Unstoppable CPG: How Ashley Rogers Built and Sold 4 Brands (And What Most Founders Get Wrong)

Think Millions Podcast

In this episode of the Think Millions Podcast, Dr. Alexa D’Agostino sits down with Ashley Rogers, a powerhouse in the CPG (Consumer Packaged Goods) space. Ashley has built and sold four companies, generated over $40 million in sales, and now dedicates her time to helping founders avoid costly mistakes through her mentorship platform, Shelf-Made.

From baking protein cookies in her kitchen to leading Sprinkle CPG and working with Sprinkles Cupcakes, Ashley shares her hard-won lessons on retail strategy, product development, and the emotional highs and lows of entrepreneurship. She also dives into why small brands fail in big-box retail, how to break into stores like Target, and why building community is the secret weapon most founders overlook.

Whether you're launching your first product or scaling your second, this episode is a masterclass in grit, strategy, and brand-building brilliance.

Key Parts of the Conversation:

1:27 – 2:36 – Why She Keeps Returning to CPG
Despite the grind, Ashley thrives in the space because of her passion and resilience.

2:36 – 4:13 – The Buff Bake Origin Story
From health-conscious cravings to protein cookies made in her kitchen and scaled with hustle.

4:23 – 5:19 – Spudzy and Building with Mission
Creating a brand around upcycled sweet potatoes and learning the power of brand purpose.

5:33 – 7:12 – Learning from Mistakes
Ashley’s biggest lesson: pricing for profit. Margins matter more than hype.

7:51 – 10:49 – Getting into Retail (and Staying There)
Why small brands fail in retail and the importance of starting small, building a data story, and focusing geographically.

10:49 – 12:50 – What Went Wrong with Mighty Yum
Dr. Alexa shares her own CPG challenges—scaling too fast, shelf-life issues, and cash flow struggles.

12:54 – 14:08 – Retail vs. D2C
Why TikTok Shops are the new frontier and why it all depends on your product.

15:16 – 16:15 – Where to Invest First
Put your first dollars into product development and branding—not just marketing.

16:23 – 17:10 – Red Flags in Early Brands
If it doesn’t look good or taste good, it won’t last.

17:55 – 18:58 – Product or Story: What Comes First?
Founders are the new influencers. People buy into people before the product.

19:31 – 20:25 – From Spudzy to Sprinkle CPG
How Ashley leveraged relationships and investment to transition into her next big chapter.

21:32 – 24:39 – Shelf-Made: Building a Founders Community
A behind-the-scenes look at Ashley’s platform to help CPG founders navigate the industry and connect with each other.

24:44 – 26:06 – Final Fun Question
Ashley’s guilty pleasure snack, chocolate—and a shoutout to Sprinkles chocolate line.

Great Quotes from the Podcast:

• "I’m an idea person and an executor. You just have to start."
• "Getting on the shelf is one thing. Staying on the shelf is a whole different game."
• "It took me three companies to understand the importance of pricing for profit."
• "If it doesn’t taste good, no one’s buying it again. If it doesn’t look good, they won’t buy it the first time."
• "Start small. Make one retailer work before you chase all of them."
• "Founders are the new influencers. People want to buy into people, not just products."
• "Creating a product is fucking hard. That’s why I built Shelf-Made—to make it a little less lonely."

Resources

• All Episodes: Think Millions Podcast
• Questions or Comments: [email protected]
• Alexa’s Instagram: @dralexadagostino
• Alexa’s Website: A