Why chocolate should be redefined

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Yaniv Simpson, founder of The Conscious Bar, for an inspiring conversation about redefining the chocolate industry through radical transparency and intentionality. Yaniv shares his unique journey from getting banned from a candy store at age five to building a date-sweetened craft chocolate company committed to proving that chocolate isn't candy.

Yaniv discusses the inspiration behind The Conscious Bar—a mission to create chocolate that's truly good for you, not just "better for you." He explains how combining two ancient superfoods, cacao and dates, with zero additives creates an indulgent experience that doesn't compromise on health, ethics, or environmental impact. The conversation explores the complexities of sourcing ethical, organic cacao that meets strict Prop 65 standards while maintaining phenomenal flavor profiles.

They also delve into The Conscious Bar's commitment to 100% compostable packaging, building transparency into every aspect of the supply chain, and the decision to invest deeply in direct-to-consumer and social media education before scaling to retail. Yaniv reflects on the importance of intentionality in every decision—from nine months sourcing compostable materials to building a full creative agency in-house to educate consumers on why sugar isn't just sugar.

You will also hear about The Conscious Bar's community-building approach through educational content, their VIP Circle, and upcoming limited edition SKUs launching in early 2026 as they expand into natural grocery retail.

Tune in to learn how The Conscious Bar is challenging decades of cultural programming around chocolate by building trust, transparency, and a brand that refuses to compromise.

Listen in as they share about:

• Origins of The Conscious Bar and Yaniv's Candy Store Ban
• Why Chocolate Isn't Candy: Redefining the Category
• Sourcing Ethical Cacao and Compostable Packaging
• The Nine-Month Journey to Perfection Before Launch
• Building a Creative Agency In-House for Education
• Direct-to-Consumer Strategy and Community Building
• Retail Expansion Plans for 2026

Episode Links:

Website: https://theconsciousbar.co/
Instagram: https://www.instagram.com/theconsciousbar.co
Personal LinkedIn: https://www.linkedin.com/in/yaniv-simpson-aa72b22a/
Company LinkedIn: https://www.linkedin.com/company/the-conscious-bar/ 

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics