The Overlooked $4 Billion Category That Olyra Is Redefining

While many founders chase the latest trends, Yannis Ouzounopoulos saw opportunity in an overlooked $4 billion category – and struck breakfast gold.

Yannis is the founder and CEO of Olyra, a fast-growing brand of organic breakfast bars and biscuits inspired by his family’s fifth-generation flour milling business in Greece. Launched in 2017, Olyra was born from Yannis’ conviction that the U.S. breakfast bar aisle – vast but stagnant – was ripe for disruption. His solution: better-for-you products made with ancient grains, authentic ingredients and significantly less sugar.

That vision proved prescient. Today, Olyra’s products can be found in thousands of retail locations across the U.S., including Whole Foods, Sprouts, Harris Teeter and The Fresh Market.

In this episode, Yannis shares the origin story behind Olyra and how both free and paid data sources helped shape the brand’s overall business approach, including product development, shelf strategy and consumer messaging. He also dives into why he prioritizes long-term thinking, the importance of staying close to the customer, and the ongoing process of refining taste and brand positioning.

Show notes:

0:25: Yannis Ouzounopoulos, Founder & CEO, Olyra –  Yannis shares his journey from Greece to New York City, detailing the early challenges of selling to independent retailers and his eventual strategic pivot to focus on larger retail chains. He explains how Olyra began as a diversification effort within his family’s heritage business, ultimately evolving into a brand designed to fill a white space in the $4 billion breakfast and snack bar category. Drawing on free and low-cost market data, Yannis crafted a more informed strategy, learning from early missteps—such as overly ambitious velocity projections. He emphasizes that product development is a continuous process, shaped by layered consumer feedback used to fine-tune taste, texture, and packaging. Yannis also describes how Olyra’s brand messaging evolved to highlight clearer nutritional benefits in response to shifting consumer preferences. He credits Charles Coristine of LesserEvil with inspiring his commitment to long-term brand building and a relentless focus on taste excellence.

Brands in this episode: Olyra, Belvita, RXBAR, Nature’s Bakery, Nutrigrain, LesserEvil