# Founder Feature: The First Better-For-You Nutrition Company for Older Adults with Jess Haghani of Lucille

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-06-19
- Length: 31m
- Episode: 326
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-19-founder-feature-the-first-better-for-you-nutrition-company-for-older-adults-with
- Listen: https://share.transistor.fm/s/608ce47a

## Summary

Jess Haghani, founder of Lucille, explains how she partnered with nutritionists at the Harvard Chan School of Public Health to reformulate senior nutrition shakes from scratch, creating a product with zero ingredient overlap with legacy brands except water and salt. She details the strategic decision to prioritize taste and texture as leading indicators, resulting in higher protein, fiber, and calories with less sodium and sugar. Haghani also discusses Lucille's DTC launch on Amazon, their upcoming retail strategy involving double-facing legacy products, and the fundraising process for a newly launched brand.

## Outline

1. Introduction: Jess Haghani and Lucille
2. The Origin Story: Grandmother Lucille and Hospital Shelves
3. Product Reformulation: Harvard Nutritionists and Zero Overlap
4. Taste, Texture, and Ingredient Strategy
5. Marketing: Older Adult Influencers and Brand Storytelling
6. Retail Strategy: Amazon, DTC, and Double-Facing
7. Fundraising and Investor Relations

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Lucille (product)
- Harvard Chan School of Public Health (company)
- Harvard Business School (company)
- Merit Health (company)
- Paula's Choice (company)
- Bobby (product)

## Related episodes from other shows

- [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)
- [Magic Spoon & Exo: Gabi Lewis and Greg Sewitz](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz) (How I Built This)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)
- [Perfect Snacks: Bill and Leigh Keith](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-09-perfect-snacks-bill-and-leigh-keith) (How I Built This)

## Citing this page

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