Founder Feature: Jana Goodbaum of Happy Wolf

In this episode of The Startup CPG Podcast, Grace Kennedy chats with Jana Goodbaum, co-founder of Happy Wolf, a snack company revolutionizing toddler and kids' snacks with their "wildly simple" refrigerated bars. Jana shares her journey from advertising executive to entrepreneurial mom, driven by the frustration of limited healthy snack options for her child.

Discover how Jana and her co-founder, Derek, navigated challenges like product development, sourcing allergen-free ingredients, finding the perfect co-packer, and educating consumers about their innovative refrigerated snack bars. Jana also dives into the importance of strategic branding, leveraging influencers, building a passionate community, and their milestone launch in Whole Foods.

Tune in to hear how Happy Wolf is reshaping the kids' snack market, the trends driving clean eating innovation, and Jana's insights for startups entering retail and trade shows like Expo West.

Don’t miss this inspiring episode. Tune in now!

Listen in as they share about:

• Happy Wolf Overview and Founding Story
• Product Development
• Branding and Marketing
• Retail and Distribution
• Community and Social Media
• Advertising and Promotions
• Future Goals

Episode Links:

Website: https://happywolf.com/
Instagram: @happywolfsnacks

LinkedIn: https://www.linkedin.com/in/janagoodbaum/?originalSubdomain=ca 

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Show Links:

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• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics