# Advice Line with Lara Merriken of LÄRABAR

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-10-17
- Length: 50m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-17-advice-line-with-lara-merriken-of-larabar

## Summary

Lara Merriken, founder of LÄRABAR and co-founder of Anther, joins Guy Raz to advise three early-stage founders on scaling, retail strategy, and fundraising. Alison Rep of Joy Breeders seeks advice on maintaining brand authenticity while expanding into larger retail channels, with Lara and Guy suggesting she focus on product stability and specific retail placement rather than abstract brand values. Mariano Questam of Maax Brands struggles to enter major retail buyers' doors with his caffeinated gum, receiving advice to clarify his product's value proposition and target specific user tribes like athletes. Finally, Lauretta Nakocha of Lauretta British Ginger T asks how to fundraise as a solo founder, with suggestions to leverage her storytelling through crowdfunding and direct community asks.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-17-advice-line-with-lara-merriken-of-larabar#t=0) Introduction: Lara Merriken and the Advice Line Format
- [5:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-17-advice-line-with-lara-merriken-of-larabar#t=334) Alison Rep of Joy Breeders: Scaling Body Care with Authenticity
- [21:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-17-advice-line-with-lara-merriken-of-larabar#t=1290) Mariano Questam of Maax Brands: Retail Placement and Caffeinated Gum
- [34:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-17-advice-line-with-lara-merriken-of-larabar#t=2070) Lauretta Nakocha of Lauretta British Ginger T: Fundraising as a Solo Founder
- [47:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-17-advice-line-with-lara-merriken-of-larabar#t=2858) Lara Merriken's New Venture: Anther Coaching Service

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)

## Most relevant to

founders before launch, early-stage companies

## Mentioned

- LÄRABAR (product)
- Joy Breeders (company)
- Maax Brands (company)
- Lauretta British Ginger T (company)
- Anther (company)
- General Mills (company)
- Whole Foods (company)
- Max Caffeine Gum (product)
- Max Caffeine Mint (product)
- Lucky's (company)
- Neiman Marcus (company)
- Nordstrom (company)
- Spanx (company)
- Sun bum (company)
- GNC (company)
- Starbucks (company)
- Expo East (other)
- Utopia now (other)
- Kickstarter (other)

## Related episodes from other shows

- [How to Ask Someone to Invest in Your CPG Brand, with Fave's Ryan Raish](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-10-10-how-to-ask-someone-to-invest-in-your-cpg-brand-with-faves-ryan-raish) (The Startup CPG Podcast)
- [#252 - The Rise of Laurel's Coffee: Whole Foods, Wegmans & 1,800 Target Stores in Two Years](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-09-252-the-rise-of-laurels-coffee-whole-foods-wegmans-1-800-target-stores-in-two-ye) (The Startup CPG Podcast)
- [Founder + Funder: Fundraising, Retail Growth, and Building a Modern Hydration Brand with Alex Michaelsen of Leisure Hydration and Ryan Springer of Midnight](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-27-founder-funder-fundraising-retail-growth-and-building-a-modern-hydration-brand-w) (The Startup CPG Podcast)
- [#100 Toasting to 100 Episodes of The Startup CPG Podcast with Our Favorite Moments](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-07-25-100-toasting-to-100-episodes-of-the-startup-cpg-podcast-with-our-favorite-moment) (The Startup CPG Podcast)
- [Founder Feature: Erica Groussman of Trubar](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-05-founder-feature-erica-groussman-of-trubar) (The Startup CPG Podcast)

## Citing this page

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