{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Startup CPG Podcast","title":"Founder Feature: Reinventing Honey Through Design, Packaging, and Consumer Psychology with Noah Phillips of Honey Department","html":"","width":"100%","height":180,"duration":1645,"description":"\nHoney is one of the world's oldest pantry staples—yet it's also one of the least changed. After years working in branding and design, Noah Phillips couldn't stop wondering why consumers were still buying honey from the same bear-shaped bottle they'd seen for decades. That question became Honey Department, a brand using thoughtful packaging, premium ingredients, and consumer psychology to rethink how people buy, use, and even talk about honey.\n\nIn this episode of Founder Feature, Startup CPG Managing Editor Caitlin Bricker sits down with Noah Phillips, Founder of Honey Department, to discuss how a simple observation turned into one of the most talked-about emerging food brands of the year.\n\nGrowing up with a father who kept bees as a hobby, Noah always appreciated great honey. But it wasn't until he was asked to design labels for his dad's honey that he began questioning why the category had barely evolved. While nearly every consumer product has embraced modern branding and better user experiences, honey remained stuck in the same jars and squeeze bears consumers have known for generations.\n\nDrawing on his background in advertising, industrial design, and branding, Noah set out to create a product that was just as enjoyable to use as it was to look at. The result was Honey Department: 100% raw thick honey packaged in an aluminum tube that encourages consumers to keep honey on the counter instead of hidden away in the pantry.\n\nNoah shares how packaging can fundamentally change consumer behavior, why creamed honey creates a better everyday experience, and the challenges of sourcing authentic raw honey in a market where adulterated products have become increasingly common. He also discusses launching as a self-funded founder, why he intentionally avoided the traditional honey aisle, and how thoughtful design has helped Honey Department stand out in an established category.\n\nListen in as they cover:\n\n• How Noah's background in advertising and design inspired Honey...","thumbnail_url":"https://img.transistorcdn.com/pMuUaMpWaAi3tfCEgC2OkLBVzokuLjLsIzwDIbGFqi4/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hMTFl/MTgxNTNlZTAwZjU1/ZmNmNWM1ZjkwMDg5/NTU4MS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}