Founder Feature: Alyssa Fernandez of Ollin
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 22 August 2025
⏱️ 32 minutes
🧾️ Download transcript
Summary
In this episode of the Startup CPG Podcast, our Editor, Caitlin Bricker, is joined by Alyssa Fernandez, founder of Ollin, a bold new baking brand that’s flipping the script on how we think about gluten. Alyssa shares her journey from data journalism to the baking aisle, revealing how a personal health journey and a DIY wedding cake sparked the inspiration for Ollin. Gain insight into how Ollin leverages traditional milling methods and Texas-grown grains to create thoughtful, flavor-forward cake mixes.
Alyssa opens up about the challenges of being a first-time CPG founder, what it took to formulate her products using ancient grains, and how her brand’s Wild West-inspired aesthetic helps tell a deeper story. From branding decisions to startup strategies and overcoming gluten’s villainized reputation, this episode dives into the intersection of food, culture, and inclusivity.
If you're curious about elevating your pantry, embracing better grains, or launching your own CPG venture, this episode is a must-listen.
Listen in as they share about:
- Product Philosophy and Development
- Branding and Design
- Positioning Gluten as a Positive Ingredient
- Market Positioning & Consumer Behavior
- Go-to-market milestone
- Retail Launch and Future Plans
Episode Links:
Instagram: @ollinyall
LinkedIn: https://www.linkedin.com/in/ffernandezalyssa/
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
Show Links:
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- Join the Startup CPG Slack community (20K+ members and growing!)
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- Visit host Caitlin's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
Transcript
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| 0:00.0 | A few years back when I ran a beverage company, we had to launch using those plastic sleeves to put our designs on the cans. |
| 0:08.0 | But they looked bad, the sleeves get stretched out, they don't cover the full can, and overall they just look and feel low quality. |
| 0:14.0 | Lucky for you, digital can printing technology has come so far over the last few years that now you can launch your beverage brand or new skews with a fully |
| 0:21.7 | printed look and it's at similar pricing to those plastic sleeves. |
| 0:25.3 | Our friends at CanWorks, which is the largest U.S.-based digital can printer, are happy to work with |
| 0:30.1 | our community at very low minimums, even one palette. |
| 0:32.9 | They've got locations in the East Coast, the West Coast, Texas. |
| 0:36.0 | Get in touch with them through our contact form. |
| 0:38.2 | It's at canworksprinting.com slash startup CPG. |
| 0:42.7 | Thank you. So I really, really, really love flavor. |
| 1:03.4 | And I'm the type of person, if I'm getting into coffee, if I'm getting into, really, or grains. |
| 1:10.0 | I want to know more about how do I make the most out of what I'm making |
| 1:14.7 | without having to really do any extra work. At least that's how I rationalize it to myself. |
| 1:20.1 | And I mean, it really is just that. I'm a pretty simple baker. Like I don't make extravagant |
| 1:26.5 | flavors. I don't make extravagant cakes. I don't make extravagant cakes. |
| 1:29.0 | I keep it as bare bones as possible. |
| 1:33.2 | Hey, everybody. |
| 1:34.4 | This is Caitlin Bricker, editor at Startup CPG. |
| 1:37.5 | We are back with another founder feature. |
| 1:40.3 | Today, we're talking with Alyssa Fernandez, founder of Allen. |
| 1:44.5 | Allen is a gluten company that utilizes cake mix to challenge the narrative around the misunderstood weed protein. |
| 1:50.8 | Through working with Texas farmers and preserving traditional milling techniques, |
... |
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