, which helps it dissolve slower. And on top of that, what you'll see is you'll see a lot of the hard candies are oval shaped. And for me, that's easier to crunch through. Right. And of course they use the artificial ingredients, so it's a little different than hers. So I said, okay, I want a round sucking candy like a jawbreaker. It's harder to crunch through it. And it was really hard to find a manufacturer that had the dyes, they call them the dyes, the molds and that were round because they're just not as popular anymore.

12:02
Erica Haft
Well, you know, a lot of the manufacturers are manufacturing, say for hard candy and also lozenges. They share that similar disc shape. And since ours was different, it was harder to find an organic certified manufacturer who had our rounds for fear dies.

12:18
Caitlin Bricker
Where do you even begin to look for a cone, man, that's gonna make something like this for you?

12:25
Erica Haft
Oh, it took months. Yeah. I mean, a hard process is to find your con man. And I said, until you experience that, you're just like, oh, it won't be for me. And then of course, it was like, it was very difficult.

12:38
Caitlin Bricker
Wow. Also, panning technique. This is the first time I've ever heard that, which is no surprise because I haven't talked to another hard candy brand before. I think I've probably interviewed about 75 brands at point. First time I'm ever hearing that term. So this is cool. I'm learning.

12:53
Erica Haft
Oh, yeah, panning. And that's why you don't see any panned hard candies anymore. Right? You don't see any candies other than jawbreakers that have that similar texture as like a jawbreaker. Just because it's so old school, so time consuming. No manufacturer wants to spend the labor and time to create those types of products makes a lot of sense.

13:13
Caitlin Bricker
So how many iterations of your product did you have before you landed on what you have today?

13:19
Erica Haft
Honestly, it's a good question. I know I have all of the different versions saved. I think they're up in my parents attic in a big, you know, plastic box. I was like, one day when I make it, I'm gonna go back and I'm gonna go look at these and I mean, who knows how long they'll last? But yeah, I really don't even know, to be honest. I really would say probably like 15 different versions with the R and D company. And then you have to test and trial it as you scale the formula to bigger machinery, our co. Manufacturers machinery. So then you're doing more testing, more changing. Taken a while and brings me to the point of it took me almost two years to launch, which I saw as a big failure, to be honest.

14:02
Erica Haft
Back when I was going through it, I was pretty down about it. But like we've talked about already, it took a long time with the R and D, took a long time with the manufacturer, and yeah, it's finally here. Finally got to submit to the Shelfie Awards. Super proud to be a semifinalist.

14:20
Caitlin Bricker
Yes, it's a big feat.

14:22
Erica Haft
Thank you.

14:23
Caitlin Bricker
Sweet. Products are huge every year and for you to have made it to be a finalist is a huge accomplishment. You should be very proud.

14:31
Erica Haft
Thank you. I really, I am.

14:33
Caitlin Bricker
Good, good. And I know that you've recently moved to New York City too.

14:39
Erica Haft
Yes, my fire escape in the background. I'm officially in New York.

14:43
Caitlin Bricker
What prompted you to make the move to New York City?

14:46
Erica Haft
Well, I was coming to New York for a lot of different startup CPG events, Summer fancy foods over the past two years. And there's so much going on here that supports emerging CPG brands and there's so many in IRL events. It's easy to get in front of people, to get people to trial your product. And I'm from Jupiter, Florida. I've been living in West Palm beach and I thought, wow, like why not? Just like I left my job to create hard candy. I like to say I left my job to create sucking candy. Like sounds. So I didn't even tell anyone what I was doing when I left my job because I was like embarrassed. Like, oh yeah, I'm leaving to create sucking candies. But just like I left my job and said why not? I really believe in it.

15:33
Erica Haft
It's like, why not move to New York City? So yeah, I'm here through the end of December. I would absolutely actually love to be a little snowbird and come back up in the spring and the summer and then fly back down to Florida in the winter.

15:47
Caitlin Bricker
It is the epicenter of CPG in my opinion. There is just so much going on. There's so many indie retail stores. You have the big national retailers there too. There's just the possibilities are endless. And I did not know that you were from Jupiter, Florida, but now that you're saying it, I'm like, wow, okay, this is making sense now because you could have so many things to do with branding and planets and there's a lot of fun things there.

16:14
Erica Haft
Can I show my packaging? I want to.

16:16
Caitlin Bricker
Of course, please.

16:17
Erica Haft
So that's actually totally a lot of our branding. So this is actually a big part of our branding. And why I a lot of times reference the sweeter universe is because I am from Jupiter, Florida and we do have a sphere shaped hard candy and so we do play into the whole planetary theme. And also when you have candy and you have a 10 minute candy, which is like a long lasting moment, you get to go to your sweeter universe for that time period because you are happy and you're feeling good and enjoying flavor.

16:52
Caitlin Bricker
I love this. Okay, so talk to me more about your branding. How did you land on the branding that you have today? I have to say that I made an observation about your products from the first time I met you and saw your products Expo West 2025 today, which is I noticed that you upgraded the sweeter pops inside to have Your branding on the packaging, huge upgrade. I noticed.

17:15
Erica Haft
Thank you. Yes, yes. And would love to one day, hopefully soon, have each hard candy have the name of the flavor on it. Right now, you know, there are some restrictions when you are a smaller volume brand working with a co manufacturer. There's only three so much time that they can, you know, alternate different packaging on the machinery. So right now we just have that standard sweeter wrapper on each flavor. But yeah, the branding was so fun. I mean, imagine a girl who did not get to use any creative muscle for almost 10 years other than picking fun, cool words in different arguments. I mean, I guess that's creative, but I am like living my dream. Getting to go on Pinterest to look at other brands for inspo. It's just so much fun, the entire process.

18:08
Erica Haft
So, yeah, I mean, there was a lot of fun little innuendos on our packaging too, I guess. I don't know if that's the right word, but I'll have to read it.

18:17
Caitlin Bricker
And then I'll let you know.

18:19
Erica Haft
Yeah, I need the dictionary. This is me and my dog, sky, and we're going to the sweeter universe because when you have the product, you go there. So, yeah, there was a lot of just like fun playing around with this sweeter collective branding. But we actually are in the midst of rebranding a little bit. We are actually going to be coming out with new packaging in our next production run, which I think is really going to aid the consumer who is seeing our product for the first time on a shelf. Because as you know, you can do a lot of education when the product is online on Amazon. There's so much description why it can help you, why it's not just regular hard candy.

19:02
Erica Haft
And right now our packaging I just don't think is doing enough and telling the consumer, hey, yeah, we're hard candy. But like, here's all the reasons why we're different than your grandma's hard candy. And so that's what we're aiming to achieve with this new packaging design.

19:19
Caitlin Bricker
Have you done any in store demos yet? I'm really curious to know that.

19:24
Erica Haft
Yeah, I did do in store demos. We were lucky enough to launch in Sprouts Forager Finds innovation section.

19:31
Caitlin Bricker
Congrats.

19:32
Erica Haft
Thank you. That was an incredible experience. I did demos. I also was able to hire a team that helped me do demos out on the West Coast. I guess a lot of people were surprised to even see hard candy, right? Because they're not even used to seeing any new hard candy brands and Also, what I ran into was there was some people who, you know, actually said, oh, does that have sugar in your product? And I said, yeah. And they said, oh, I just don't do any sugar. And so. Or some people would say, I don't eat candy at all. And was like, touche. Like, I don't really eat much candy either, which this is kind of something that I, like, I think about at times. I'm like, I don't eat candy, but I have sweeter pops.

20:19
Erica Haft
I have my hard candy because I don't view them as candy. And, like, that's probably what you feel like, too. Like, you're on your health journey. You're not eating candy every day. But you are if you are having the sweeter pops. Right?

20:32
Caitlin Bricker
I definitely look at it more as a tool than, like, grabbing for a piece of candy. You're totally right. I'm not, like, in my head thinking, oh, let me go eat some candy. That's not what pops into my head. It's like an oral fixation. It's good for the mind. You mentioned this. It's kind of. I don't even know the best word to describe it, but it is a good distraction away from something that would throw me off of my track that I'm on right now.

