S2/Ep 4: From SmartSweets to RoadmapCPG: A Conversation with Michelle and Koreann
In this installment of Resilient as F*k!, host Vivian Perez sits down with CPG powerhouses Michelle McKay-Prychidny and Koreann Webster the co-founders of Roadmap CPG. Having started as early employees at iconic brands like Vega and the "unicorn" candy company SmartSweets, they have seen exactly what it takes to build a category-defining brand from the ground up. Now, they are pulling back the curtain to help founders navigate the notoriously complex and expensive transition from D2C to retail.
Available on Spotify and Apple Podcast
The Unicorn Experience
Michelle and Koreann’s journey captures the wild ride of scaling a disruptive brand. As employees two and three at SmartSweets, they helped pioneer the low-sugar candy category. They emphasize that while storytelling and a passionate founder are crucial, scaling requires an entirely different gear: knowing your numbers, speaking the retailer's language, and managing the heavy investment of trade spend. What started as scrappy hustle eventually transformed into a highly technical sales strategy.
Memorable Moments
The Hard Part is the Best Part: Michelle admits that the gritty, grueling, early-stage build of a CPG brand is an addictive rush that keeps her coming back to the industry.
The Real Battle: Landing the distribution deal is exciting, but both founders agree that the hardest part of the game is actually getting the product off the shelf once it's there.
The Subject Line Hack: To cut through the noise of a grocery buyer's inbox, Michelle reveals she once used the subject line "fun party" (or a buzzing bee emoji) just to get a response—and it worked.
The Pre-Launch Hustle: Before SmartSweets even hit the shelves of Whole Foods in the US, Koreann explains how they leveraged their D2C Weight Watchers community by giving them screenshots and UPC codes to demand the product in-store.
Insights for the Modern Founder
For the aspiring CPG entrepreneur, Michelle and Koreann offer a blunt masterclass in retail readiness. Key takeaways include:
Don't Go Too Wide, Too Fast: Instead of chasing a 1,000-store launch right away, go deep with a few retailers. Test, learn, and validate your movement so you can confidently sell that success to bigger buyers later.
Master the "Bottom-Up" Forecast: You can't just guess your revenue targets. You need a detailed, retailer-by-retailer forecast to survive investor grilling and manage your trade spend guardrails.
Price for the Future: When transitioning from D2C, founders often forget how expensive retail distribution truly is. You must plan your pricing strategy five years out, accounting for potential club stores or mass retailers to protect your margins.
Make the Buyer’s Life Easy: Retailers will reject a great product simply because they fear the founder will be difficult to onboard. Use bullet points, clear emails, and do what you say you are going to do.
Final Thought: As the retail landscape becomes more conservative and competitive, getting on the shelf is no longer enough. As Koreann puts it: "If you're on shelf, you gotta work to keep it."