Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing I Brands | Technology The “Better-For-You” Food Lie No One Talks About ft. Tyler Mayoras
Jan 12, 2026
Tyler Mayoras, Managing Partner at Manitree, specializes in investing in food, beverage, and wellness brands. He discusses how 'better-for-you' food often misleads consumers, citing the backlash against plant-based brands due to taste and ingredient quality. He outlines what investors seek in health claims and ingredient labels, explaining why frozen foods pose unique challenges. Tyler also shares insights on the importance of profitability over mere growth and the necessity of strategic planning for brand scaling in a competitive market.
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Boca Burger Growth Mistake
- Tyler bought Boca Burger and grew it from $7M to $50M but eliminated profitability during rapid expansion.
- At the time a $50M brand could sell for ~2x revenue, which shaped exit expectations back then.
Plant-Based Lost Its Health Story
- Early plant-based burger brands emphasized sustainability but often became ultra-processed and not healthier than meat alternatives.
- That ingredient mismatch damaged consumer trust and forced reformulation and relabeling.
Read Labels Before Believing Claims
- Evaluate products by inspecting ingredient lists and nutrition facts, not just marketing claims.
- That label-first diligence reveals whether a brand truly improves human health.
