# Lily’s Sweets: Cynthia Tice

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-09-30
- Length: 1h 07m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice

## Summary

Cynthia Tice, founder of Lily’s Sweets, explains how she launched a sugar-free chocolate brand at age 59, leveraging stevia and erythritol to create a product that tasted like traditional chocolate. After securing a national launch at Whole Foods with just four employees, she navigated a costly legal battle with a former partner before partnering with VMG to scale the business. The company was eventually acquired by Hershey’s for $425 million, validating Tice’s prediction that consumers would pay for healthier treats.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice#t=0) Introduction: Cynthia Tice and Lily's Sweets
- [5:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice#t=310) Cynthia's Early Life and Natural Food Store
- [15:31](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice#t=931) Consulting Career and Market Insights
- [20:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice#t=1230) Pivoting from Soda to Stevia Chocolate
- [27:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice#t=1664) Developing the Recipe and Brand Name
- [39:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice#t=2353) Securing the Whole Foods Launch
- [51:04](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice#t=3064) Legal Battle with Former Partner
- [56:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice#t=3389) Scaling with VMG and New Leadership
- [1:03:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-30-lilys-sweets-cynthia-tice#t=3807) Acquisition by Hershey's

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Lily’s Sweets (product)
- Hershey’s (company)
- Whole Foods (company)
- VMG (company)
- Stevia (other)
- Erythritol (other)
- Maltitol (other)

## Related episodes from other shows

- [Founder Feature: Maxi Heidenblut of Häppy Candy](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-04-founder-feature-maxi-heidenblut-of-happy-candy) (The Startup CPG Podcast)
- [Founder Feature: BJ Howard of Wild West Chocolate](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-09-19-founder-feature-bj-howard-of-wild-west-chocolate) (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)
- [Building a Clean-Label Tart Cherry Beverage with No Natural Flavors and No Added Sugar in the Midst of a Booming Ingredient Trend](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-10-building-a-clean-label-tart-cherry-beverage-with-no-natural-flavors-and-no-added) (The Startup CPG Podcast)
- [Founder Feature: Leanne Viola and Jesse Barruch of WHIMS](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-04-founder-feature-leanne-viola-and-jesse-barruch-of-whims) (The Startup CPG Podcast)

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