21 innovative CPG startups you should know in 2024

What are CPG startups?

CPG startups challenge large, established CPG corporations by being more agile and responsive to evolving consumer trends.

Top CPG startups

Complete list of CPG startups that are worth knowing:

Again

Founded in 2021, Again is developing self-service kiosks that dry clean individual items in minutes using proprietary green chemistry. CleanCell units are compact allowing convenient placement in small urban spaces like apartment buildings or transit hubs.

The app-based service allows users to remotely drop off clothes, pay, and monitor orders. Again’s decentralized model contrasts the centralized infrastructure of traditional cleaners and laundromats. Their modular facilities enable cleaning exactly where and when modern consumers need.

OLIPOP

Founded in 2018, OLIPOP offers a healthier soda alternative with functional benefits. Flavors include Vintage Cola, Strawberry Vanilla, Orange Squeeze, and more. The tonics are sweetened with stevia and erythritol.

Key features are the fiber content, prebiotic inulin, and plant-based ingredients. OLIPOP sodas aim to promote gut health and wellness. They provide a bubbly treat that nourishes instead of spikes blood sugar.

Kosas

Founded in 2016, Kosas aims to elevate clean beauty through innovative ingredients and textures. Their products are vegan, cruelty-free, and made without harmful additives.

Key items include tinted face oil, reusable makeup wipes, and lipfuel lip balms. Kosas also offers simplified routines and education around clean beauty. Their products aim to nourish skin while providing color and coverage.

Beauty Pie

Launched in 2016, Beauty Pie buys direct from top factories. By cutting out middlemen retailers, they pass dramatic savings to members. Products are made with quality ingredients without the markup.

The range covers makeup, haircare, serums, candles and more. Beauty Pie provides the experience of high-end personal care at a fraction of standard prices. Members also guide product development.

Branch Basics

Founded in 2015, Branch Basics aims to provide safe, eco-friendly yet effective cleaners. Their concentrates are made from ingredients like vinegar, water, coconut extract, and essential oils.

The reusable bottles reduce single-use plastic waste. Customers simply add water to the concentrates to make liquid cleanser, laundry detergent, bathroom scrub and more.

SakuraCo

Launched in 2019, SakuraCo curates unique boxes of snacks and candy every month. Products are sourced directly from Japanese makers and farms. Popular items include matcha KitKats, strawberry mochi, and Hokkaido melon sodas.

Each shipment contains 10-15 surprise snacks based on that month’s harvest or regional specialties. SakuraCo provides access to flavors not found in stores. Fans praise the high quality and discovery.

Catalina Crunch

Founded in 2017, Catalina offers grain-free substitutes for traditional carb-heavy foods. Their cereal flavors include Fruity, Cocoa, and Blueberry. Smoothies come in chocolate, vanilla and mixed berry. Sweet treats include keto cookies.

Key attributes are the low net carbs, high protein, and no added sugar. Catalina Crunch foods aim to satisfy cravings while meeting keto macros. The crunchy textures mimic the real thing.

Goli Nutrition

Founded in 2017, Goli pioneered the ACV gummy that started a craze. Their gummies aim to provide health benefits without the taste of liquid vinegar. Other products include sleep, stress, and immunity gummies.

Key features are the fun shapes, real fruit flavors, and splash of flavor magic. Goli gummies make taking supplements more enjoyable. The vegan gummies also contain no unnecessary additives.

HighKey

Founded in 2017, HighKey aims to recreate classic treats for keto and paleo diets. Top sellers include chocolate chip cookies, cinnamon cereal, and keto-friendly pizza crust. The foods are made from almond and coconut flour.

Key attributes are high protein, low net carbs, no added sugar, and grain-free ingredients. HighKey foods satisfy cravings without spiking blood sugar. The textures mimic regular bakery items.

Thrasio

Founded in 2018, Thrasio consolidates top-performing one-person Amazon FBA businesses. Their support helps the brands rapidly expand distribution and sales. The portfolio spans supplements, kitchenware, pets and more.

Thrasio’s capabilities include search optimization, marketing analytics, freight logistics, and global expansion. By providing infrastructure and capital, Thrasio unlocks growth for bootstrapped brands on Amazon.

Wethenew

Launched in 2014, Wethenew makes it easy to discover and buy the latest exclusive drops. Their inventory spans tees, hoodies, jackets, trainers and more. Top designers featured include Supreme, Kith, Stussy, and Jordan.

