This episode is brought to you by The Hidden Gems.Hiring agencies is risky. Most overpromise and underdeliver. The Hidden Gems connects founders with highly vetted, brand-loved boutique agencies across media, creative, dev/design, events, and more — at preferred rates.Free for Consumer VC listeners → https://thehiddengems.com/Most founders won’t do this.They’ll hold onto their first product… even when it’s clearly not working.In this episode, Mike sits down with Michelle Razavi, Founder & CEO of Elavi, the fast-growing better-for-you snack brand known for its protein brownies and desserts.Michelle shares how she went from working 16-hour days at Sephora and Equinox to building a breakout CPG brand, why her first product line failed, and how a bold pivot into a completely different category unlocked massive growth.From protein bars → dessert spreads → protein brownies, this is a story of constant iteration, brutal decision-making, and understanding what consumers actually want.The conversation also dives deep into retail strategy, why Costco can completely change a business overnight, and how to build a profitable CPG company in a market where “growth at all costs” no longer works.You’ll learn:✅ Why your first product is probably wrong✅ When to kill a product (and why most founders don’t)✅ How one retail partnership can change everything✅ The real economics behind retail, margins, and cash flow✅ Why profitability matters more than hype growth today✅ How to use in-store demos to understand your customer✅ Why simple packaging outperforms “good branding”✅ The biggest mistakes founders make when fundraising✅ How AI is becoming a real operator inside CPG companies✅ Why building in public is now a competitive advantage👉 If you’re building a consumer brand, this episode is a raw, honest look at what actually works.Timestamps00:00 Intro01:00 Working 16-hour days before starting03:00 The problem with protein snacks05:00 Building products at home07:00 Launching right before COVID10:00 Losing in-person sampling overnight14:00 Why the first product didn’t scale18:00 Finding product-market fit with a new category22:00 Killing the original product line27:00 The “permissible indulgence” thesis31:00 Launching protein brownies35:00 Getting into Costco39:00 How Costco changed the business43:00 Retail strategy: profitability first47:00 The dangers of bad retail deals51:00 Channel strategy & cash flow realities55:00 Cold outreach that actually worked59:00 Why demos matter more than you think01:03:00 Packaging that converts instantly01:07:00 Fundraising mistakes founders make01:11:00 Why chasing investors doesn’t work01:15:00 Building a profitable vs hype-driven business01:19:00 Founder-led brands and social media01:23:00 Using AI as an operator01:27:00 Burnout and founder resilience01:32:00 Final lessons📬 Subscribe for more founder stories & scaling insights:👉 https://www.theconsumervc.com/Follow Mike Gelb:Twitter / IG / TikTok → @mikegelb / @consumervc

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