Bridging the gap between ideas and
swift execution in pet and natural CPG
The road to a product launch is long, winding, and full of potholes. We help you navigate it with speed and ease.
We help pet food and natural CPG brands develop innovative, market-ready products with warp speed and laser-like focus. We step in as an extension of your team to spark fresh ideas, refine existing products, and bring innovation to life. No fluff, no branded processes—just smart, strategic execution that gets your from sketch to shelf.
Do any of these challenges sound familiar?
When your team is strapped, processes are lacking, and execution seems overwhelming, that’s a sure sign you need Curious & Co.
Innovation keeps getting pushed aside
Your marketing team is stretched thin, with brand building and consumer acquisition taking priority. New product development gets pushed to the margins, even though it's key to growth.
Too many disconnected specialists
You've hired formulators or packaging designers, but the pieces aren't quite fitting together. Without someone connecting all the dots, you're getting stuck in a frustrating maze of technical challenges.
Ideas without a clear path
You have plenty of product ideas, but lack the roadmap to organize them and the expertise to determine which ones are worth pursuing first.
Investment or acquisition pressure
You need a compelling innovation pipeline to fuel next-stage investment or acquisition, but don't have the bandwidth to build it yourself.
Cost and margin challenges
Ingredient selection, operational efficiency, minimum order quantities, and forecasting are creating budget and timeline headaches that slow your go-to-market strategy.
Moving too slowly
Innovations are getting delayed by operational hurdles, competing priorities, and lack of clear processes. Meanwhile, market opportunities are slipping past.
Curious & Co. works with brands and people who are as authentic and passionate as they are successful.
Our services
Innovation Strategy &
Pipeline
Building a strategic roadmap for new products that aligns with your brand vision, market opportunities, and operational capabilities.
• Pipeline Development
• Innovation Ideation Workshops
• StageGate Process Development
• Competitive Landscape Analysis
Product Development & Commercialization
Taking your product from concept to shelf with expertise in formulation, packaging, regulatory compliance, and co-manufacturer relationships.
• Formulation Support & Management
• Packaging Design & Printing Management
• Regulatory & Compliance Management
• Co-Pack Partner Identification
Consumer &
Pet Insights
Validating product concepts with targeted research methodologies that ensure your innovations resonate with pet parents and their companions.
• New Product Concept Testing
• In-Home Use Testing
• Palatability & Nutritional Testing
• Product Pricing & Profit Strategy
ABOUT OUR FOUNDER
Meet Catherine McCarthy
Fueled by curiosity and a get-it-done attitude, I've spent 25 years turning insights into market-winning products that build strong brands. I founded Curious & Co. to bring a nimble, straight-up approach to innovation, helping both startups and scaling brands cut through complexity, move fast, and launch smarter.
As a Swiss Army knife in pet CPG, I'm a global pet food expert with deep experience in R&D, consumer insights, packaging design, regulatory, operations and sales channel needs.
Before launching Curious & Co., I helped major manufacturers develop 300+ SKUs worth over $300M, blending consumer insights, product development, brand strategy, and commercialization—especially in fast-paced, investor-backed environments where agility is everything.
I get the challenges brands face—lean teams, tight budgets, supplier headaches—and know how to make things happen.
“Without curiosity, there is no innovation.
Without innovation, there is no growth.”
What makes Curious & Co. different
Most consulting firms either deliver strategy documents that sit on a shelf, or they're highly specialized in just one area. We bring something different. We serve as your innovation hub, connecting all the specialized spokes of product development.
• We know how every aspect of pet food development works together
• We can anticipate challenges before they derail your timeline because we’ve lived them
• We have a vetted network of specialists ready to deploy
• We care about your product's success like it's our own
The result? A smoother, more efficient development process that gets products to market faster—without sacrificing quality or profitability.
Brands we’ve helped build
How we can work together
At Curious & Co., we don’t just consult.
We strategize, integrate, and then move fast to get things done!
Have a clear need but lack the time or resources? We can jump in to execute, problem-solve, and deliver results—so you can keep moving forward with your other “not Innovation” urgencies.
Whether you need temporary leadership or extra hands on deck, we can seamlessly step in to support your team until you’re fully staffed or navigate a phase.
Need a fresh perspective or expert advice on a challenge? We offer hourly consulting to provide strategic insights and get done what is needed in the moment.
Ready to get curious together?
Schedule a free discovery call to talk about your project.