21:03
Erica Haft
Yeah, exactly. Like my mom, you know, as a registered dietitian, I'm telling you, she's had hard candy every day, like, twice a day for 30 years. And if you were to ask my mom, like, do you eat candy? She'd be like, no. And then, you know, like, you don't. That's how I want. I mean, it's hard sometimes. I'm like, I want people to be like, oh, yeah, I have candy every day. But then I want people to feel comfortable to see our product in a light where it's like, I'm not eating candy. Like, this actually supports my goals. And I can have it every day. Because when you think of candy, you're like, oh, no, I can't have it every day, but you can have this every day.

21:38
Erica Haft
And that's actually something that we want people to be able to say, like, I don't need the donuts that someone brought into the office because I have my hard candy. And I already know I'm going to have my candy later at 3pm because I always have it at 3pm and then, like, we have, you know, all four flavors. It's like, okay, well, what mood are you in? You know, you're not always in the mood for chocolate, right? So Sometimes you're in the mood for something more light and refreshing, like the Island Spritz. So it's able to support you at all different times the day or the month.

22:10
Caitlin Bricker
I love this. And I also really like the fact that we talked about the demoing. Because you do have such a unique product. It's not something you can watch somebody eat and enjoy in front of you. You could maybe say, hey, pick the flavor that you want, do your shopping, come back and tell me what you think. So what was it like when somebody comes back to you after doing their grocery shopping? What's the feedback that they're giving you?

22:34
Erica Haft
So the feedback I got was, yeah, it tasted really great. It was, like, still in their mouth. But they were, like, a little hesitant because they looked at the price in sprouts when I was doing the demos. And we priced it at 8.99 initially. I'm happy to report we've lowered it to 7.99. But what people couldn't get over was the fact that this candy bag was 8.99. Cause they viewed it as just like regular candy. Like the kind of candy that you can go through in one sitting. But that's not our kind of candy. Right. Our candy is designed to last a long time. So we have 15 pops per bag. If, say, on average it lasts 10 minutes, that's like 150 minutes of flavor. And it's like a really good price per serving, essentially per piece.

23:17
Erica Haft
I actually like to think of this as like, the cheapest tool in my toolbox. Because, like, imagine you could be hiring a trainer. You're hiring. I mean, everyone should hire a nutritionist at some point. I love that you have. But, like, all these other expenses add up. And then if you have this hard candy that supports you every day in making a choice that helps you feel in control of your journey, I think it's a pretty decent price point tool to do that.

23:46
Caitlin Bricker
I think you are spot on with that. And I think that it might be hard for people to grasp that when they are in the grocery store because they're just thinking about the dollar amount that they're putting into the cart. But I can't even tell you how many times I've been spent 10 bucks on a chocolate bar that I am most likely eating to myself or unfortunately, sharing half of with my husband. And it's gone within minutes for 8, 99, 7. 99. You're getting something that's lasting you a week, two weeks, maybe, depending on how often you're eating these. I Definitely think it pays for itself.

24:21
Erica Haft
Yeah. And it's an intentional treat that you can have every day, knowing that it is tastes great and it's supporting you totally.

24:30
Caitlin Bricker
And I think that I've had these moments, and I'm sure there's other people that can relate where we buy things like candy, things that will give us a quick little hit that are sweet, and we eat it mindlessly. These are definitely a tool for mindfulness, in my opinion. So I think you're doing a great job with it, and I can only imagine how difficult it is to demo something in store that you can't watch somebody eat and finish in front of you and then give you feedback right there in that moment.

24:57
Erica Haft
So true. True.

24:58
Caitlin Bricker
Props to you for putting yourself out there and giving it a shot.

25:01
Erica Haft
Thank you. Yeah, it's. I love being like, hey, you want to try candy? It's been really fun. I can't believe, like, my life is where it is right now, getting to speak to you know, just being part of this whole startup CPG community and pursuing my passion. I mean, I really want other people to feel good. Like, honestly, because I know what it feels like every day to, like, have this chatter in your mind of, like, do I eat this? Do I not eat this? And then. Then you make the wrong decision, and then you feel guilty and you don't feel good, and it's like, why can't I have something sweet every day? Why can't I? And that's what I wanted. So, ultimately, I really think that this product is so much more than candy. It tastes great. It is candy. It's healthy.

