FORM / 01
Formula &
positioning
Products built around a specific customer problem—not an ingredient trend.
- Protein & active nutrition
- Zero-sugar & low-carb
- Energy, focus & performance
- Keto-friendly functional foods
Start a project Next-generation CPG formulation
Made to
launch.
Built to sell.
We formulate health products that earn attention, repeat purchase, and shelf space—from the first ingredient to the first million in revenue.
- $200M+
- CPG revenue generated
- 80+
- Products & formulas
- 20+ yrs
- Building what sells
FORMULA / 01HIGH-PROTEIN
ACTIVE BRIEFZERO SUGAR · CLEAN LABEL
Built across the active-nutrition shelf
Protein powders•Functional foods•Bars & snacks•Supplements•Energy & focus
What we build
One partner.
Every shelf-critical decision.
Bring us a sketch, a stuck SKU, or a fully formed brief. We connect formulation to the commercial system around it.
Formula &
SOURCE / 02
Source &
produce
Ingredient, manufacturer, and margin decisions made for real-world scale.
- Ingredient sourcing
- Co-manufacturer selection
- COGS & margin architecture
- Quality and scale readiness
BRAND / 03
Brand &
package
A sharp identity that makes the product easier to understand and harder to ignore.
- Product naming & concepts
- Logo and packaging systems
- Claims hierarchy
- Product photography & content
LAUNCH / 04AMAZON · SHOPIFY · RETAIL
The NXT difference
Good ingredients are not a business model.
We make every choice—from taste and texture to pack count and PDP—work together to create demand, margin, and repeat purchase.
01Desirable
It solves a real customer problem and earns a second purchase.
02Defensible
The formulation and position give competitors something difficult to copy.
03Scalable
Ingredients, production, margins, and channels are designed for growth.
How it moves
From whiteboard
to warehouse.
- 01DISCOVER
Find the commercial opening
Define the customer, use case, claim structure, price point, and reason to choose you.
- 02DEVELOP
Formulate and source it
Build the sensory target, ingredient system, production path, and unit economics together.
- 03DESIGN
Make the shelf story clear
Create naming, identity, packaging, claims, photography, and product pages as one system.
- 04GROW
Launch, learn, and scale
Activate Shopify, Amazon, retail, paid media, and customer feedback without losing the product thesis.
Founder experience
$1M→$30MJulian Bakery annual revenue scale
$200M+Cumulative company revenue
8-FIGURECPG exit completed in 2022
Built by an operator
Heath Squier has been on every side of the launch.
Formulator. Founder. CEO. Growth operator. Heath spent more than two decades turning health-product insight into companies people could actually find, buy, and trust.
At Julian Bakery, he helped scale the business from approximately $1 million to $30 million in annual revenue, developed more than 50 products across bread, granola, protein bars, wraps, powders, and supplements, built Amazon and DTC into an $18 million-plus annualized channel, and led the company through an eight-figure acquisition.
At Joyrise Health, he brought formulation, brand, web, Amazon, lifecycle, and growth under one operating system—building the brand from a blank slate to a seven-figure annual run rate. NXTCPG brings that same full-stack discipline to founders ready to create their next product or fix the one already on shelf.
Review selected work ↗Where we plug in
Start wherever
you are stuck.
“We know the customer. We need the product.”
Concept, competitive opening, formula brief, sourcing, and a credible path to first production.
“The current SKU is not winning.”
Taste, texture, ingredients, claims, price architecture, packaging, or positioning—diagnosed as one commercial system.
“Our brand needs its next revenue line.”
Portfolio mapping and adjacent product development that adds growth without diluting what already works.
“The product is ready. The market is not.”
Packaging, product content, Shopify, Amazon, retail materials, and performance creative through launch.
Start a project
Bring the brief.
We’ll build the rest.
Tell us what you are making, what is not working, or where you want the brand to go. We will reply with the right first conversation.