Founder Feature: Leanne Viola and Jesse Barruch of WHIMS
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 4 October 2024
⏱️ 41 minutes
🧾️ Download transcript
Summary
In this episode of the Startup CPG Podcast, Grace Kennedy chats with Leanne Viola and Jesse Baruch, the co-founders of WHIMS Delights, a better-for-you confectionery brand. They share their inspiring journey of creating low-sugar, gluten-free, and dairy-free treats, born out of their personal health challenges. Leanne and Jesse discuss the obstacles they faced entering the CPG industry with no prior experience, the importance of financial responsibility, and their unique strategies for growth, from local store launches to scaling distribution. They also touch on balancing business and marriage, the power of communication, and the value of attending trade shows like Expo West.
Tune in to hear their insights on building a sustainable, health-conscious brand and how they’ve navigated the world of CPG!
Listen in as they share about:
- The Creation of WHIMS Delights
- Product Development
- Manufacturing and Scaling
- Business Challenges and Costs
- Retail and Online Strategy
- Retail Expansion
- Participation in Expo West 2025
- Work-Life Integration
- Proudest Moments
- Advice for Early-Stage Founders
Episode Links:
WHIMS Delights Website
WHIMS Delights Instagram
Leanne Viola LinkedIn
Jesse Barruch LinkedIn
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Show Links:
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Episode music by Super Fantastics
Transcript
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| 0:48.0 | Thank you. When I went to the doctor, they said, okay, you're pretty much going to have to be on this medication for the rest of your life, and there's 50-50 chance that you're going to go blind, |
| 1:11.5 | which is not a great proposition for anybody. So I'm like, I think I'm good. I'm not going to do that. |
| 1:18.2 | And so we went through this health journey and we did our own research. What can we do from a |
| 1:22.6 | health and lifestyle perspective? And we decided to start with food. There's a lot that comes with our food of how it impacts inflammation in your body. |
| 1:32.3 | So we decided to go gluten-free, dairy-free, we cut out sugar and we meant plant-based for about three and a half years. |
| 1:38.3 | As people with sweet tooth, we found out it was really difficult, you know, shopping down the grocery aisles to look for |
| 1:45.1 | alternatives to the conventional treats out there. |
| 1:48.7 | That's where the whole idea of WIMS came about is can we create something truly that |
| 1:54.4 | it's low sugar that doesn't have other fillers and additives to it that actually taste good. |
| 2:01.1 | Hello, everyone, and welcome back to the Start of CPG podcast. |
| 2:05.4 | This is Grace, and I am back with another founder feature. |
| 2:09.3 | Today I'm talking to Leanne and Jesse, the co-founders of Wims Delights, a better for |
... |
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