# Founder Feature: Jenifer Shwartz of Freezcake

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-03-28
- Length: 37m
- Episode: 135
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-03-28-founder-feature-jenifer-shwartz-of-freezcake
- Listen: https://share.transistor.fm/s/c7e6c613

## Summary

Jenifer Shwartz, founder of Freezecake, explains how a health crisis led to the creation of the first freeze-dried cheesecake brand. She details the pivot from a brick-and-mortar bakery to self-manufacturing, the challenges of supply chain disruptions for dairy ingredients, and the strategic decision to relocate production to New York to reduce costs. Shwartz also discusses leveraging TikTok Shop for viral growth and the upcoming launch into Whole Foods.

## Outline

1. Introduction: Jenifer Shwartz and Freezecake
2. Origin Story: From Bakery to Freeze-Dried Innovation
3. Product Development: Flavor Testing and Market Fit
4. Growth Strategy: TikTok Shop Virality and DTC Challenges
5. Retail Expansion: Whole Foods Launch and Demo Strategy
6. Manufacturing and Supply Chain: Self-Mfg vs. Co-Man and Relocation
7. Future Goals: East Coast Rollout and C-Store Presence

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

companies scaling up

## Mentioned

- Freezecake (product)
- Whole Foods (company)
- TikTok Shop (tool)
- Cornell Center of Excellence (company)
- 7-Eleven (company)

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- [The Cronut and Dominique Ansel Bakery: Dominique Ansel](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-17-the-cronut-and-dominique-ansel-bakery-dominique-ansel) (How I Built This)
- [Live From The HIBT Summit: Jeni Britton Bauer of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-02-27-live-from-the-hibt-summit-jeni-britton-bauer-of-jenis-splendid-ice-creams) (How I Built This)
- [Yasso: Amanda Klane and Drew Harrington](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-25-yasso-amanda-klane-and-drew-harrington) (How I Built This)
- [How I Built Resilience: Live with Jeni Britton Bauer](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-04-02-how-i-built-resilience-live-with-jeni-britton-bauer) (How I Built This)

## Citing this page

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