25:47
Erica Haft
It's organic, real cane sugar. It tastes great. But it's also something that will help you feel good and in control of your life, because when you don't feel good about yourself, like, you don't want to experience all that life has to offer, so.

26:04
Caitlin Bricker
And I never feel like I'm making a compromise when I reach for a sweeter pop. And you even know this, I'll share this publicly, but I didn't know the background behind your brand. I didn't know why you created these. And then when you gave me samples of them when were in New York, actually, for fancy food at the grocery run, I put them all in mason jar because I was like, damn, these are actually really good. And when I started on this journey two months ago, that's exactly what I was reaching for. And I sent you a dm, and you were like, this is why I made the product. Everything just clicked. I never Feel like I'm making compromise, and I feel like the products are just excellent. I can't wait to see you on more shelves.

26:43
Erica Haft
Thank you so much. It makes me so happy, honestly. I'm, like, tearing up. Like, I just want everyone to feel, like, in control and to not have to choose between, like, eating something that tastes great and staying on track with our health goals.

26:58
Caitlin Bricker
You have been a great sport of mine as I've been going through this. You're always in my DMs, you're always liking my stories. I really appreciate, just, like, you uplifting me, and it feels good for me to be able to do the same for you. I love championing CPG brands, and it feels good for me to be able to do that for you and give back to you in a way that you've given to me. So thank you very much.

27:21
Erica Haft
Thank you so much. Much.

27:22
Caitlin Bricker
All right, so let's get Sweeter Pops into more people's hands. Where can everybody find Sweeter Collective online? What's your website? What's your social handle?

27:30
Erica Haft
Our social handle, Sweeter collective. Our website's sweetercollective.com. We are on Amazon and yeah, I mean, hopefully. Well, actually, we're in some hotels, which is really cool. We are in fairways gourmet garages. We're independent specialty stores across the country. But, yeah, we are definitely looking to expand our retail presence, grow our digital presence as well, and for more people to try our candy.

27:59
Caitlin Bricker
I'm excited for that. And I gotta ask, before we go, any dream collabs on your radar?

28:04
Erica Haft
Oh, my God, yes. I mean, imagine, I feel like all of these, like, amazing flavors that are like, drink flavors that are even like restaurants have, and they have, like, their specialty drink flavors. Imagine being able to pocket that up in a hard candy and you can experience that flavor anytime, like, anywhere. Not. You don't have to go to the restaurant. You know, you can always have that experience when you're in the car on the go. Yeah. So, yeah, there's definitely a lot of dream collabs.

28:32
Caitlin Bricker
I am, like, going back to the 90s in my mind right now with, like, Dr. Pepper Flavored Lip balms and all these things. But now you are the dealer for hard candy. Anything that anybody is dreaming up, I love it.

28:46
Erica Haft
Yeah, I'm ready to make that happen. So just. Just reach out to me. So good.

28:50
Caitlin Bricker
I feel like you are now creating, like, the lip smackers of hard candy. But they are so good. Amazing. Erica, this has been so much fun. It's been great. Talking to you, learning more about your story and I am so happy to share Sweeter Collective with the world. So thank you for coming on and talking with us.

29:09
Erica Haft
Thank you so much Caitlin. So happy to be here and to share all things Sweeter Collective.

29:14
Caitlin Bricker
Sweet. All right, I'll see you soon.

29:16
Erica Haft
Bye bye.

29:19
Caitlin Bricker
CPG BFFs we've now arrived together at the end of another episode of the Startup CPG Podcast. As you may know, we're not just the top globally ranked CPG podcast. We're a community of tens of thousands of CPG founders and experts and you should join us. If you haven't already. Head to startupcpg.com to sign up. You'll get an invite to our Slack community, hear about events near you, and get access to opportunities that connect you with buyers, investors and other brands. It's free. So what are you waiting for? I'll see you in Slack and in real life. Thanks for listening.