How HA! Npaj Hloov Cov Khoom Noj Qab Zib Qab Zib Aisle

Justin Wiesehan yog tus kheej tshaj tawm cov khoom noj txom ncauj. Tab sis thaum nws pib suav nws cov macro hauv nws qhov kev thov kom noj qab haus huv, nws pom cov khoom noj txom ncauj zoo dua rau koj tsis muaj qhov tsw thiab ua rau nws nyiam. Nws qhov kev thov kom daws qhov teeb meem ntawd coj nws mus rau HA! Ib Txoj Kev Noj Qab Haus Huv, uas yog kab ntawm cov khoom noj qab ntsev uas muaj 11 grams ntawm cov protein thiab 140 calories. Kuv zaum nrog Justin kom paub ntau ntxiv txog kev taug kev ntawm HA! thiab nws cov phiaj xwm rau kev lag luam hauv xyoo tom ntej.

Dave Knox: XNUMX Lab tus kiv cua tos koj rau Webtalk! Dab tsi yog qhov kev tshoov siab tom qab tso tawm HA!?

Justin Wiesehan: Xyoo 2010, kuv yog ib feem ntawm pab pawg uas tau tsim ib lub tuam txhab hauv cov luam yeeb thiab vapor chaw. Nws tau hu ua Mistic, thiab peb loj hlob lub tuam txhab ntawm zero mus txog $ 40 lab nrog kev faib tawm hauv 70,000 lub qhov rooj muag khoom xws li Walmart, Walgreens, ntau lub khw muag khoom yooj yim, thiab hauv cov nyiaj daus las. Xyoo 2017, vim tias muaj kev tswj hwm ntau dua los ntawm FDA thiab los ntawm tsoomfwv, kuv tau txiav txim siab tias kuv xav tawm ntawm lub tuam txhab ntawd thiab mus rau txoj kev sib txawv. Kuv ib txwm ua ib tug ntseeg ruaj nrees pab tib neeg lub neej zoo. Kev tshawb fawb tseem tawm ntawm kev lag luam vapor, tab sis kuv tseem xav tias muaj kev cuam tshuam txuas ntxiv ntawm kev pheej hmoo ntawm cov neeg nqus pa ntau dua li hluav taws.

Kuv ib txwm ua tus tawm tswv yim rau cov khoom uas pab tib neeg lub neej zoo dua. Raws li tus kheej tshaj tawm cov khoom noj txom ncauj - noj Doritos, Cheetos, thiab Lays txhua hnub - Kuv tab tom nrhiav lwm txoj hauv kev rau cov khoom lag luam, ib yam li peb muab lwm txoj hauv kev haus luam yeeb, kuv tab tom nrhiav lwm txoj hauv kev rau cov khoom noj txom ncauj uas tsis muaj calorie. Qhov kuv pom ntawm kev ua lag luam nyob rau hauv cov nqe lus ntawm cov khoom noj txom ncauj zoo dua rau koj lub sijhawm ntawd yeej ua rau kuv tsis txaus siab los ntawm qhov kev xav thiab tsw qab. Cov khoom ntawd yeej tsis txaus siab rau kuv qhov kev ntshaw. Lawv muaj txiaj ntsig zoo rau kev noj qab haus huv thiab lawv muaj cov khoom xyaw zoo, tab sis lawv tsis tau rov ua dua qhov kev sib tsoo thiab qhov saj uas kuv xav tau. Kuv teem tawm saib yog tias kuv tuaj yeem tsim cov khoom uas kuv xav tau rau kuv tus kheej. Thiab nws tau siv yim lub hlis ntawm R & D thiab saib ntawm ntau hom thiab cov khoom xyaw, tab sis thaum kawg peb tau tsaws ntawm cov khoom uas tam sim no hu ua HA! Nws muab cov saj, qhov crunch thiab qhov tsw uas kuv tab tom nrhiav los ntawm cov khoom noj txom ncauj uas tsis muaj calorie, tab sis nrog cov khoom siv ua haujlwm thiab cov khoom noj muaj txiaj ntsig uas muab rau koj 11 grams ntawm cov protein thiab 140 calories nrog cov carbohydrates nyuaj kom txhawb nqa lub zog. thiab noj qab nyob zoo cov rog. Los ntawm kev tsim cov khoom lag luam, nws tau siv sijhawm ntev, tab sis peb ntsia nws, thiab tam sim no kuv muaj cov khoom lag luam uas kuv tuaj yeem noj es tsis txhob tag nrho cov khoom noj txom ncauj uas tsis muaj calorie, thiab peb muaj ntau tus neeg siv khoom thiab xav tib yam.

