SKU x Frictionless Match Report
FRICTIONLESS INTELLIGENCE
SKU's CPG Brand Investment Thesis & Key Highlights
Headquarters
Austin, TX
Fund Size
78 active portfolio companies with equity positions | 700+ total brands accelerated
Model
Equity stake model
Primary Verticals
Category-agnostic CPG: Food & Beverage, Personal Care, Home Goods, Pet Products, Wellness, Supplements, Sustainable Consumer Products
Investment Philosophy
Founder-first approach, pioneering or transforming CPG categories, no "me-too" products, authentic sustainability focus, $300K–$3M revenue sweet spot, 12+ months runway, superior unit economics, path to profitability.
Portfolio Examples
Not disclosed by name | Portfolio includes 1 company at $200M+ revenue, 3 companies at $25M-$50M, 22 companies at $2M-$25M
Geographic Bias
Austin, TX-based | National reach through cohort model | No explicit geographic restrictions
Overall Frictionless Insights
SKU operates as an accelerator-investor hybrid with 5-10 Seed/Series A-ready companies emerging annually from their "PhD in CPG" curriculum.
65% portfolio survival rate demonstrates an effective curation and mentorship model.
Strong fit for consumer/retail allocation in diversified portfolios, particularly for funds seeking CPG exposure.
Category-agnostic approach provides diversification across CPG subsectors (food, beverage, personal care, home, wellness).
Access to 150+ mentor network creates value-add beyond capital.
Best suited for investors seeking early-stage consumer brands with proven traction ($300K-$3M revenue) and scalability potential.
Cohort Decisions
Profile
#
Company Name
Skincare for sensitive skin and hyperpigmentation
1
BEJOU
Match %
77%
-
Match %: 77% (Scaling)
Readiness Score: 75% (Scaling)
Cohort Acceptance: 🟡 Watchlist/Conditional Accept
Why Accept
Latina-founded, science-driven skincare brand addressing melanin-rich skin needs with clinical validation.
Unique ingredient innovation using Chontaduro (Nature’s Retinol)—bridging efficacy and cultural authenticity.
Clear SKU program leverage in operations, finance, and brand storytelling to accelerate growth.
Risks / Friction
Burn rate too high for current revenue — urgent funding required.
Low repeat rate (15%) may reflect lack of deep product-market retention fit.
No proven retail velocity, launch set for 2025.
Ops & finance leadership gaps increase execution risk.
Margins and CAC/LTV not clearly defined.
Gatorade for dogs
2
LYX
77%
-
Match %: 77% (Partial Fit/Strong Potential)
Readiness Score: 75% (Scaling)
Cohort Acceptance: 🟡 Watchlist/Conditional Accept
Why Accept
First mover in functional dog hydration; military-backed formulation with convenient sachets
Early demand validation via Amazon launch with WoW growth toward $100K EOY
High-credibility team: veteran founder + veteran CPG brand builder
Risks / Friction
Short cash runway (< 90 days).
No full-time COO or finance leader
Unproven velocity in Amazon/retail channels.
CAC/LTV model still in projection phase.
Logistics & inventory scale risk.
Consciously crafted, plant powered holistic hydration inspired by one of nature's most nutrient dense and climate friendly plants - Moringa.
3
RINGA holistic hydration
66%
-
Match %: 66%
Readiness Score: 59%
Cohort Acceptance: ❌ Decline
Insights
Founder with 20 years of CPG experience and a clear, purpose-driven mission.
Clean-label innovation using organic moringa for functional hydration.
Strong alignment with SKU Finance and Operations mentorship needs.
Risks / Friction
Minimal revenue and still in product-market validation stage
CAC/LTV, velocity and repurchase behavior not yet established
Operational scale, margin structure, and unit economics are unknown
Founder-led but no finance/ops team or external advisors active
Distribution growing but still subscale for SKU standards
Almond Delight crafts clean-label, almond-based spreads and cheeses that are dairy-free, gluten-free, and made without additives—offering a healthier, indulgent alternative for conscious eaters.
4
Almond Delight
49%
-
Match %: 49%
Readiness Score: 51%
Cohort Acceptance: ❌ Decline
Insights
Woman-owned, Latino-led brand delivering authentic, clean almond-based dairy alternatives.
Strong early traction ($35K FY24 revenue, 71% projected growth) validating market fit.
Distinctive cultural differentiation with both savory and sweet product lines.
Clear path to scale through SKU’s Operations, Finance, and Brand mentorship tracks.
Risks / Friction
Limited working capital restricting inventory and new product launches.
High production and ingredient costs until U.S. co-packing transition.
