# Advice Line with Lara Merriken of LÄRABAR (October 2024)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-01-09
- Length: 50m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-09-advice-line-with-lara-merriken-of-larabar-october-2024

## Summary

Lara Merriken, founder of LÄRABAR and co-founder of Anther, joins Guy Roz to advise three early-stage founders on scaling, retail strategy, and fundraising. She guides Alison Rep of Joy Breeders on maintaining brand authenticity while expanding into larger retail channels, emphasizing product stability over marketing buzzwords. For Mariano Quest of Maax Brands, she advises on positioning caffeinated gum in the correct retail aisle and clarifying the value proposition. Finally, she encourages Lauretta Nakocha of Loretta's British Ginger Tea to leverage her personal story and charisma to successfully fundraise for shelf-stable formulation.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-09-advice-line-with-lara-merriken-of-larabar-october-2024#t=0) Introduction: Lara Merriken and the Advice Line Format
- [3:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-09-advice-line-with-lara-merriken-of-larabar-october-2024#t=188) Lara Merriken's Origin Story and Early Career Advice
- [5:41](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-09-advice-line-with-lara-merriken-of-larabar-october-2024#t=341) Alison Rep of Joy Breeders: Scaling Authenticity and Retail Placement
- [21:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-09-advice-line-with-lara-merriken-of-larabar-october-2024#t=1298) Mariano Quest of Maax Brands: Caffeinated Gum Positioning and Retail Strategy
- [34:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-09-advice-line-with-lara-merriken-of-larabar-october-2024#t=2078) Lauretta Nakocha of Loretta's British Ginger Tea: Fundraising and Formulation Challenges
- [48:02](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-01-09-advice-line-with-lara-merriken-of-larabar-october-2024#t=2882) 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)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)

## Most relevant to

founders before launch, early-stage companies

## Mentioned

- LÄRABAR (product)
- General Mills (company)
- Joy Breeders (company)
- Maax Brands (company)
- Max Caffeine Gum (product)
- Loretta's British Ginger Tea (company)
- Anther (company)
- Whole Foods (company)
- Walmart (company)
- U.S. Bank (company)

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- [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)
- [#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 + 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)
- [#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 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)

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