Knox: Thaum nws los tsim cov khoom, koj tsis yog los ntawm keeb kwm ntawm cov khoom noj. Koj ua thawj kauj ruam dab tsi los coj lub tswv yim mus rau qhov tseeb? 

Wiesehan: Thaum lub sij hawm kuv tau zoo nkauj hardcore mus taug qab kuv macro. Kuv tau noj cov zaub mov nruj ntawm 35% protein, 45% carbs thiab 20% rog yog li kuv pib muaj. Kuv pom ib tus kws tshawb fawb txog zaub mov thiab tus tsim khoom noj hauv Google ntawm txhua qhov chaw. Kuv ncav tes mus rau ib pawg ntawm lawv thiab tsaws rau ntawm ib qho uas nkag siab tias kuv tab tom sim ua, nkag siab txog kev tsim cov carbohydrates, cov protein thiab cov rog. Thiab los ntawm qhov ntawd, peb mus thiab pib muab cov khoom xyaw thiab muab cov khoom ua ke. Thaum peb muaj ib yam dab tsi, peb coj nws mus rau ob lossis peb tus neeg tsim khoom sib txawv, thiab peb tau khiav kev sim siab thiab thaum kawg tsaws ntawm qhov peb xav tias yog qhov zoo tshaj plaws.

Knox: Dab tsi ua rau koj xav tsis thoob thaum koj tsiv mus rau hauv kev lag luam khoom noj txom ncauj?

Wiesehan: Tam sim no kuv nkag siab tias vim li cas noj qab nyob zoo, zoo dua-rau-koj cov khoom noj txom ncauj kim dua. Cov khoom xyaw tsuas yog kim dua. Txhua lub sijhawm koj ntxiv cov protein rau hauv ib yam dab tsi, nws ua rau tus nqi nce. Nov yog ib yam uas kuv tau kawm. Tseem tsis tau muaj coob tus neeg nyob hauv teb chaws Meskas tuaj yeem tsim cov khoom noj txom ncauj no, uas kuv tsis tshua nkag siab txog thaum kuv nkag mus rau hauv. Peb cov khoom siv cov ntsia hlau ntxaib extrusion uas feem ntau cov khoom noj txom ncauj puff ntawm lub khw, zoo li Cheeto, lawv yog ib leeg-ntsia hlau extrusion, vim lawv tsis muaj protein ntau. Cov khoom no yog cov pob kws pob kws lossis qee yam khoom xyaw uas tuaj yeem dhau los ntawm ib tus ntsia hlau. Tab sis txij li thaum peb muaj protein ntau, nws yuav tsum tau mus los ntawm ib tug ntxaib ntsia hlau, thiab tej zaum muaj peb manufacturers nyob rau hauv lub teb chaws yuav ua tau.

Knox: Thaum koj xav li cas HA! yog cuam tshuam kev lag luam khoom noj txom ncauj, dab tsi yog koj lub hom phiaj tseem ceeb nrog lub hom?

Wiesehan: Cov saj yog thawj thiab foremost. Qhov ntawd yog qhov tsav kuv ua lub tuam txhab no. Kuv xav tsim qhov zoo dua-rau-koj cov khoom noj txom ncauj tsis muaj; uas saj thiab kev ntxhib los mos thiab crunch uas kuv tab tom nrhiav. Los ntawm kev cuam tshuam qhov kev xav, peb yeej sim ntaus lub tsev uas peb saj zoo li cov khoom noj txom ncauj uas tsis muaj calories, tab sis nrog cov as-ham rau khau raj. Qhov ntawd yog tiag tiag tus naj npawb ib rau lub hom.

Qhov thib ob yog, tag nrho lwm cov khoom noj txom ncauj peas nyob rau hauv kev ua lag luam tau muab ntawm plaub mus rau rau gram ntawm cov protein ib zaug, qhov twg peb muab 10 mus rau 11 grams protein. Yog li, nrog ob npaug ntawm cov protein, peb tau cuam tshuam qhov zoo dua-rau-koj cov khoom noj txom ncauj, vim tias peb tuaj yeem muab cov neeg siv khoom ob npaug tshaj li lwm cov tuam txhab. Thiab nrog cov txheeb cais uas qhia tau hais tias 51% ntawm cov neeg siv khoom tab tom nrhiav ntau cov protein ntau hauv lawv cov khoom noj txhua hnub, yog tias peb tuaj yeem muab qhov ntawd hauv kev rub-thiab-mus, yooj yim, saj zoo, khoom noj txom ncauj zoo, peb xav tias qhov ntawd cuam tshuam. . 

