In today’s rapidly evolving consumer packaged goods (CPG) landscape, digital transformation is no longer optional—it is essential. Keychain, a New York–based startup, is reshaping the CPG manufacturing ecosystem by leveraging artificial intelligence (AI) and data-driven technology to enhance supply chain transparency and efficiency. With an extensive network of over 30,000 manufacturers and growing support from high-profile investors, Keychain is emerging as a critical platform for brands, retailers, and manufacturers navigating an increasingly complex global market.
Expanding Beyond Search and Discovery
Since its inception, Keychain has focused on improving transparency in the U.S. CPG manufacturing sector by enabling companies to quickly connect with reliable manufacturing partners. Recently, the company announced an expansion of its AI platform capabilities beyond search and discovery. With a fresh $5 million investment from Bright Pixel Capital, the venture arm of European retailer Sonae, Keychain is now incorporating new packaging and ingredients sourcing products into its platform.
Oisin Hanrahan, co-founder and CEO of Keychain, explained that this expansion is a key step toward broadening the platform’s geographical reach and functionality. The new tools will help brands streamline the process of sourcing not only packaging materials but also the raw ingredients required for their products. By integrating these additional features, Keychain aims to reduce the complexity and time involved in securing quality suppliers—a critical factor for companies looking to maintain competitive advantage in an increasingly volatile market.
Addressing Global Supply Chain Uncertainty
Recent geopolitical shifts and trade policy uncertainties have put additional pressure on the CPG industry. With potential tariffs looming—ranging from President Elect proposals of 10-20% on all imported goods, with specific targets like China, to more focused pressures on Canada and Mexico—companies are rethinking their supply chain strategies. Keychain has seen an uptick in activity on its platform as firms evaluate domestic manufacturing options to de-risk their operations.
One illustrative scenario involves a popcorn company that sources corn kernels from the United States while importing seasoning from overseas. As tariffs threaten to erode cost advantages, companies are forced to reconsider whether their existing supply chains remain viable. By using Keychain’s AI-powered insights, firms can model different sourcing scenarios to determine the tipping point where domestic production becomes more cost-effective than international sourcing. This capability is particularly valuable in an era where market volatility is the new norm, and the risk of being caught off guard can have significant repercussions.
A Data-Driven Approach to Manufacturing
Traditional methods of finding reliable manufacturers—attending trade shows, engaging brokers, and making multiple factory visits—are both time-consuming and resource-intensive. Keychain is turning this process on its head with its innovative, AI-driven platform. Companies simply input their specific criteria, such as product type, production capacity, and geographic preferences, and the platform generates a curated list of vetted manufacturers that meet those requirements.
Beyond matching suppliers, Keychain’s platform offers analytical insights into market trends and competitor activities. This data-driven approach empowers brands to negotiate better terms, ensure compliance with industry standards, and ultimately make more informed decisions. By reducing the friction inherent in traditional sourcing methods, Keychain enables companies to accelerate product development cycles while minimizing operational risks.
Investor Confidence and Industry Validation
Keychain’s success is underscored by its robust fundraising history and the confidence shown by both venture capital firms and established CPG companies. The startup has raised a total of $38 million since November 2023, including $18 million in seed funding in 2023 and an additional $15 million in Series A funding in 2024. Investors such as BoxGroup, Lightspeed Venture Partners, and SV Angel have backed the company, along with strategic investments from industry giants like General Mills, The Hershey Co., and Schreiber Foods.
Manuel Queiroz, director at Bright Pixel Capital, highlighted the platform’s potential to modernize the global supply chain. This strong endorsement from prominent players in the industry not only validates Keychain’s innovative approach but also positions the company to expand its offerings internationally, addressing the challenges faced by CPG manufacturers worldwide.
The Future of AI in CPG Manufacturing
The integration of AI, automation, and real-time data analytics into manufacturing is rapidly transforming the CPG industry. Keychain stands at the forefront of this transformation by converting traditional, fragmented sourcing processes into streamlined, technology-driven operations. As companies continue to navigate challenges—from tariff uncertainties and geopolitical tensions to supply chain disruptions caused by natural disasters and pandemics—the ability to respond quickly and efficiently becomes a key differentiator.
Looking ahead, Keychain’s expanding suite of tools is expected to drive broader changes across the industry. Enhanced transparency in sourcing could lead to more sustainable practices, improved quality control, and stronger resilience in the face of global supply chain shocks. As brands gain access to real-time insights, they are better positioned to optimize costs and reduce the risks associated with overreliance on a single supplier.
Final Thoughts
Keychain is setting a new standard in the CPG manufacturing space by harnessing the power of AI and data analytics to create a more transparent and efficient supply chain ecosystem. With strategic investments fueling its expansion and a commitment to continuous innovation, the startup is not only simplifying the process of finding and vetting manufacturers but also empowering brands to navigate an increasingly unpredictable global market.
In a world where every decision can have significant operational impacts, Keychain’s platform offers a much-needed solution that bridges the gap between technology and traditional manufacturing. As the company continues to expand its services and reach new markets, it is poised to become an indispensable partner for brands looking to secure a competitive edge in the dynamic CPG industry.
