# Kodiak Cakes: Joel Clark

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2020-12-07
- Length: 1h 14m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark

## Summary

Joel Clark, co-founder of Kodiak Cakes, recounts the 15-year struggle to scale his mother's whole-grain pancake mix from a side hustle into a $200 million brand. He details early distribution challenges, a failed cookie venture, and near-bankruptcy moments, including a $50,000 error from a doubled Safeway promotion. The company's trajectory shifted dramatically after securing a Target account and appearing on Shark Tank, followed by the launch of Power Cakes which capitalized on the high-protein trend.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark#t=0) Introduction: Joel Clark and Kodiak Cakes
- [5:52](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark#t=352) Origins: Mom's Recipe and Early Sales
- [13:04](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark#t=784) Founding: John Starts the Business and Joel Takes Over
- [18:17](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark#t=1097) Early Hustle: Gift Shops and First Grocery Accounts
- [36:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark#t=2181) Scaling: Safeway Deal and the Ben's Cookies Failure
- [42:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark#t=2564) Crisis: 2007 Market Crash and Licensing the Brand
- [49:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark#t=2951) Near Death: The $50,000 Safeway Promotion Error
- [53:53](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark#t=3233) Turnaround: Cameron Smith, Target, and Shark Tank
- [1:04:33](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark#t=3873) Product Innovation: Launching Power Cakes
- [1:07:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-07-kodiak-cakes-joel-clark#t=4035) Growth: Private Equity and $200M Revenue

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Kodiak Cakes (product)
- Safeway (company)
- Target (company)
- Shark Tank (other)
- Power Cakes (product)
- Ben's Cookies (product)
- Aunt Jemima (product)
- Bisquick (product)
- U.S. Bank (company)
- Desert News (company)
- Dan's Grocery (company)
- Smith's (company)
- Albertsons (company)
- QFC (company)
- Mark Cuban (other)
- Kevin O'Leary (other)
- Robert Herjavec (other)

## Related episodes from other shows

- [013: From Kitchen to Amazon, Launching All-Natural Cake Mix for Dogs with Kelly Costello of Puppy Cake](https://hardwarepodcasts.com/podcast/product-startup/2016-07-26-013-from-kitchen-to-amazon-launching-all-natural-cake-mix-for-dogs-with-kelly-co) (Product Startup)
- [Founder Feature: Breanna and Jared Golestani of Kokada](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-14-founder-feature-breanna-and-jared-golestani-of-kokada) (The Startup CPG Podcast)
- [Founder Feature: Ehime Eigbe-Akindele of Sweet Kiwi](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-07-founder-feature-ehime-eigbe-akindele-of-sweet-kiwi) (The Startup CPG Podcast)
- [Founder Feature: Lindsay Hancock of My Better Batch](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-27-founder-feature-lindsay-hancock-of-my-better-batch) (The Startup CPG Podcast)
- [Founder Feature: Katie Lefkowitz of Harken Sweets](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-12-06-founder-feature-katie-lefkowitz-of-harken-sweets) (The Startup CPG Podcast)

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