# Lenny & Larry’s Protein Snacks: Barry Turner

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-02-24
- Length: 1h 04m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-24-lenny-larrys-protein-snacks-barry-turner

## Summary

Barry Turner, co-founder of Lenny & Larry’s, explains how he and Benny Graham pioneered the protein-fortified baked goods market in the 1990s, starting with muffins and later finding success with The Complete Cookie. Turner details the company's evolution from a white-label private label operation for Coffee Bean & Tea Leaf to a branded national retailer, highlighting the critical product design decision to package the cookie to extend its shelf life. He also discusses the business challenges of selling the company twice, including a contentious second sale to Lion Capital that resulted in him losing operational control despite retaining a board seat.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-24-lenny-larrys-protein-snacks-barry-turner#t=0) Introduction: Barry Turner and Lenny & Larry's
- [4:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-24-lenny-larrys-protein-snacks-barry-turner#t=268) Barry Turner's Early Athletic Career and American Gladiators Injury
- [20:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-24-lenny-larrys-protein-snacks-barry-turner#t=1214) The Protein Muffin Idea and Early Formulation Challenges
- [33:53](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-24-lenny-larrys-protein-snacks-barry-turner#t=2033) Private Label Success with Coffee Bean & Tea Leaf
- [45:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-24-lenny-larrys-protein-snacks-barry-turner#t=2705) Buying Back the Company and Launching The Complete Cookie
- [56:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-24-lenny-larrys-protein-snacks-barry-turner#t=3394) Rapid Scaling, Revenue Growth, and Supply Chain Issues
- [58:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-24-lenny-larrys-protein-snacks-barry-turner#t=3499) Sale to Lion Capital and Loss of Control

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

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

## Mentioned

- Lenny & Larry's (company)
- Coffee Bean & Tea Leaf (company)
- Whole Foods (company)
- Lion Capital (company)
- Met-Rx (company)
- GNC (company)
- The Complete Cookie (product)
- American Gladiators (product)

## Related episodes from other shows

- [354 - Beyond the dieline with the incomparable Jake Karls from Mid-Day Squares](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-07-22-354-beyond-the-dieline-with-the-incomparable-jake-karls-from-mid-day-squares) (People of Packaging)
- [Founder Feature: Lindsay Hancock of My Better Batch](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-11-29-founder-feature-lindsay-hancock-of-my-better-batch) (The Startup CPG Podcast)
- [312 - Jason Christensen from Blue Unicorn, the best protein bar on the planet?](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-06-10-312-jason-christensen-from-blue-unicorn-the-best-protein-bar-on-the-planet) (People of Packaging)
- [Founder Feature: Lex Evan of Lexington Bakes](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-01-founder-feature-lex-evan-of-lexington-bakes) (The Startup CPG Podcast)
- [350 - Beyond the Dieline - Dr Juan from PNuff Crunch joins Tom Seymour](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-05-27-350-beyond-the-dieline-dr-juan-from-pnuff-crunch-joins-tom-seymour) (People of Packaging)

## Citing this page

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