SHELF BITES: How De Soi Won Retail in a Brand-New Category (with Scout Brisson, CEO of De Soi)

In this Shelf Bites clip from the full episode released 6/21/25, Roberta sits down with Scout Brisson, CEO of De Soi, to break down how to successfully pitch and scale a product in retail when you’re building an entirely new category.

Scout shares real, behind-the-scenes insights on how De Soi convinced retail buyers to take a chance on a non-alcoholic beverage brand without early sales data, including how to identify early retail advocates, position your product as a trial opportunity, and build buyer confidence over time.

This episode is especially valuable for founders launching food, beverage, wellness, or CPG brands who are struggling to get meetings with buyers, hearing “we don’t have the shelf space,” or navigating long retail decision cycles. Scout also discusses the importance of buyer feedback, evolving packaging and pricing once on shelf, and why photographing your product on shelf can completely change how you think about retail readiness.

You’ll also learn how De Soi leveraged distributor relationships, creative merchandising solutions, and strategic storytelling to turn hesitant retailers into long-term partners plus what Scout would do differently if she were launching a brand today.

If you’re a founder asking:

• How do I pitch retail buyers without sales history?
• How do I get shelf space in a new or emerging category?
• What do retail buyers look for in early-stage brands?
• How do I adjust pricing and packaging once my product is on shelf?

This Shelf Bites episode delivers practical, real-world answers from a founder who’s done it at scale.

🎧 Listen to the full episode released on June 21, 2025