In this episode of GroceryPulse, host George Goodwin sits down with Jacqueline Smith, Founder & CEO of E3 Energy Cubes—a Utah-based, woman-owned protein bar brand on a mission to “change the flavor of healthy.” Jacqueline shares how an accountant’s mindset (yes—math) helped her build a better-for-you bar with balanced macros (fats, carbs, protein), clean ingredients, and flavor that actually hits.
You’ll hear how E3 went from a commercial kitchen concept to manufacturing in-house, why the bar is shaped into three shareable cubes, and how Jacqueline landed 2x NBA Champion Norris Cole as an early investor after a wild “I don’t know why I’m here… oh THAT’S why” moment. The conversation also dives into real founder realities: ingredient sourcing, label transparency (including seed oil nuances in dried fruit), the cashflow math of CPG, packaging lessons (why black looked amazing online but disappeared in-store), and what it takes to keep going when you’re exhausted—but the mission is bigger than you.
Chapters
00:00 – Welcome + Jacqueline’s mission to make healthy taste good
01:38 – Why E3 started with math, not “food creativity”
03:22 – Cleaning up a tasty recipe: boosting protein, fiber, and removing extra sugars
04:31 – What E3 Energy Cubes are: 3 squares + 5 flavors
11:07 – How the first flavors were chosen
12:30 – The Norris Cole story: gut instinct → first investor
17:10 – Staying true to the mission (and being transparent about ingredients)
19:12 – “Seed oil-free” nuance + sourcing realities at small scale
23:17 – Natural flavors, propylene glycol, and what founders should watch for
27:18 – Why Jacqueline manufactures in-house (and how she bought machinery early)
29:20 – Expo West 2020 shutdown + surviving COVID as a new CPG brand
30:24 – Packaging pivot: why black film didn’t work in refrigerated sets
32:40 – Biggest sales channels: convenience + Circle K, plus new retail wins
34:10 – The margin squeeze: distributors, freight, demos, and buying power
36:43 – RFPs, comparing quotes, and logistics math that saves real money
38:30 – What “women-owned certified” means (and Jacqueline’s merit-based view)
42:21 – “Burned the ships”: what keeps her motivated
46:23 – Avoiding budget traps: shows, ads, and follow-up systems
49:29 – Online vs retail strategy without undercutting stores
53:46 – Fire chat: joy, favorite flavors, and what’s next in 2026
57:46 – Advice for founders who want to manufacture themselves
1:05:20 – E3 fundraising: raising to prep for major Q1 growth
Guest: Jacqueline Smith — Founder & CEO, E3 Energy Cubes
🌐 Website: E3EnergyCubes.com
🥶 Tip: They’re refrigerated, cube-style, and built for busy everyday people who still care about ingredients.
Sponsor: Kōbu Kombucha Powder
A modern take on kombucha designed for gut health, hydration, and everyday wellness—without the sugar bomb.
✨ Clean, convenient kombucha powder you can take anywhere.
🌐 Learn more or try it out: www.enjoykobu.com
Host: George Goodwin
Innovar Marketing Agency
Helping grocery, retail, and CPG brands tell better stories, grow community, and launch products with real-world traction — from in-store to digital.
📧 Contact Innovar: marketing@innovaragency.com
🌐 Learn more: www.innovaragency.com
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