Send us a text

In this episode of Shelf Talks, I’m joined by Scout Brisson — co-founder of functional cookie dough brand Deux and current CEO of De Soi, the non-alcoholic apéritif brand co-founded with Katy Perry.

Scout takes us inside her journey from management consulting to leading not one, but two standout brands in the crowded world of CPG. We dive into the real behind-the-scenes of building product-market fit, pitching to skeptical retailers, and standing out in a category that didn’t even exist yet.

You’ll hear:
- Why packaging and pricing can make or break your shelf success
- The importance of forecasting, iteration, and customer feedback
And her strategy for getting De Soi into stores, menus, and the hands of consumers — without relying solely on digital

Plus, Scout shares honest reflections on founder pressure, what it’s really like to lead a celebrity-backed brand, and how she's staying focused on building smart, sustainable growth.

Whether you’re launching your first product or looking to scale into retail, this episode is full of golden insights and founder wisdom you don’t want to miss.

Press play and get ready to take notes!

Chapters
00:00 The Journey of a Female Founder
03:43 Launching Dough During COVID
06:47 Building a Brand Identity
08:09 Transitioning to CEO of De Soi
10:18 Navigating Retail Challenges
12:13 Convincing Retailers to Stock New Products
14:20 Adapting Pricing Strategies
16:17 Aha Moments in Packaging
20:22 Learning from Customer Feedback
21:57 Strategies for Brand Growth
25:17 Key Events for Brand Awareness
27:19 Differentiating in a Crowded Market
29:52 The Importance of Iteration in Product Development
30:56 Manufacturing Challenges and Inventory Management
33:47 Forecasting and Inventory Strategies
36:21 Driving Consumer Awareness in Retail
39:10 Measuring Marketing Effectiveness
42:35 The Value of Exclusivity in Retail Partnerships
46:03 Future Vision for DeSois and Product Innovation
De Soi Website: https://drinkdesoi.com/De Soi Instagram: https://www.instagram.com/drinkdesoiScout's LinkedIn: https://www.linkedin.com/in/scout-brisson-558674121

Support the show

How to Follow Shelf Talks Podcast on social:
Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast
Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected]
Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book