You don't have a marketing problem.
You have a margin problem.
Most CPG brands don't need more revenue. They need to keep more of what they already earn. Your margin is quietly leaking out through trade spend, retail terms, and cost structure, and you can't fix what you can't see. In 45 minutes, at no cost, we'll show you exactly where yours is going and how to get it back.
Reuben Bell
“Most coaches have advised on a P&L. I've owned one.”
For 25 years I ran the numbers other people only talk about. Trade budgets up to $100M at Johnson & Johnson, direct responsibility for $150M+ at Walmart, then a full P&L as president of a CPG company. I bring that same discipline down to your scale (one warehouse, no finance department, every dollar of growth coming from the business itself).
Read the operator story →Growing revenue isn't the same as keeping profit
You landed the order. You made the shelf. And somehow the bank account never quite reflects the growth. That gap has a name. It's the difference between sell-in (what you ship to retailers) and sell-through (what shoppers actually buy), and it's where trade spend, chargebacks, and freight quietly eat the margin you earned. You can't fix what you can't see. That's where we start.
Four places CPG profit hides
A diagnostic built from real operating results, not theory. We pressure-test the four places CPG profit hides and hand you a quantified plan you can act on. Often we find $50K to $100K in recoverable profit before you've spent a dollar with us.
Pricing and margin
Whether your price and margin structure can carry you into retail without leaking profit.
Trade spend and retail terms
Where trade spend, chargebacks, and retailer terms are quietly compressing what you keep.
Cost structure and COGS
COGS is the all-in cost to make and land your product. We find where it is heavier than it needs to be.
Operating discipline
The systems and decisions that keep margin from slipping as you grow.
Three steps, no guesswork
Book your call
A free 45-minute working session, not a sales pitch.
See your margin map
We show you where profit is leaking and what it is worth.
Choose your path
Take the plan and run with it, or bring us in to help you execute. Either way, you leave with clarity.
Start free. Always.
The track record behind the advice
Professional recommendations
Recommendations of Reuben from his CPG career. Client results coming soon.
Reuben has a natural 'make it better' mindset that truly inspires teams to think differently. He makes the hardest sells seem easy. I call it the 'Reuben Bell effect.'
Surabhi Pokhriyal, Chief Digital Growth Officer & P&L LeaderTremendous passion for his work and fantastic people skills. A high achiever with great energy and attitude. Highly recommended.
David Corbit, Global Strategic Sourcing, The Clorox CompanyA highly personable leader and mentor. His supply chain expertise, guidance, and career mentorship are extremely valuable.
Aistė Srogytė, Senior Amazon Supply Chain AnalystCommon questions
What does Catapult Group do?
Catapult Group helps CPG founders find profit hidden in their trade spend, retail terms, and cost structure, then scale without giving it back, using the Margin Recovery Framework.
Who is it for?
CPG founders in food, beverage, beauty, and wellness: pre-retail, scaling into retail, or bootstrapped and growing lean.
How much does it cost to start?
Nothing. The 45-Minute Margin Discovery Call is free, with no obligation. Paid engagements are quoted individually on the call.
What makes Catapult different?
It is led by Reuben Bell, an operator who has actually run a CPG P&L: 25 years in the industry, trade budgets up to $100M, and a company presidency, not a generalist coach.