Who We Are

Why 'Novel'?

We chose the name Novel because it reflects our commitment to uncovering opportunities and creating groundbreaking solutions. Just like a great story, we strive to craft ideas that captivate, inspire, and leave a lasting impact on the market.

At our core, we understand what it takes to succeed in today’s competitive landscape because we’ve been there. With decades of CPG expertise, proven success in acquisitions, and a track record of innovative, market-defining solutions, we bring a unique blend of hands-on experience and forward-thinking strategies. Whether you're navigating risks, seeking partners, or striving to stand out in a crowded market, we offer a one-stop-shop to simplify the process, save time, and deliver results.

What sets us apart is our passion for tackling new challenges and creating groundbreaking products that fill untapped market gaps—ones consumers didn’t even know they needed. When the industry zigs, we zag, forging bold paths where others hesitate. As trailblazers, we thrive on redefining standards and helping your brand lead the way with visionary solutions.

Principal

Our team, along with our network of trusted external service providers, is led by our principal, Josh Winzelberg. A 14-year veteran of the spirits industry, Josh developed and launched a premium French vodka brand that grew to acquisition through game-changing innovation. Beyond his own success, he has provided invaluable insights and strategic guidance to CPG companies across industries, helping them captivate consumers and disrupt markets. As an expert in calculated risk, Josh is deeply committed to equipping entrepreneurs with the support they need to launch, scale, and pivot groundbreaking ventures.

Values

  • Novelty

    We are driven by curiosity and creativity, delivering innovative solutions that push boundaries and redefine industry standards.

  • Integrity

    We operate with transparency and honesty, fostering strong partnerships and delivering on commitments with excellence.

  • Authenticity

    We craft products and strategies that reflect genuine purpose, ensuring alignment with brand values and consumer trust.

Mission

Our mission is to create innovative, game-changing products that stand out in the marketplace and serve consumers. By filling gaps in everyday lives, we deliver solutions that excite and make a meaningful impact.

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