Kroger Listed Them Nationwide Without a Single Meeting | Bakeful’s Tony Davis

Kroger approved Bakeful for a nationwide listing before they'd had a single meeting or phone call. Tony Davis, founder and CEO of Bakeful, on rebuilding the sweet baked goods aisle. Plus this week in CPG: Constellation's SpikedAde earnout, PepsiCo's split year, and the deals where control was the point. IN THE NEWS (every story is in The Deeter Digest) \- Constellation buys SpikedAde: $75M at close and up to $278M more over five years, plus a second check into Hiyo \- What an earnout really means, from someone who's lived through one \- PepsiCo: the world is buying, North America isn't \- MadeGood buys itself back, Stride takes a majority of Clio, Boots splits the keys \- Rapid fire: NMN goes mass market, PowerCrème, Rip Van's new CEO, Ola Sol's Humo \- The hot take: every deal has two numbers THE INTERVIEW: TONY DAVIS, BAKEFUL Tony built Nick's Ice Cream's U.S. business from zero and sold on QVC in the '90s. Now Bakeful's Donutful, Muffinful and Brownieful are in 4,000 doors across 50 states, with Kroger, H-E-B, Walmart, Target and Hy-Vee coming to him. Find Bakeful: bakeful.com CHAPTERS 0:00 Intro 2:00 Presented by Dough 3:17 Constellation buys its future 6:41 What an earnout really means 8:00 PepsiCo: the world is buying 9:09 The deals where control was the point 11:30 Rapid fire 13:40 The hot take 14:43 Interview: Tony Davis, founder & CEO of Bakeful 15:15 Building Nick's Ice Cream in the U.S. 17:46 QVC, infomercials and the first DTC 22:18 Why baked goods: Charlie Brown's Brownies 23:48 The forgotten $25B aisle 26:50 Clean label: baked, not fried, 25% less sugar 30:22 Selling donuts in the LA gas lines 33:23 The lineup: mini donuts, two to a pack 34:53 Wegmans on the first call 35:21 Ralphs, then Kroger nationwide without a meeting 37:07 H-E-B: "When are you doing muffins?" 38:08 Walmart pulls Muffinful forward 40:09 Target, Brownieful and the Bakeful master brand 42:41 Packaging that doesn't look like the 1960s 47:12 Hy-Vee: "How fast can you ship?" 48:15 Creators and a 10.5M-view TikTok 49:16 Highs and lows: fundraising 52:47 Exits, Kind bars and a forever brand 55:49 Where to find Bakeful 57:24 Sign-off This episode is brought to you by DoughCC, an authorized Square reseller helping businesses get set up, trained and supported locally, with no upfront cost on your first hardware unit for qualifying businesses: https://www.dough.cc/partner/pickle/ 🥣 Subscribe to The Deeter Digest (every Monday): https://deetseatsnyc.substack.com/ 🎙️ Unpackaged Goods on Spotify: https://open.spotify.com/show/6moZEYjORSb5XZ7LVu8b3f?si=6c656c85e78e487a 📸 Follow @deetseatsnyc on Instagram, TikTok and X 🥒 Pickle Advisors: pickleadvisors.com If you like the show, leave a review on Apple or Spotify. #UnpackagedGoods #CPG #Bakeful #FounderInterview #Constellation #SpikedAde #PepsiCo #MadeGood #Kroger #ConsumerBrands