Hardware Podcasts

Founder Feature: Jana Goodbaum of Happy Wolf

The Startup CPG Podcast · 24 Jan 2025 · 35m · Episode 114

What this episode covers

Jana Goodbaum, co-founder of Happy Wolf, explains how she and co-founder Derek launched a refrigerated snack bar for kids using seed butters to avoid rancidity, requiring a specialized co-packer and allergen-free production. She details the strategic use of Expo West to secure a Whole Foods listing, the critical role of regional merchandising partners in maintaining cold-chain placement, and the shift from broad influencer seeding to targeting niche 'non-toxic living' advocates for authentic advocacy. Goodbaum also discusses the brand's reliance on Instacart and Whole Foods Market on Amazon for discovery and the growing consumer trend toward clean eating and refrigerated options.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Whole Foods, Instacart, Wegmans, Erewhon, Gelson's, Once Upon a Farm, Kellogg's
Products
Happy Wolf, Perfect Bar
Also
Expo West, Clean Label Project

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