Insider Ep. 100: How Outer Aisle Became The Fastest Growing Food Brand In The U.S.

Named as the fastest growing food company in America by Inc. Magazine, Outer Aisle, which markets cauliflower-based sandwich thins and pizza crusts, is marching toward its mission to revolutionize the bread industry.

Launched in 2013, the brand generated $11 million in 2019 revenue and achieved a three-year growth rate of more than 5,000 percent, according to Inc. Magazine’s 2020 “Inc. 5000” list, an annual compilation of the fastest growing privately held companies in the U.S.

In an interview included in this episode, company founder and CEO Jeanne David spoke about how she’s built Outer Aisle into one of the leading brands in the burgeoning segment of cauliflower-based bread substitutes and what motivated her to get back into the food industry after swearing she would never do so. She also discussed why she is a proponent of “fact-based selling,” how a commitment to using only whole food, nutrient-dense ingredients has helped differentiate Outer Aisle from its competitors, discussed the cost-benefit analysis of building a production facility and why she turned down three separate venture capital offers last year.

Show notes: 

0:43: Get Ready For Your “Closeup.” Also, Why Would Anyone Be Bearish On This Hot Category? -- The hosts chat about National Coffee Day, an update on a pioneering cold-pressed juice brand, a deep well of D2C-related content available to subscribers and an upcoming appearance by The Beverage Whisperer on Elevator Talk. Later, Marty breaks down the basics on BevNET & NOSH’s Category Closeup series and his article about the kids’ beverage category in the latest issue of BevNET Magazine, and the hosts share their thoughts on a “hard” partnership between Molson Coors and the Coca-Cola Co.

16:00 Interview: Jeanne David, Founder/CEO, Outer Aisle -- Taste Radio editor Ray Latif sat down with David who discussed her initial foray into the food industry as the founder of a better-for-you cookie dough company, why she transitioned into the corporate world and how a recruiter’s question about her future helped spark the launch of Outer Aisle. She also spoke about how the brand landed its first major retailer despite being ahead of several current food trends, the importance of sales data when meeting with buyers, winning shelf space along the perimeter of the store and the evolution of Outer Aisle’s package design. Later, David explained why the company is setting its sights on the legacy bread industry, avoiding criticism of direct competitors, why she decided not to outsource manufacturing and why she believes that entrepreneurs need experienced advisors and attorneys to vet potential investment partners.

Brands in this episode: Suja, Hubble, Capri Sun, Juicy Juice, Monster Energy, Zima, Truly, Samuel Adams, Outer Aisle