Low brand awareness and marketing budget.
Scaling risk tied to maintaining quality across new categories (ice cream, beverages).
Built on Flavor, backed by culture - Leveraging heritage on beloved American snacks - Potato Chips!
5
Keya's Snacks
52%
-
Match %: 52%
Readiness Score: 61%
Cohort Acceptance: ❌ Decline
Insights:
Founder with Food Network credibility and 15+ years of CPG experience driving authentic cultural innovation.
Genuine white-space positioning in the $7.8B chip category with zero-CAC organic demand and premium pricing power.
Clear mission-driven differentiation around cultural representation and food desegregation.
High mentor leverage potential across Operations, Finance, and Retail Velocity tracks for Launch 2.0 execution.
Risks / Friction
No structured go-to-market funnel or account-level velocity tracking.
Lack of operational support (manufacturing, logistics, supply chain)
No outside capital raised; cash runway unclear
Highly saturated salty snack market with limited defensible edge
Retail readiness remains untested beyond early-stage activation
CANE'D is the first ready-to-drink sugarcane juice, created to meet the growing demand for natural hydration and clean energy, cold-pressed with no added sugar or preservatives, it’s a globally loved, low-glycemic beverage rich in antioxidants and electrolytes—offering a healthy, refreshing alternative to sugary or artificially sweetened drinks.
6
CANE'D
77%
-
Match %: 77% (Scaling)
Readiness Score: 77% (Scaling)
Cohort Acceptance: 🟡 Watchlist/Conditional Accept
Why Accept
Woman-founded, first-to-market RTD sugarcane juice creating a new beverage category.
Proven retail traction with Costco and multi-regional presence validating market fit.
High mentor leverage across operations, finance, and brand storytelling for rapid growth.
Risks / Friction
Lack of full-time operations or finance leadership
Sell-through data not yet available from major retailers
CAC/LTV models need refinement
Ops and fulfillment strategy still being built out
Long-term brand equity and consumer retention are unproven
Fuel Multi Collagen is a good-for-you advanced beauty and wellness supplement formulated to support regenerative beauty from within. With 11 clinically studied ingredients—including Multi-Collagen peptides, Biotin, Resveratrol, Hyaluronic Acid, Digestive Enzymes (5B CFU), Vitamin C, Vitamin B3, B5, B6 Complex, L-Theanine, and Tremella Mushroom—this supplement is designed to enhance skin hydration, hair and nail strength, gut health, and stress resilience.
7
Fuel Nutrition
52%
-
Match %: 52%
Readiness Score: 61%
Cohort Acceptance: ❌ Decline
Insights
Woman-founded, science-backed brand with $1M+ revenue and strong growth (20%+ MoM).
Clear differentiation through proprietary enzyme-enhanced multi-collagen formulation.
High margins (75%) and efficient unit economics (5.8× LTV/CAC, 0.44× burn multiple).
Significant mentor leverage across finance, operations, and brand storytelling tracks.
Risks / Friction
Lack of full-time operations or finance leadership
Projected subscription growth lacks historical validation
CAC/LTV metrics are not clearly modeled
Overdependence on influencer/affiliate marketing without stable DTC infrastructure
Burn rate and margin assumptions require verification to support $6M projection
Spade offers a line of healthy sodas made with all-natural ingredients, zero sugar, and electrolytes for a delicious, guilt-free experience.
8
Savir Foods
52%
-
Match %: 52%
Readiness Score: 61% (Early)
Cohort Acceptance: ❌ Decline
Insights
Chef-led, culturally inspired brand with national exposure via Hot Ones.
Clean-label differentiation using avocado oil, dates, and no gums or fillers.
Expanding distribution through KeHE and FAIRE.
Risks / Friction
Lack of full leadership team beyond the founder.
GTM and CAC/LTV strategy underdeveloped.
No secured funding or clarity on growth capital.
Velocity data not yet collected from current retailers.
Legal/structural work needed for outside investment (LLC → C-Corp).
Peruvian-inspired sauces and marinades that’ll tantalize your taste buds!
9
Spade
72%
-
Match %: 72% (Moderate)
Readiness Score: 69%
Cohort Acceptance: 🟡 Watchlist
Insights
Founder-led team with strong retail authorizations (KeHE, UNFI, Sprouts, 7-Eleven).
Distinct zero-sugar soda with clean ingredients and electrolyte functional benefit.
Solid early traction in over 800 stores with credible distribution network.
Risks / Friction
Limited financial transparency—no velocity or CAC/LTV data provided.
Short 8-month runway with high monthly burn ($35K).