Key offerings are weekly product drops, pre-orders, and a countdown calendar for upcoming releases. Wethenew provides a hub for hypebeasts to access scarce streetwear items. The site also guarantees authenticity.

Everdrop

Founded in 2019, Everdrop offers eco-friendly concentrated cleaners delivered in reusable bottles and paper. Their subscription model eliminates single-use plastic waste from laundry and home care.

Key products include liquid detergent, stain remover, multisurface cleaner, bathroom cleaner, and dish soap. Tablet concentrates dissolve in water in your own bottle. This simplifies and sustains cleaning routines.

Oviva

Founded in 2014, Oviva partners with providers and insurers to provide remote care. Patients get app-based education, health tracking, and video consultations with dietitians. Clinicians can monitor progress and provide interventions.

Key features include personalized meal plans, automated feedback, and on-demand support. By making treatment more convenient, Oviva aims to drive lifestyle changes. Their goal is to slow or reverse progression of chronic conditions.

Ankorstore

Launched in 2019, Ankorstore is designed for small shop owners seeking distinctive inventory. The brands offered produce apparel, accessories, home goods and more. Products can be ordered in bulk directly through the site.

Key features include curated brand recommendations, simple billing, and price breaks on larger orders. Ankorstore makes the wholesale buying process smooth for independent retailers. Brands also gain distribution to niche local stores.

LoveCrafts

Founded in 2011, LoveCrafts fosters community around knitting, crochet, sewing, and other hobbies. Members share projects, tips, and inspiration. The sites also offer patterns, kits, materials, and tools to purchase.

Key features include hundreds of downloadable patterns, custom product boxes, and specialty yarns. Video tutorials teach new skills. LoveCrafts aims to make crafting more rewarding through a creative social experience.

Selency

Launched in 2013, Selency makes it easy to list and discover secondhand finds. Sellers can post items via the website or mobile app. Shoppers browse categories like lighting, rugs, storage and more.

Key features include image galleries, item conditions, member profiles, and negotiated pricing. By focusing on pre-owned goods, Selency promotes reuse and individual style.

Zapp

Launched in 2020, Zapp partners with local stores to provide real-time delivery. Shoppers select items or schedule recurring orders from Zapp’s virtual shelves. Personal shoppers then pick, pack and deliver the order within hours.

Key features include one-hour delivery windows, produce selection, and the ability to chat with shoppers in real-time. By providing round-the-clock service, Zapp makes grocery delivery more convenient.

Cajoo

Founded in 2020, Cajoo partners with local stores to enable real-time fulfillment. Shoppers browse categories or search for products to add to their cart. Personal shoppers then swiftly pick, pack and deliver the order.

Key features include live order tracking, produce selection, and the ability to chat with shoppers. By providing near-instant delivery, Cajoo makes grocery shopping effortless.

Matsmart

Launched in Sweden in 2018, Matsmart partners with suppliers to give leftover food a second life. Reasons include packaging changes, cancelled orders, or expiration dates nearing. Products get posted on their app at big discounts.

Key offerings include next-day produce boxes, mystery bags of staples, and steep savings on groceries. By reselling would-be waste, Matsmart reduces food waste and hunger.

Boxy

Founded in 2019, Boxy aims to integrate hassle-free grocery and retail into communities. Their format measures just 20 square meters. Shoppers enter and scan purchases with an app. AI and sensors enable self-checkout.

Key features include frictionless entry, machine vision tracking, and mobile payment. By designing staff-less shops, Boxy offers affordable localized retail. Units can rapidly scale in urban areas.

Joone

Founded in 2020, Joone aims to provide safe, effective baby items made from eco-friendly materials. Their plant-based diapers are compostable and their wipes biodegradable. Products use non-toxic ingredients and ethical sourcing.

Key features are subscription bundles, compostable diapers, and reuse programs for certain items. By focusing on sustainability, Joone cares for families and the future. Their mission is to nurture babies while restoring nature.

Conclusion

 We are rooting for the underdogs in the massive CPG market that has been usually dominated by few key players. These thriving CPG startups are using digital solutions and modern tech to make sure that they stay one step in front of the big companies. But with a market that is forecasted to reach almost a $1 trillion by the end of the decade, there are plenty of opportuninues for everyone.