For many founders, the journey from a lightbulb moment to a permanent spot on a retail shelves is often paved with trial, error, and strategic networking. For CatTongue Grips, that journey began with a slippery smartphone and a piece of abrasive skateboard tape, and has evolved into a set of anti-slip solutions aimed at helping aging-in-place consumers to – in the words of the company’s website – do epic shit. 

And retail buyers are taking notice. At last year’s ECRM Home Health Care Session, CatTongue Grips took the 1st place spot for the Drug Store News Buyers Choice Awards. What’s more, they just closed a deal with Cencora, which distributes to thousands of independent pharmacies, a deal which had its roots in a meeting at that same ECRM Session. 

Indeed, CatTongue Grips is proving that even the simplest concepts – when backed by patented technology and a deep understanding of the end consumer – can disrupt established categories.

I recently spoke with CatTongue Grips’ Co-Founder Matt Kelly and Director of Business Development Scott Sommers to discuss the brand’s origins, its pivot into the aging in place market, and the strategies they used to turn a 10-minute ECRM meeting into a major retail deal with Cencora.

And I bought some Gription Tape for my dad right afterward.

The Origin: Solving a Personal Pain Point

Every great CPG product starts with a problem. For Matt Kelly, that problem was the inherent slipperiness of modern technology. "It was in February of 2015 when the idea came up of putting a grip on the back of the phone," says Kelly. "I really couldn't find anything that worked and thought, well, maybe people could use this in a number of different ways."

The initial prototype was far from the refined product that’s available today. He visited a local skateboard shop and bought a piece of skateboard grip tape, cut out a little piece and put it on the back of his phone, While it was great as far as its grip went, he found that the rough material was tearing up his hands and his jeans, and was very scratchy.

In fact it was this scratchiness that gave Matt’s wife and business partner, Missy Kelly. “She said, ‘You can't have that around here. It feels like a cat tongue and it's going to scratch everything in the house,’" says Kelly.

That observation sparked a two-and-a-half-year mission to develop a non-abrasive, high-quality material that provided the grip of skateboard tape but without the damage.

Identifying the White Space in Home Healthcare

While CatTongue Grips originally launched as a tech accessory for phones and laptops the brand found its true sweet spot by listening to its users. CPG brands looking to scale must remain agile enough to follow the demand, even if it leads them into a completely different direction from where they started.

For CatTongue Grips, that pivot happened when they realized their material was more than just a phone grip – it was also a daily living aid. According to Sommers, a key turning point came from the disability community.

"They had a Paralympian that loved the laptop application because he would put his laptop on his lap when he was wheeling around,” he says. “He came to Matt and Missy and said, 'Listen, I really love this material. There's a million places I'd love to put it. Can you guys get me this stuff on a roll?'"

This request led to the evolution of the product from pre-cut phone grips and laptop pads to versatile rolls. By analyzing thousands of four- and five-star online reviews, the team noticed a recurring theme: people were buying the product for their aging parents.

"The trends about the aging in place market are undeniable," says Sommers. "This is a great place for us to position the product as a valuable solution to make their lives better and as an opportunity for the retailers to better serve their customers."

The Technology: What Sets Gription Apart

CatTongue Grips utilizes a patented high-density polyethylene material that is fundamentally different from the rubber or sandpaper-based grips typically found in DIY sections of stores. Key features that appeal to both retailers and consumers include:

• Non-Abrasive: It won't scratch surfaces or irritate skin.
• Latex-Free & Antimicrobial: Essential for the healthcare and senior living sectors.
• Waterproof & Dishwasher Safe: "The grip’s integrity is perfect after that much use and that much time through a dishwasher," Kelly says, referencing a coffee mug he used for five years with the same grip.
• Grippy, Not Sticky: Unlike adhesives or rubber, it doesn’t pick up hair, lint, or debris.