EBITDA negative through 2027, requiring capital to sustain scaling pace.
Brand awareness still low in a highly competitive “modern soda” market.
Date-sweetened chocolate bars made with real ingredients
10
The Conscious Bar
80%
-
Match %: 80%
Readiness Score: 77%
Cohort Acceptance: 🟡 Watchlist / Finalist Interview
Insights
Founder-led, mission-driven chocolate brand with strong sustainability story and unique two-ingredient formulation (cacao + dates).
Clear white-space differentiation—no added sugar, high fiber, compostable packaging, and direct trade sourcing.
High alignment with SKU Finance, Operations, and Retail Velocity tracks for scale readiness.
Risks / Friction
No prior capital raised; limits growth runway.
Ops infrastructure may not support projected scale.
Financial metrics (COGS, CAC/LTV) lack depth.
Need to validate repeat purchase behavior across channels.
Lacks omnichannel sophistication (DTC + retail integration).
WithLove is a family health, wellness, and nutrition company with a mission of creating harmony in the home has created the first clean 3-in-1 animal-based protein powder with probiotics and methylated multivitamins
11
The Functional Chocolate Company
80%
-
Match %: 80%
Readiness Score: 77% (Scaling)
Cohort Acceptance: 🟡 Watchlist/Conditional Accept
Why Accept
Founder-led, purpose-driven brand with strong consumer resonance and 91% YoY growth ($735K in 2024).
Differentiated product bridging indulgence and wellness through multi-active, condition-specific chocolate bars.
Retail-ready infrastructure with national UNFI and KeHE distribution.
High mentor leverage potential across Operations, Finance, and Retail Velocity tracks.
Risks / Friction
Lack of velocity tracking in retail environments.
Needs formal ops/finance leadership for scale.
Unclear CAC/LTV metrics for DTC or omnichannel ROI.
Still operating as an LLC; needs conversion to C-Corp.
Unproven margins at national scale despite retail growth.
The Functional Chocolate Company offers naturally vegan and gluten free, decadent dark chocolate paired with a blend of condition-specific nutraceuticals - vitamins, minerals, botanicals and amino acids, to help address a variety of everyday health realities for all members of the family - from sleep to energy, stress to focus and much more.
12
WithLove, LLC
73%
-
Match %: 73% (Moderate)
Readiness Score: 63%
Cohort Acceptance: 🟡 Not Yet Ready/Prequalified with Gaps
Insights
Founder-led, mission-driven kids nutrition brand with $800K revenue since April 2024 launch.
Distinct 3-in-1 product (protein + probiotics + multivitamins) filling a clear white space in kids’ health.
Strong alignment with SKU mentor expertise in brand foundations, omni-channel, and fundraising.
Risks / Friction
Lack of Retail Validation: No proof of sell-in or velocity in physical stores.
DTC-Only Traction: Business heavily reliant on direct-to-consumer sales.
Cash Runway Tight: Just 6 months remaining; scaling needs funding.
Retail Ops Readiness: No clarity on fulfillment capabilities for B&M.
Structure Misalignment: Still an LLC — SKU requires C-Corp for eligibility.
18 Chestnuts soups are premium, plant-based, gluten-free meals crafted with clean ingredients, chef-driven recipes, and packaged sustainably in glass jars.
13
18 Chestnuts Soups
82%
-
Match %: 82% (Strong)
Readiness Score: 79% (Scaling)
Cohort Acceptance: 🟡 Watchlist/Conditional AcceptWhy Accept
Proven traction with 69% YoY growth and strong unit economics (5.8× LTV/CAC).
Founder-driven brand with authentic wellness mission and strong consumer connection.
Clear white-space positioning in premium, plant-based functional soups.
High mentor leverage across finance, operations, and brand storytelling.
Risks / Friction
Runway risk (needs capital within 60 days).
Operational scaling gaps in logistics/automation.
Channel velocity is not yet fully validated beyond Whole Foods.
Dependence on founder narrative; institutional depth lacking.
Financial controls need tightening for investor confidence.
Lotza is a modern, sparkling twist on classic party punch—low-sugar, all-natural, and intentionally non-alcoholic, crafted with adaptogens and antioxidants to elevate celebrations and support next-day recovery.
14
Lotza
89%
-
Match %: 76% (Strong)
Readiness Score: 72% (Scaling)
Cohort Acceptance: ✅ Strong Option with Investment and Mentorship Support
Why Accept
Founder with 20 years of brand strategy experience delivering clear storytelling and executional discipline.
Explosive early traction — 3,233% YoY growth and strong DTC metrics (LTV/CAC 5.8×).
