Austin's software sector may get the most recognition. But the city's consumer packaged goods ecosystem is booming right alongside it, churning out new brands that go on to raise big funding rounds or even get acquired.
SKU, an Austin-based accelerator for CPG startups, gets a lot of the credit for the city's rising profile as a hub for CPG. In the past year or so, the organization has expanded to offer a BeyondSKU program in New York in partnership with BeyondBrands, as well as the Minnesota-based ImpactSKU program for social good CPG startups and SKU DFW, which is a partnership in Dallas-Fort Worth with DFW CPG.
Now, as its national footprint grows, the organization has selected nine companies to join the accelerator's latest Austin-based cohort, its ninth since launching in 2011. The startups, which will be part of the 12-week program featuring mentoring and networking, represent a range of products — from beauty to instant coffee — and a variety of geographies, from Austin to Wisconsin.
Here's a look at the startups entering the program later in January. Descriptions were provided by SKU.
Agua Bonita (Hanford, Calif. — healthy agua fresca)
Co-founders Kayla Castaneda and Erin PonTell met while working at a cold-pressed juice company that made juice out of surplus and ugly produce. Fueled by a passion to create something culturally authentic and healthy, they developed Agua Bonita, a healthy version of the traditional agua fresca Mexican drink. Agua Bonita is available in two flavors: cucumber coconut and watermelon lemon.
American Provenance (Mount Horeb, Wisc. — natural body care)
Founder Kyle Lafond, a former middle-school science teacher, created the natural personal-care brand in 2015 after he realized the chemicals in his students’ body sprays and perfumes were giving him headaches. A class project revealed that most products were created with synthetic ingredients. He wanted to develop high-quality, all-natural products that are safe and effective. The products, which include deodorants, body wash and hand sanitizer, are sold in all 50 states at stores ranging from Whole Foods and Hy-Vee to yoga studios.
BeeFree (Noblesville, Ind. — better-for-you snackable granola)
BeeFree evolved from Jennifer Wiese’s desire to bake tasty gluten- and dairy-free treats for her autistic son. But navigating the world without gluten and dairy is no easy task. So, with the help of her mother (aka Queen Bee) they set out to create gluten-free and dairy-free versions of their favorite recipes, including Clay’s Chocolate Buzz, Augie’s Original, Hagen’s Berry Bomb and Mae’s Apple Pie. Bee Free granola is available in grocery stores, specialty health stores and CrossFit gyms nationwide as well as online. The company’s corporate mission is to support the autism community by providing jobs to teens and young adults on the spectrum.
Green Girl Bakeshop (Hayward, Calif. — plant-based ice cream sandwiches and gelato)
Lisa Stoy grew up valuing high-quality, great tasting and authentic food. When she was diagnosed with a health condition and food allergies, she had to decide to adopt a plant-based lifestyle. Green Girl Bakeshop sprouted from the simple idea of creating allergy-friendly desserts that taste great and use whole, nutrient-dense ingredients. Green Girl’s signature products are her ice cream sandwiches, available in such flavors as golden turmeric with ginger cookies, fresh mint-chip with dark chocolate cookie and vanilla bean with chocolate-chip cookie.
Macro Snacks (Charlotte, N.C. — high-protein, functional snacks)
The brand was driven by founder Justin Wiesehan’s love of chips, and his desire to eat a more balanced diet. He wanted to create a healthy high-protein alternative — a functional snack. Macro Snacks are available in seven flavors including Pizza Pie, Churro Loco and Spicy Chile Lime.
Shaz & Kiks (Austin — Ayurvedic haircare)
Austin Sisters Kiku Chaudhuri and Shaz Rajashekar spent childhood summers in India watching their grandmother as she mixed natural ingredients from her kitchen and garden to create beauty concoctions rooted in old Indian Ayurvedic practices. Using what they learned, they decided to create their own product line last summer, starting with their Back to Your Roots Pre-Wash. They quickly have become a darling of beauty editors, featured in such publications as People, The Cut and WWD, where they were named one of the "Up-and-Coming Beauty Brands of ‘20." Currently sold direct to consumer, they are launching in Urban Outfitters, as well as other specialty beauty retailers.
Waka Coffee (Walnut, Calif. — premium instant coffee)
Growing up in Israel, founder David Kovalevski was used to quality instant coffee. But when he moved to the United States, he was disappointed to find a lack of premium options. The category was known for such stale brands as Nescafe and Taster’s Choice. He decided to change that by creating an instant coffee that rivaled fresh brewed. To make Waka, he uses a freeze-drying method that preserves the coffee's aroma. Waka is available online in single-serving packs in a range of caffeinated and decaf options.
Editor's note: This story has been updated to correct the spelling of Kyle Lafond's name.