Cov no yog cov laj thawj uas peb loj hlob 20 mus rau 30% lub hli dhau-hli hauv online. Peb tab tom pib nce kev sib tw nrog lwm lub platform online, zoo li snackmagic.com. Peb tab tom tham nrog lwm tus zoo li GoPuff. Thiab tom qab ntawd peb tab tom nrhiav tso rau hauv khw muag khoom xyoo no. Peb muaj qee qhov kev koom tes sib koom ua ke nrog rau kev tsim tawm hauv Foxtrot Market thaum Lub Peb Hlis. Peb muaj ib xyoos ua ntej peb zoo siab heev.

Knox: Thaum koj saib qhov kev lag luam khoom noj txom ncauj tag nrho, zoo dua-rau-koj tau loj hlob exponentially nyob rau ob peb xyoos dhau los. Raws li koj pitch HA !, dab tsi teeb lub hom sib nrug? 

Wiesehan: Kuv tau mus rau hauv cov kev sib tw tshaj plaws hauv kev zoo dua-rau-koj nrog cov khoom noj qab zib. Qhov ntawd yog qhov kuv hnov ​​​​los ntawm cov neeg yuav khoom txhua lub sijhawm, tab sis lawv zoo siab heev txog qhov peb sib txawv ntawm peb cov qib protein. Peb nyuam qhuav muaj lub rooj sib tham lub lim tiam dhau los nrog tus neeg muag khoom thiab lawv tau hais tias qhov no yog qhov tseem ceeb tshaj plaws ntawm kev sib txawv uas peb muaj uas lawv zoo siab txog. Peb tau txais hauv lub qhov rooj nrog peb ua cov nroj tsuag thiab muaj cov qib protein ntau. Tab sis thaum lawv sim nws, lawv nyiam, "Okay, cov saj no zoo heev." Nws yog qhov no trifecta, tab sis tom qab ntawd peb muaj lub hom phiaj uas sawv tawm ntawm txee. Peb lub hom phiaj ua kom lub hom phiaj lom zem, txaus siab, thiab ua kom yooj yim. Nws tsis xav tias zoo li ntsuab zoo-rau-koj khoom noj txom ncauj. Nws yog qhov kev lom zem ntau dua thiab uas tso cai rau peb sib tw hauv txoj kev nrog kev lom zem, cov khoom noj txom ncauj tsis muaj calorie hauv ntiaj teb xws li Cheetos thiab Doritos, vim tias peb muaj qhov zoo li ntawd rau peb lub npe.

Knox: Raws li koj tau tsim cov flavours rau HA !, koj tau sib npaug li cas cov khoom noj txom ncauj qab ntsev vs qee cov crazier flavors uas tau tshwm sim tsis ntev los no? 

Wiesehan: Kev tsim khoom lag luam yog ib qho uas kuv nyiam ua. Kuv nyiam sim cov khoom qab zib tshiab, tsom mus rau tiam sis thiab saib tej yam zoo li ntawd. Peb nyuam qhuav ua tiav kev sim nyob ib ncig ntawm 10 yam khoom tshiab uas peb vam tias yuav nthuav tawm xyoo no. Muaj ib lub tswv yim los ua txwv kev tso tawm online thiab tshwj xeeb nrog cov khw muag khoom. Ib qho kev nthuav qhia tseem ceeb nrog peb cov khoom yog tias Churro Loco yog peb qhov qab zib nkaus xwb. Peb muaj plaub qhov tsw qab thiab peb muaj ib qho qab zib, thiab Churro Loco outsells peb tus naj npawb ob muag tsw ob rau ib qho. Muaj qhov chaw dawb nyob rau hauv lub khw muag khoom qab zib rau cov khoom qab zib uas peb tab tom tshawb nrhiav nyuaj, thiab peb muaj ntau yam zoo nkauj, qab zib tsw hauv qhov sib tov. Ib qho nyuaj txog cov khoom qab zib yog koj yuav tsum tau saib xyuas qhov sib ntxiv ntawm cov suab thaj. Qhov ntawd tau muaj kev sib npaug thiab kev tawm tsam, tab sis peb tau txais mus rau qhov chaw uas muaj qhov tsw kuv zoo siab heev txog. 

