Hardware Podcasts

Justin’s Nut Butter: Justin Gold. He Was Waiting Tables, Then...He Reinvented Peanut Butter.

How I Built This · 25 May 2026 · 1h 27m

What this episode covers

Justin Gold, founder of Justin's Nut Butter, explains how he reverse-engineered flavored peanut butter in his Boulder apartment using a food processor and recipe journals, eventually securing $35,000 from family to launch. After struggling with low sales velocity in jars, Gold innovated a squeeze pack format, which initially failed in the energy bar aisle but succeeded when moved next to jars as a trial size and portion control product. The brand was acquired by Hormel for $280 million, leading to Gold's eventual firing and subsequent return as a board member under new ownership by Forward Consumer Products, aiming to revitalize the stagnant brand.

Most relevant to

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

Topics

Mentioned

Companies
Whole Foods, UNFI, Hormel, VMG, Forward Consumer Products, Bobo's, ProtoPack, Starbucks, Kroger, Target, REI, Celestial Seasonings, Horizon, Izzy Soda, Rudy's Organic Bakery, Boulder Chips
Products
Justin's Nut Butter, Silk, Bobo's Oat Bars
Tools
Erschel

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