SkinnyDipped: Breezy and Val Griffith. The Flourishing Snack Company That Almost Failed

How I Built This with Guy Raz

Guy Raz | Wondery

Business

4.7 • 31.4K Ratings

🗓️ 29 December 2025

⏱️ 86 minutes

🔗️ Recording | iTunes | RSS

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Summary

For decades, snack companies believed Americans wanted everything sweeter.

More sugar. More chocolate. More indulgence.

But what if that assumption was wrong?

In this episode, a mother-daughter team set out to make a sleeker version of a chocolate almond— and nearly lose everything in the process.

Val Griffith was a longtime TV producer in Seattle. Her daughter Breezy was bouncing between failing business ideas in Miami and New York. When a family tragedy brought Breezy back home, the two began talking about food, snacking, and why chocolate-covered almonds were always so… overdone.

Their insight was deceptively simple: what if you used less sugar, not fake sugar — and a thin coating of chocolate instead of a fat one?

Turning that idea into SkinnyDipped meant years of failed experiments, dipping almonds by hand, manufacturing out of a converted chicken coop, and demoing almonds one by one.

When they finally got a breakthrough order from Target, they faced a near-disaster: 40,000 pounds of rancid almonds.

What followed was a frantic race to save the deal — and later, a far more dangerous question: is this business ever going to make it?

WHAT YOU’LL LEARN:

How failing at micro-businesses quietly builds founder skill
Why manufacturing is often the biggest obstacle in food startups
The nail-biting risk of saying yes to Target too early
How growth can mask deeply broken economics
What it takes to fix a business when funding disappears

TIMESTAMPS:

00:07:25 - How Breezy’s early forays into the food business failed — and why they mattered.
00:11:00 - How a family loss brought Breezy and her mom together — and changed the direction of their lives
00:21:07 - Reinventing a stale bulk-bin snack: The road-trip conversations that sparked a new recipe:
00:31:20 - The Home Depot paint sprayer experiment: A brilliant idea that failed spectacularly.
00:38:56 - SkinnyDipped’s first “facility:” one oven, no heat, no hot water
00:49:28 - How a chance meeting in a bar changed the company’s trajectory
00:55:41 - Target takes the plunge and SkinnyDipped nearly drowns: how a chain-wide launch almost breaks the business
01:7:47 - Growth without profit: How the founders recover after hitting rock bottom
01:21:44 - The mother-daughter equation: wisdom + jet fuel
01:26:13 - Small Business Spotlight

—-----------------------

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So—give us a call.

We can’t wait to hear what you’re working on.

—-----------

This episode was produced by Kerry Thompson with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Chris Maccini. Our engineers were Robert Rodriguez and Kwesi Lee.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Transcript

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0:00.0	Wonderly Plus subscribers can listen to how I built this early and ad-free right now.
0:05.7	Join Wonderly Plus in the Wondery app or on Apple Podcasts.
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0:54.0	If you run a small business, you know there's nothing small about it.
0:58.7	Every day there's a new decision to make, and even the smallest decisions feel massive.
1:03.8	When all of these decisions feel daunting, it helps to have the right platform with all of the tools you need to be successful. Shopify.
1:13.9	Shopify's point-of-sale system is a unified command center for your retail business.
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1:26.3	Get all the big stuff for your small business right with Shopify. Sign up for your one pound per month trial and start selling today at Shopify.co.com. UK slash built. Go to Shopify.com.com.uk slash built. Shopify.com.
1:46.2	dot UK-slash-built.
1:48.9	Hey, just a quick message.
1:51.8	If you're building a business right now,
1:55.8	imagine getting advice from the founder of Tart Cosmetics or Airbnb or Patreon or Raising Cains or even Sir Richard Branson or Mark Cuban, some of the
2:04.0	greatest entrepreneurs on earth, people who've actually built billion dollar brands from nothing.
2:10.7	Well, you can get that advice because all of these founders and many more have already joined
2:17.0	me on the How I Built This Advice
2:18.5	Line. Every Thursday, we drop an episode of the How I Built This Advice Line. It's where I bring
	...

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