# Late July Snacks: Nicole Bernard Dawes. Crackers and Cookies were Failing… Tortilla Chips Saved Them

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-08-31
- Length: 1h 20m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-31-late-july-snacks-nicole-bernard-dawes-crackers-and-cookies-were-failing-tortilla

## Summary

Nicole Bernard Dawes, founder of Late July Snacks and Nixie Beverage Company, recounts how her company survived a near-collapse in 2009 by pivoting from failing organic crackers and cookies to organic tortilla chips. She details the crisis triggered by her father's death and a $3.5 million loan default, her successful pivot to tortilla chips to secure distribution, and the eventual acquisition of Late July by Campbell's via Snyder's Lance. Dawes also discusses launching her new beverage brand, Nixie, and the lessons learned regarding strategic investors, keyman insurance, and the challenges of entering the competitive soda category.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-31-late-july-snacks-nicole-bernard-dawes-crackers-and-cookies-were-failing-tortilla#t=0) Introduction: Nicole Bernard Dawes and Late July Snacks
- [3:35](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-31-late-july-snacks-nicole-bernard-dawes-crackers-and-cookies-were-failing-tortilla#t=215) Cape Cod Chips and the Organic Food Movement
- [20:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-31-late-july-snacks-nicole-bernard-dawes-crackers-and-cookies-were-failing-tortilla#t=1218) Launching Late July with Organic Crackers
- [36:50](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-31-late-july-snacks-nicole-bernard-dawes-crackers-and-cookies-were-failing-tortilla#t=2210) Crisis: Dad's Death and Loan Default
- [49:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-31-late-july-snacks-nicole-bernard-dawes-crackers-and-cookies-were-failing-tortilla#t=2959) The Tortilla Chip Pivot and Sales Call
- [1:07:59](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-31-late-july-snacks-nicole-bernard-dawes-crackers-and-cookies-were-failing-tortilla#t=4079) Scaling to $100M and Acquisition by Campbell's
- [1:13:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-31-late-july-snacks-nicole-bernard-dawes-crackers-and-cookies-were-failing-tortilla#t=4409) Launching Nixie Beverage Company

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

early-stage companies, companies scaling up, established companies

## Mentioned

- Cape Cod Potato Chips (company)
- Anheuser-Busch (company)
- Snyder's Lance (company)
- Campbell's (company)
- Late July Snacks (product)
- Tostitos (product)
- Whole Foods (company)
- RSF Finance (company)
- Stop and Shop (company)
- Jane Goodall Institute (company)
- Stonyfield (company)
- Spindrift (product)
- La Croix (product)
- Liquid Death (product)

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- [Nemi, The Original, All-Natural Crunchy Cactus (Nopales) Snack](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-06-14-nemi-the-original-all-natural-crunchy-cactus-nopales-snack) (The Startup CPG Podcast)
- [Founder Feature: Joe Cassinelli of El Nacho](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-02-founder-feature-joe-cassinelli-of-el-nacho) (The Startup CPG Podcast)
- [Gluten-Free Noodle Chips: Lauryn Bodden, S’noods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-04-12-gluten-free-noodle-chips-lauryn-bodden-snoods) (The Startup CPG Podcast)
- [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)
- [Taking Networking & Tortillas to the Next Level with Henri Revel, Founder of Eureka Tortilla](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-02-28-taking-networking-tortillas-to-the-next-level-with-henri-revel-founder-of-eureka) (The Startup CPG Podcast)

## Citing this page

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