Genuine white-space positioning at the intersection of premium mixers, functional wellness, and mindful drinking.
High mentor leverage across Finance, Operations, and Brand Storytelling tracks.
Risks / Friction
Critically short runway (~60 days) preventing full SKU program participation.
Early-stage liquidity and working capital constraints limiting inventory scale.
Brand awareness still developing in a competitive beverage landscape.
Margin sensitivity and potential COGS volatility during rapid scale-up.
Nebula crafts luxurious, non-glycemic chocolate bites, made with organic dark chocolate, sourced from the Dominican Republic, and filled with outta-this-world delicious flavors that boost taste buds, not blood sugar.
15
Nebula Snacks
84%
-
Match %: 76%
Readiness Score: 76%
Cohort Acceptance: ✅ Accept
Why Accept
Founder-led brand tackling a clear, growing need for non-glycemic indulgence amid GLP-1 and metabolic health trends.
Strong early traction with 504% YoY growth and clear product-market fit across DTC, B2B, and retail channels.
Distinct white-space positioning: indulgent filled-bite chocolate with non-glycemic sweeteners and playful storytelling.
High mentor leverage in operations, finance, and brand-building to support capital efficiency and retail scale.
Risks / Friction
Solo founder structure – No operational or executive support team in place yet.
Retail velocity unknown – Needs data post-KeHE onboarding to validate retail performance.
Funding dependence – Limited scalability without external capital.
Price point & education – Non-glycemic benefit may require education and category building.
Sales channels still maturing – Distribution growing but not yet fully proven nationally.
Premium Rapid-Cook Pasta in a cup
16
Primi Foods Co.
69%
-
Match %: 69%
Readiness Score: 66%
Cohort Acceptance: 🟡 Watchlist
Insights
Founder-led, Italian heritage brand creating a new category: authentic pasta in 3 minutes with hot water.
Exceptional traction with 400K cups sold and 700% YoY growth across college, military, and grocery channels.
High mentor leverage across Operations, Finance, and Retail Velocity tracks for scaling and fundraising.
Risks / Friction
Unclear Distribution Strategy — No secured retail or wholesale velocity data; partnerships remain conceptual.
Sales Decline Trend — 2025 projected revenue decrease signals weak demand validation or forecasting inconsistencies.
Operational Fragility — Scaling the steam-dry hybrid process requires capital and expertise not yet in place.
Financial Instability — Thin runway and unclear unit economics create investor uncertainty.
Overextension Risk — Ambitious retail goals (605 colleges) lack infrastructure or proof of concept.
At Rif Care we focus on providing safe and non hormone disrupting menstrual care solutions. We are a 100% BIPOC women owned small business. Every purchase of Rif Care helps our mission of lowering our carbon footprint, and donating products to women who have experienced homelessness or domestic violence. We are making a difference for women everywhere, one period at a time.
17
Rif Care
77%
-
Match %: 77%
Readiness Score: 72%
Cohort Acceptance: ✅ Conditional Accept
Why Accept
First hemp-based feminine care brand pioneering true material innovation in a $43B market.
Founder-led with strong mission alignment, celebrity backing (Ashley Graham), and retail traction (270 doors, $22–24 PSW).
Excellent unit economics (45% margin, 5.9× LTV/CAC) and clear scalability into conventional retail.
High mentor leverage across operations, finance, and brand-building tracks for rapid growth.
Risks / Friction
Unvalidated Retail Velocity: Retail presence strong, but turn and repeat data limited.
Fundraising Pressure: Short runway; requires capital to execute full GTM.
Ops + Supply Chain Fragility: Currently lean team; complexity increases at scale.
GTM Structure Unclear: Lacks layered strategy for big box or mass retail.
Limited Financial Rigor: Metrics like CAC, LTV, contribution margin underdeveloped.
Natural medical grade skincare using a new active, banana sap, to improve skin health and appearance without harsh actives.
18
Tano Skincare
69%
-
Match %: 69%
Readiness Score: 65%
Cohort Acceptance: 🟡 Watchlist
Insights
Founder-led, veteran-built brand with credible science-backed differentiation.
Patent-pending banana sap active supported by invitro and genetic validation data.
Exceptionally high margins (85%) and early DTC traction (46% repeat rate, 35% MoM growth).
Strong mentor fit for Finance, Operations, and Marketing tracks.
Risks / Friction
Limited revenue history ($43K since launch) and no disclosed runway or CAC/LTV metrics.
Retail velocity untested; company below SKU’s minimum revenue range.
Execution and data transparency gaps create uncertainty for accelerator readiness.
Requires 6–12 months of operating history before program participation would deliver full value.
