Allergen-Free and Kid-Approved: How Happy Wolf is Revolutionizing Kid’s Snacks with Jana Goodbaum

Jana didn’t necessarily plan to start a CPG business… she just wanted better snacks for her kids that they would actually eat. 

But after struggling to find the products that would work for her family, she turned to making her own, first in the kitchen at home and then eventually through her company, Happy Wolf, a snack bar company using allergen-free and no sugar added ingredients.

Despite all her marketing research and experience, Jana admits that she was still naive about all the aspects that come along with building a CPG company. So in this episode, she’s sharing the lessons she’s learned from building Happy Wolf, including some of their unique challenges, her perspective shift around success, and how having a strong business partnership relationship has made all the difference for her.

If you’re considering breaking into the kid’s snack market, this conversation is a good one!

In this episode, you’ll learn…

[00:00] Intro

[00:48] How Jana made her cubicle to business owner transition (and how her children influenced her decision)

[08:56] How Jana approached her business partnership and how she navigates that relationship

[16:59] The unique challenges facing a refrigerated kid’s product like Happy Wolf

[18:47] How Jana focuses on customer education and experience as a major part of Happy Wolf’s marketing strategy (and the origin of their unique name)

[24:37] What Jana wishes she’d have known before getting into the CPG industry

[27:01] What success looks like for Jana these days

Get full notes and a transcript at: https://www.thehudsonkitchen.com/podcast/

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