“This track is incredibly diverse, showcasing brands across food, beverage, personal care, and pet care,” says SKU executive director Buff Greebe. “We were thrilled by the number of applications and the exceptional quality of the brands. The level of innovation and passion from the founders is truly inspiring.”

SKU's track record speaks volumes and includes such brands as Siete Foods, EPIC Provisions, Pupsentials, wildwonder and DUDE Wipes in its impressive alumni lineup. 

This year, Siete was acquired by PepsiCo for $1.2 billion - the largest liquidity event for any SKU brand. When Siete went through SKU’s fourth cohort, it was called Must Be Nutty and founders Veronica and Miguel Garza sold their gluten-free tortillas in plastic baggies to an Austin food co-op. During the Track, with the help of their mentors, they rebranded to Siete. Siete" means "seven" in Spanish, and it refers to the seven members of the Garza family, signifying that the business was built on the collective efforts of the whole family. 

The 12-week program kicks off March 4 in Newport Beach, Calif. during Expo West. The final Showcase Pitch event which celebrates the culmination of the track will be held May 20 in Austin. SKU’s Showcase events are considered some of the CPG industry’s most energizing happenings and attract industry leaders from around the country.

SKU empowers startups by providing the essential resources needed for their success. Throughout the experience, emerging brands get support and connections to help them successfully scale. SKU’s tailor-made curriculum covers the breadth of the key topics, including operations, channel strategy, innovation, brand position, winning online, supply chain and fundraising.

While the curriculum is best in class, SKU’s mentors are the special sauce. Each brand is matched with a team of CPG leaders, exited founders, subject-matter experts and investors tailored to meet their individual needs. They include people who have held leadership roles at iconic companies such as Seventh Generation, Hershey and PepsiCo. These mentors  are all united by a desire to help provide founders with the tools to successfully scale their brand. 

The eight Spring ‘25 Track brands are:

Fairly Nuts: Founded by Julie Wolf, FairlyNuts offers a carnival of trail mixes made from  in-house roasted mixes of nuts, all packaged sustainably.  

good dirt: Founded by Lynn Callaway, good dirt is a low-sugar sparkling beverage brand using mushrooms and fiber for optimal digestive support and overall well-being.

Kobi: Founded by Siôn Owen, Kobi makes better body care products for kids and teens designed specifically for the more sensitive skin that young people have. Kobi currently offers kid-friendly deodorant, face wash, body wash, and foot spray, with more products in the works.

Niramaya: Founded by Mehek Khera, Niramaya is an Indian-American snack food brand that brings healthy, grain free snacks with bold flavors that everyone can enjoy at any time of the day. They have a line of three versatile dips and four flavors of Naan Pretzels.

PetPax Co: Founded by Anthony Gatti and Nathan Ruff-Williams, PetPax is revolutionizing pet wellness with fast-acting, science-backed supplements designed for convenience and effectiveness.

pi00a: Founded by Rylan, Russ, Melody and Tasyia Stein, pi00a is a Deaf and CODA family owned business that specializes in handcrafted frozen Asian-inspired Neapolitan pizzas. Their mission is to create job opportunities for the Deaf community.

Rookie's: Founded by Jordan and Holly Nickerson, Rookie's seeks to create "memorable dessert experiences" through its handcrafted ice cream and cookie sandwiches.

Saint Rocco's Treats: Founded by brothers Kaleb and Kolby Rush, Saint Rocco's makes human-grade dog treats, meal toppers and food.