25 years building brands for retail.

I’m Mike Lopez, Founder & Principal at MIGHTY CPG.

In my 25 years working agency-side, corporate, and independently across brand positioning, messaging architecture, and creative direction, I’ve noticed one pattern that keeps showing up: founders jump into design, launches, and buyer pitches before their strategic foundation is set.

Under pressure to stand out, they chase trendy visuals or clever claims. Strategy and execution pull apart, forcing the packaging to carry unresolved thinking. They end up in rounds of endless revisions, wasted agency spend, expensive reprints, and a pack that looks good on screen, but fails to convert shoppers on shelf. And if it won’t turn, category managers won’t list it.

MIGHTY CPG exists to fix that. I partner with Better-for-You Food & Beverage founders to sharpen their positioning, messaging, and pack architecture so they can challenge legacy giants, protect pricing power, and drive shelf velocity.

Why Better-For-You Food & Beverage?

BFY founders are taking on larger, better-funded legacy competitors with products that genuinely raise the standard of what our food choices can and should be.

That mission is worth getting right.

It also makes strategic brand work critical. Your positioning has to be undeniable, your packaging has to hold together under retail pressure, and your shelf story has to make sense in seconds.

How I Work with Founders.

Building a CPG brand that wins the shelf, and holds it, is a discipline. I partner with you from initial strategy through to retail-ready execution:

• Positioning: Clarify your core value so you stand apart from category noise.

• Shopper: Lock your exact target buyer profile in that specific aisle.

• Shelf: Build a clear commercial rationale against your direct competitors.

• Pack: Direct the packaging design so visual hierarchy and strategy stay aligned.

You enter buyer conversations backed by a locked strategy, a retail-ready pack, and an undeniable argument for why your product belongs on their shelf.