Nosh Live Winter 2025 went beyond just another industry event. It created a focused environment for founders to show how passionate and knowledgeable they are about their product, their path to sell-through, and their readiness for retail. The pitch slam highlighted all of that his year.
This time, the lineup shifted last minute.
A contestant dropped, and one of our recent Pitch to PO student, Natasha Brao, founder of Shooka, was called in with less than 24 hours notice.
Most founders would have panicked or missed the opportunity altogether. Natasha didn’t.
Even with so little notice and while other had months to prepare, she walked into that room like she earned her spot, and she absolutely did.
The hosts and judges commented on how impressive her pitch was as well.
Although she didn’t take home the trophy, she definitely stood out.
A deeper look into Shooka:
Since Natasha was not originally scheduled to pitch, she took a rough draft and turned it into a clean, confident pitch in a single day.
Her pitch carried its own strength and represented a product with a very different but equally meaningful identity.
Shooka’s shakshuka sauce is vegan, gluten-free, dairy-free, and chosen to honor the traditional base without watering it down.
It is Mediterranean comfort made easy-to-use on any weekday. It’s available through specialty food retailers like Popup Grocer, carried in curated pantry assortments, and growing steadily through channels that value story-driven products.
Natasha’s pitch added to that story.
Now let's talk about the winner of the pitch slam, Rotten.
Rotten is building candy on their own terms and they know exactly who they are creating it for.
- They made candy for people who like candy, but with 60 percent less sugar, no sugar alcohols, no artificial dyes, and a formulation that uses allulose, natural sweeteners, and prebiotic fiber.
- The branding is instantly recognizable. Bold colors, a slightly weird, nostalgic feel, and a 90s-cartoon vibe make it stand out on shelf and feel true to the product.
- Rotten is also moving beyond online sales. They’re showing up in retail, convenience sets, and nontraditional placements.
Their pitch clearly reflected that. It was direct, confident, and easy to understand. There was no confusion about what Rotten is or why the product deserves space on a shelf. They’ve also nailed the sense of FOMO around the brand, which is a big reason people are drawn to it and why shoppers keep paying attention.
We also want to talk about OH So Easy.
One of the most impressive things about these founders is how intentionally they’re building the brand. They only launched about a month ago, but they’re already laying really smart groundwork.
Another thing that we love is their social media strategy.
They’re educating customers while building early DTC traction, which shows real demand and makes the product easier to understand once it shows up on shelf.
That early momentum goes a long way when retail conversations start happening.
The baking aisle also hasn’t seen meaningful innovation in years, and there’s a lot of opportunity there. They’re tapping into nostalgia while layering in emerging trends and international flavors in a way that feels thoughtful and current.
There’s a lot to be excited about with this brand.
Being named a finalist this early speaks volumes, and it makes sense given how intentionally they’re building the brand around real routines, real people, and thoughtful ingredients and flavors.
What Founders Can Learn From This Pitch Slam
Watch the replay as if you are studying for something.
Pay attention to:
- How founders explain their differentiation
- What buyers respond to versus what they ignore
- Questions each brand received
- How was the founders’ pacing, their slides, their materials
- How well founders understand their velocity and key metrics
Every pitch offers something to learn.
One thing to note, opportunities don’t usually show up when it’s convenient. If you want to be ready for opportunities when they come, your pitch needs to be built ahead of time.
A Moment For Nosh
Nosh continues to create a space that is valuable for the industry.
If you are serious about building a CPG brand, understanding retail, improving velocity, and showing up strong in buyer meetings, this is an event worth following and studying.
Watch the replay. Study the pitches. Then tighten your own.
Congratulations again to everyone who had the courage to get on stage. Even if you didn’t win, you never know who’s watching and what opportunities open up.
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