The 10-Minute Pitch That Led to a Deal

At the ECRM session, CatTongue Grips participated in the 10-minute meetings with buyers, and needed to accomplish several things during that time. Sommers outlines the framework they used to secure their recent retail wins:

"The 10-minute timeline has got to be really tight,” he says. “We wanted to make sure that people knew who we were targeting, what their core problems were. We wanted to make sure that they understood that our technology is unique, it's patented, and is the only one that feels this way."
However, Sommers emphasizes that retailers don't just buy products; they buy partners. To win over a buyer, you must demonstrate that your back-end operations are as solid as your front-end branding. 

"We wanted to provide the buyer with everything they needed to know, not just from their consumer experience perspective, but also from what they're going to experience as a retailer dealing with us as a vendor,” says Sommers. 

This includes emphasizing:

• Scalability: Partnering with large manufacturers to handle orders for 5,000+ store chains.
• Supply Chain Reliability: Products made in the USA with UK-sourced materials.
• Diversity: Being a woman-owned business, which helps retailers meet their diversified supplier goals.

Marketing Beyond the Shelf: Driving Velocity

Getting onto the shelf is only half the battle; staying there requires driving consumer demand, and buyers also want to know how a brand will drive velocity. Fortunately, CatTongue Grips has leveraged the vast amount of user-generated content out on social media to drive demand. Because the product is so versatile, customers are constantly discovering new life hacks for CatTongue Grips’ products and sharing them on social media.

"Whether they're home healthcare workers saying, 'Hey, this is a hack I did for one of my clients,' or it's the child of an aging parent, we're seeing lots and lots of that activity online," says Sommers.

During their ECRM meetings, they highlighted several key applications, many of which have come from actual users:

• Wheelchair Security: Replacing scratchy grip tape on footplates so users can go barefoot without slipping or getting injured.
• Kitchen Safety: Using double-sided "Gription Pads" under cutting boards or to provide extra torque when opening one-handed pill bottles.
• Bathroom Fall Prevention: Applying 2-inch wide strips to the bottom of bathtubs and showers.
• Daily Mobility: Wrapping 1-inch rolls around grab bars, walkers, and handrails that become slippery when wet.
• The "Remote Hack": Putting a small piece on the back of a TV remote to prevent it from sliding off a sofa arm—a major pain point for seniors with limited mobility.

To support their retail partners, the brand is also looking toward advanced marketing technologies like Connected TV with geofencing. This allows them to run ads that are only shown to potential customers living near the specific retail locations that carry their products.

"We can actually geotag those specifically to the retailers and the addresses of the retailers that choose to carry our products," Sommers says. "We’re driving demand and we all win together."

Lessons for CPG Brands Seeking Retail Deals

The success of CatTongue Grips serves as a blueprint for other CPG brands looking to break into the retail space. By identifying a clear white space (such as CatTongue Grips’ non-abrasive gripping material), pivoting toward a high-growth demographic (aging in place), and coming to the table with the capability to support growth and drive velocity, they turned a simple idea into a an award-winning product – and a retail deal, with more on the way.

For brands attending upcoming ECRM sessions, the message is clear: Know your consumer, perfect your "retailer-first" pitch, and never underestimate the power of a simple solution to a universal problem.

Watch the full video interview below!

Key Takeaways
CatTongue Grips is a patented, non-abrasive gripping material (made of HDPE) used as a daily living aid.

• Target Market: Originally tech-focused, the brand pivoted to the Aging in Place and disability sectors after identifying high demand for mobility aids.
• Retail Buyer Meeting Strategy: Success at ECRM was driven by a tight, 10-minute pitch focusing on consumer pain points, unique technology, and supply chain scalability.
• Marketing Strategy: Leverages User-Generated Content and plans to use geofenced Connected TV ads to drive foot traffic to specific retail partners.
• Award Winning Products: The brand won the First Place Buyer’s Choice Award at ECRM's Home Health Care session.
• Landed Retail Deal: CatTongue Grips closed a deal with Cencora, which it met with at the ECRM Session