Founder Feature: Bone Broth Tomato Sauce and a New Twist on a Family Recipe- Liana Krasnow, Noodo

About this episode

Liana Krasnow discusses her journey in creating Noodo, a unique tomato sauce made with grass fed bone broth, inspired by her family's traditional recipe.

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Liana Krasnow, founder of Noodo — a tomato sauce made with grass fed bone broth that's redefining what a premium Italian sauce can be. Growing up watching her grandparents harvest tomatoes from their Connecticut garden and make traditional sauce every summer, Liana took that family recipe, removed the wine, added bone broth, and created something entirely new in a saturated category. Liana spent years in pharmaceutical advertising before making the leap to founder life — and she brought that operational rigor with her. From tasting 80 sauces during R&D in her family's commercial kitchen, to navigating label bubbling issues from 205-degree fill temperatures, to landing four retail accounts from a last-minute corner booth at Expo West, Noodo's early story is full of founder lessons worth hearing. Caitlin and Liana dig into the white space hiding in plain sight on the pasta sauce shelf, why Liana walked away from a DTC strategy after 89% of surveyed consumers said they buy sauce on their grocery run, and the unique dual-aisle placement strategy some retailers are already pitching for Noodo. Listen in…

People in this episode

Host: Caitlin Bricker

Guest: Liana Krasnow

Topics covered

• food innovation
• entrepreneurship
• family recipes
• product development
• retail strategy

Keywords

• bone broth
• tomato sauce
• family recipe
• product development
• retail strategy
• Expo West
• entrepreneurship

Mentioned in this episode

Organizations: Noodo

Products: tomato sauce, grass fed bone broth

Places: Connecticut

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