Advice Line with Jeni Britton of Jeni's Splendid Ice Creams
Mar 27, 2025
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Jeni Britton, the innovative founder of Jeni's Splendid Ice Creams, shares her expertise alongside Jesse Koenig of Jesse & Ben's and Casey White of Jaju Pierogi. They tackle marketing strategies, fundraising pressures, and the unique challenges of the food industry. Jeni discusses her new venture, Floura, aimed at addressing dietary fiber needs. The guests offer insights into building customer engagement and the importance of quality ingredients, weaving in personal anecdotes that highlight the entrepreneurial spirit.
Jeni Britton emphasizes the importance of community support in fostering innovation and helping smaller brands thrive without the pressures of larger markets.
Understanding consumer perceptions is crucial for effective marketing, underscoring the need for authenticity and clear communication of product benefits.
Jeni advises entrepreneurs to approach growth strategically, balancing the need for investment with the desire to maintain control and brand integrity.
Deep dives
The Journey of Starting Jenny's Ice Cream
Jenny Britton's passion for ice cream began during her college years when she realized she wanted to pursue it as a lifelong career. After dropping out of Ohio State University, she began her entrepreneurial journey by creating Jenny's Splendid Ice Creams. Starting in Columbus, Ohio, Jenny was motivated by the availability of local dairy farms, which provided fresh ingredients for her ice cream. This regional focus allowed her to build a national brand rooted in quality, proving that successful businesses can emerge from places not traditionally recognized as culinary hotspots.
The Impact of Location on Business Growth
Columbus emerged as an advantageous backdrop for launching Jenny's ice cream brand due to its accessible resources and supportive community. Smaller markets often provide businesses with an opportunity to innovate, experiment, and fail without the same pressures found in larger cities. This supportive environment can help brands grow organically, allowing them to focus on product quality rather than exorbitant rents or stiff competition. Jenny's experience highlighted how a community's backing can significantly influence a company's chances of thriving and experimenting with new ideas.
Expansion and Diversification with Flora
Jenny's journey also includes her latest venture, Flora, which focuses on creating high-fiber energy bars from produce trimmings. By utilizing often-overlooked ingredients like apple cores and watermelon rinds, Flora aims to address the fiber deficiency seen in many Americans. Jenny's commitment to sustainability and health drives this new business, demonstrating that innovation can stem from various sectors within the food industry. The transition from ice cream to fiber products shows Jenny's adaptability and dedication to improving health and wellness through her culinary initiatives.
Consumer Perception and Marketing Strategies
As entrepreneurs grow their businesses, understanding consumer perceptions becomes crucial for effective marketing strategies. Jenny highlighted the importance of clear communication regarding product benefits, emphasizing how consumers resonate with authenticity. Her approach involved actively gathering feedback from customers to understand how to best convey their product's value. The ability to adapt marketing messages based on customer interactions can significantly enhance brand loyalty and willingness to engage with new audiences.
Navigating the Challenges of Capital Raising
In the evolving landscape of CPG (consumer packaged goods), raising funds can present new challenges, especially for food brands. Entrepreneurs often wrestle with the decision to attract funding without sacrificing control over their vision. Jenny shared her insights about the necessity of growing at a manageable pace while being fiscally responsible. The process should be strategic, focusing on building a strong foundation before seeking outside investment, which will ultimately help maintain brand integrity throughout its growth.
Jeni’s Splendid Ice Creams founder Jeni Britton joins Guy on the Advice Line to answer questions from three early-stage entrepreneurs. Plus, how Jeni’s newest venture Floura is tackling one of America’s largest dietary needs—fiber.
First, we meet Jesse in Washington, D.C., who’s wondering how to best focus marketing efforts for his frozen french fry company. Then Casey from Boston, who's questioning the pressure she's feeling to pursue outside capital for her frozen pierogi brand. And finally, Callie from Los Angeles asks about the pros and cons of contracting a PR firm to promote her purple sweet potato pet treats.
Thank you to the founders of Jesse & Ben’s, Jaju Pierogi and Ubae.co for being a part of our show.
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