# Catalina Crunch: Krishna Kaliannan. From Homemade Keto Cocoa Puffs to Breakfast Aisle Breakthrough

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-07-06
- Length: 1h 03m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-06-catalina-crunch-krishna-kaliannan-from-homemade-keto-cocoa-puffs-to-breakfast-ai

## Summary

Krishna Kaliannan, founder of Catalina Crunch, explains how a diagnosis of type one diabetes and epilepsy led him to develop a high-protein, low-carb cereal using ingredients like pea protein and monk fruit. After initial failures in tech startups, he iterated on recipes in his New York apartment, eventually moving to Indiana to build his own manufacturing capability when co-packers rejected his volume. The brand scaled from a $1 million DTC startup to a $100+ million brand with retail presence in Whole Foods and Costco, navigating complex supply chain challenges and ingredient cost fluctuations.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-06-catalina-crunch-krishna-kaliannan-from-homemade-keto-cocoa-puffs-to-breakfast-ai#t=0) Introduction: Krishna Kaliannan and Catalina Crunch
- [3:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-06-catalina-crunch-krishna-kaliannan-from-homemade-keto-cocoa-puffs-to-breakfast-ai#t=198) Diabetes, Epilepsy, and the Keto Diet
- [10:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-06-catalina-crunch-krishna-kaliannan-from-homemade-keto-cocoa-puffs-to-breakfast-ai#t=637) Early Tech Startup Failures
- [17:48](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-06-catalina-crunch-krishna-kaliannan-from-homemade-keto-cocoa-puffs-to-breakfast-ai#t=1068) Developing the Cereal Recipe and Ingredients
- [27:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-06-catalina-crunch-krishna-kaliannan-from-homemade-keto-cocoa-puffs-to-breakfast-ai#t=1652) From Kitchen Experiments to Commercial Production
- [41:04](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-06-catalina-crunch-krishna-kaliannan-from-homemade-keto-cocoa-puffs-to-breakfast-ai#t=2464) Texas A&M Cereal Course and Scaling Challenges
- [50:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-06-catalina-crunch-krishna-kaliannan-from-homemade-keto-cocoa-puffs-to-breakfast-ai#t=3008) Moving to Indiana and Building Manufacturing
- [55:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-06-catalina-crunch-krishna-kaliannan-from-homemade-keto-cocoa-puffs-to-breakfast-ai#t=3332) Retail Strategy: Whole Foods and Costco
- [1:00:48](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-06-catalina-crunch-krishna-kaliannan-from-homemade-keto-cocoa-puffs-to-breakfast-ai#t=3648) Product Expansion and Leadership Transition

## 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)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Catalina Crunch (product)
- Whole Foods (company)
- Costco (company)
- Texas A&M (company)
- General Mills (company)
- Kellogg's (company)
- Post (company)
- Ben & Jerry's (company)
- Dollar Shave Club (company)
- Chobani (company)
- Way Puffs (product)
- Pea Protein (material)
- Monk Fruit (material)
- Chicory Root Fiber (material)
- Hobart Mixers (tool)

## Related episodes from other shows

- [Founder Feature: Amie Kesler of Carolyn's Krisps](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-19-founder-feature-amie-kesler-of-carolyns-krisps) (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)
- [#229 - The Rise of Ketone IQ: Creating a New Energy Category with Michael Brandt](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-30-229-the-rise-of-ketone-iq-creating-a-new-energy-category-with-michael-brandt) (The Startup CPG Podcast)
- [Founder Feature: Breanna and Jared Golestani of Kokada](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-14-founder-feature-breanna-and-jared-golestani-of-kokada) (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)

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