Liquid Death Incubator James Hicks: How to Create Successful CPG Brands

When snacking meets gaming, it becomes a fun, competitive experience that engages consumers from children to grown-ups. This is Final Boss Sour, a bold new entry in the snacking world and GFR's latest portfolio company.

James Hicks, the creator of Final Boss Sour, is the Managing Director of Science Inc. In the fast-paced world of consumer packaged goods (CPG), few leaders stand out quite like James Hicks. He has over 12 years of experience working with startups and growth sector businesses — serving as a co-founder and managing over 10 businesses across e-commerce, marketplaces, and mobile, including brands like Liquid Death. Over the last four years, James has helped brands raise over $150M from top-tier VCs. 

James Hicks, Managing Director of Science Inc., Co-Founder of Final Boss Sour

Known for his knack for innovation and brand-building, James recently channeled his expertise into creating Final Boss Sour. The company crafts incredibly sour treats using real dried fruit. Eliminating artificial ingredients and artificial colors, Final Boss Sour takes pride in providing an uncompromised snacking experience that delivers all the flavor without guilt.

In this interview, James shares his journey in building Final Boss Sour, the lessons he's learned from working with disruptive CPG brands like Liquid Death, and how he’s navigating the challenges of a competitive industry.

Creating the brand of Final Boss Sour

- Final Boss Sour has a unique and edgy brand identity. How did you conceptualize the branding for this product, and what were the key influences behind its aesthetic and messaging?

While creating and testing the product, we realized everyone had different tolerances for sour.  We also realized that we could intensify the sourness of our products in different “levels” to appeal to customers across the spectrum. What came of this was people challenging each other to go up levels and bragging about what levels they could handle. It all very much felt like a video game.

So, we went super deep into retro video games.  I hired a talented group of video game developers to help me create the characters and the levels to go with each product.  The main message behind the branding is to channel childhood energy around challenge and playfulness.

Some of Final Boss Sour's video game characters

- Who is Final Boss Sour’s target audience, and how did you identify and connect with this target market?

Our target is people who love sour. This target comes from several demographics and markets. Parents and kids can both relate and geek out to the competition and humor of it all, and I think most people would choose to eat clean vs ultra-processed.  What we end up with is an eclectic group of “sourheads” who want to have fun and embrace the challenge.

Product image on the Final Boss Sour website

- Given your experience with brands like Liquid Death and others, what lessons did you bring to the table when creating Final Boss Sour?

So many. But when it comes to branding, I think my biggest takeaway from Liquid Death is to approach every touchpoint or communication in your own authentic way.  If there are some channels, tactics, products, or trends that are working for other brands, we see if we can do it the Final Boss way.  And if not, we don’t do it, and we create a path that does work for us.

- How important is storytelling in the branding process for CPG products like Final Boss Sour, and how did you integrate storytelling into its brand identity?

For us it's paramount. While our products themselves are unique and we are the first to approach sour snacking in this way, we don’t own any meaningful IP to protect others from copying us. So with socials and storytelling, we want to leave an impression in our way, so that we will be synonymous with natural sour snacking and any newcomer will have to operate in our shadow.

Final Boss Sour's TikTok profile

Branding and storytelling in the CPG industry

- What trends in the CPG industry are you most excited about, and how do you see these trends influencing future investment and product incubation at Science?

In food and beverage, we are very bullish on the “better for you” space. We believe consumers are looking for clean-label products that taste amazing. If you focus on better for you versus performance or weight loss, you can unlock the winning formula of being both better tasting and better for you than legacy brands.  Final Boss Sour operates in this space.

- What advice would you give to entrepreneurs looking to break into the CPG industry, particularly when it comes to creating a brand that resonates with consumers?

Make it personal. There are some talented marketers out there who can create authentic brands that resonate with consumers who aren’t like themselves. Most entrepreneurs can’t, and I’m pretty sure I can’t either. So your best bet is to make your brand an extension of yourself, otherwise you risk coming off as inauthentic.

- How do you balance innovation with consumer expectations in the CPG space, especially when introducing a new product like Final Boss Sour?

Good question! A good tactic might be to add elements of familiarity to the innovative product. For example, at Final Boss Sour, our products are innovative, but they are packaged and branded using familiar nostalgic elements to which most can relate. It makes early adoption easier to swallow, pun intended.

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