Señor Mango is a mango-based company from Mexico, made with love, that celebrates the rich flavor and heritage of Kent mangoes through delicious dried mango snacks with an innovative, fun, and authentically nostalgic twist.
19
Senor Mango
76%
-
Match %: 76% (Moderate)
Readiness Score: 71% (Early Scaling)
Cohort Acceptance: 🟡 Watchlist/Conditional Accept
Why Accept
Women-led, culturally rooted brand with strong authenticity and family-farm heritage.
Premium Kent mango sourcing with flavor-forward innovation and early Erewhon traction.
Demonstrated retail validation through specialty placements and high demo velocities (~80 PSW).
High mentor leverage in Operations, Finance, and Brand Storytelling tracks.
Risks / Friction
Missing key financial disclosures: CAC/LTV, runway, and retailer velocity documentation.
Limited DTC traction and undefined trade-spend discipline.
Margin compression risk from packaging and commodity cost volatility.
Requires stronger financial systems and unit economics before accelerator participation.
BEJOU
Skincare for sensitive skin and hyperpigmentation
LYX
Gatorade for dogs
RINGA holistic hydration
Consciously crafted, plant-powered holistic hydration inspired by one of nature's most nutrient-dense and climate-friendly plants - Moringa.
Almond Delight
Almond Delight crafts clean-label, almond-based spreads and cheeses that are dairy-free, gluten-free, and made without additives—offering a healthier, indulgent alternative for conscious eaters.
Keya's Snacks
Built on Flavor, backed by culture - Leveraging heritage on beloved American snacks - Potato Chips!
CANE'D
CANE'D is the first ready-to-drink sugarcane juice, created to meet the growing demand for natural hydration and clean energy, cold-pressed with no added sugar or preservatives, it’s a globally loved, low-glycemic beverage rich in antioxidants and electrolytes—offering a healthy, refreshing alternative to sugary or artificially sweetened drinks.
Fuel Nutrition
Fuel Multi Collagen is a good-for-you advanced beauty and wellness supplement formulated to support regenerative beauty from within. With 11 clinically studied ingredients—including Multi-Collagen peptides, Biotin, Resveratrol, Hyaluronic Acid, Digestive Enzymes (5B CFU), Vitamin C, Vitamin B3, B5, B6 Complex, L-Theanine, and Tremella Mushroom—this supplement is designed to enhance skin hydration, hair and nail strength, gut health, and stress resilience.
Savir Foods
Peruvian-inspired sauces and marinades that’ll tantalize your taste buds!
Spade
Spade offers a line of healthy sodas made with all-natural ingredients, zero sugar, and electrolytes for a delicious, guilt-free experience.
The Conscious Bar
Date-sweetened chocolate bars made with real ingredients
The Functional Chocolate Company
The Functional Chocolate Company offers naturally vegan and gluten free, decadent dark chocolate paired with a blend of condition-specific nutraceuticals - vitamins, minerals, botanicals and amino acids, to help address a variety of everyday health realities for all members of the family - from sleep to energy, stress to focus and much more.
WithLove, LLC
WithLove is a family health, wellness, and nutrition company with a mission of creating harmony in the home has created the first clean 3-in-1 animal-based protein powder with probiotics and methylated multivitamins
18 Chestnuts Soups
18 Chestnuts soups are premium, plant-based, gluten-free meals crafted with clean ingredients, chef-driven recipes, and packaged sustainably in glass jars.
Lotza
Lotza is a modern, sparkling twist on classic party punch—low-sugar, all-natural, and intentionally non-alcoholic, crafted with adaptogens and antioxidants to elevate celebrations and support next-day recovery.
Nebula Snacks
Nebula crafts luxurious, non-glycemic chocolate bites, made with organic dark chocolate, sourced from the Dominican Republic, and filled with outta-this-world delicious flavors that boost taste buds, not blood sugar.
Primi Foods Co.
Premium Rapid-Cook Pasta in a cup
Rif Care
At Rif Care, we focus on providing safe and non-hormone-disrupting menstrual care solutions. We are a 100% BIPOC women-owned small business. Every purchase of Rif Care helps our mission of lowering our carbon footprint and donating products to women who have experienced homelessness or domestic violence. We are making a difference for women everywhere, one period at a time.
Tano Skincare
Natural medical-grade skincare uses a new active, banana sap, to improve skin health and appearance without harsh actives.
Senor Mango
Señor Mango is a mango-based company from Mexico, made with love, that celebrates the rich flavor and heritage of Kent mangoes through delicious dried mango snacks with an innovative, fun, and authentically nostalgic twist.