Knox: Koj puas npaj yuav txuas ntxiv qhov kev tsim kho tshiab rau cov qauv tshiab tshaj li qhov tsw?

Wiesehan: Kev zoo nkauj ntawm lub hom, thiab qhov no tau ua tiav ntawm lub hom phiaj, yog, lub hom phiaj HA! Qhov Healthier Alternative. Txoj kev noj qab haus huv zoo dua ntawm dab tsi? Zoo, hnub no nws yog khoom qab zib. Tag kis nws tuaj yeem yog lwm yam. Peb tuaj yeem mus rau ntawm txoj kev cereal. Peb tuaj yeem mus rau qhov chaw ua khoom qab zib. Peb tuaj yeem mus rau ntawm lub sandwich cracker aisle. Lub hom phiaj tiag tiag tso cai rau peb txav mus rau hauv qhov sib txawv, tsis yog tsuas yog cov qauv thiab cov khoom noj txom ncauj xwb, tab sis pawg kuj. Qhov ntawd yog qhov zoo siab, thiab thaum peb saib ze rau ntawm kab, muaj qhov pom tseeb qee qhov kev txhim kho mus ntawm qee yam khoom noj txom ncauj sib txawv.

Knox: Thaum peb saib ntau cov dab neeg ntawm cov neeg ua lag luam tawm muaj, nws yooj yim los saib cov xov xwm ntawm koj paub, "XYZ tsa ntau lab, kaum lab nyiaj daus las." Koj tau xaiv mus rau txoj kev lag luam ntau dua. Dab tsi coj koj mus rau txoj kev ntawd piv rau hnub pib ib hnub thiab sim mus ua suab rau ntau lab daus las rau hom no?

Wiesehan: Qhov ntawd tsuas yog los ntawm cov peev txheej thiab pov thawj ntawm lub tswv yim. Kuv xav kom paub tseeb tias qhov no yog ib yam dab tsi uas muaj ob txhais ceg ua ntej kuv mus thiab tau txais ib pawg ntawm cov nyiaj los ntawm ib tug neeg. Kuv yeej siv sijhawm los ua pov thawj lub tswvyim tawm. Kuv yog ib tus neeg ua haujlwm loj heev, yog li kuv nyiam paub cov haujlwm sab hauv ntawm lub thawv ntim khoom li cas, thiab dab tsi mus rau hauv lub thawv. Koj puas muab daim nplaum? Koj puas muab daim ntawv xa tuaj? Koj puas ua txhua yam no? Peb qhov kev txiav txim siab ntawm kev nrhiav nyiaj txiag yog kuv xav pib hauv av thiab sim ua nws tus kheej. Kuv xav nkag siab txog kev ua haujlwm sab hauv ntawm yuav ua li cas txhua feem ntawm kev lag luam tuaj ua ke, los ntawm kev tsim khoom kom tau txais cov khoom rau cov neeg siv khoom.

Knox: Thaum koj saib rov qab rau qhov kev xaiv ntawd thiab kev taug kev, koj yuav muab cov lus qhia dab tsi rau cov neeg ua lag luam thaum lawv xav txog qhov kev xaiv ntawd?

Wiesehan: Yog tias koj tsis tas yuav ua, tsis txhob ua. Nws tau yog ib qho kev caij tsheb zoo tiag tiag thiab tam sim no peb tab tom tso peb tus kheej kom txav mus rau lwm qhov kev taw qhia los ntawm kev ua tiav qhov kev xav thiab kev tsim muaj peev xwm pom. Tab sis saib rov qab, kuv tsis xav tias kuv yuav ua dua li ntawd yog tias kuv muaj kev xaiv.

Nws tsuas yog ua haujlwm ntau, thiab tib neeg ib txwm hais, ua haujlwm ntawm kev lag luam, tsis yog kev lag luam, thiab xyoo tas los no, kuv tau ua haujlwm hauv kev lag luam thiab kev lag luam. Kuv tsuas yog zoo siab heev kom tau txais qee lub sijhawm dawb rov qab yog li tam sim no kuv tuaj yeem mus thiab tsom mus rau kev lag luam thiab loj hlob mus rau qib uas kuv paub tias nws tuaj yeem ua tau. Feem ntau qhov kev tsom xam yuav yog nyob rau hauv khw muag khoom. Kuv paub tias yog peb tau txais qhov chaw txee thiab muaj tswv yim tiag tiag txog peb cov tswv yim channel, ces peb yuav muaj peev xwm ntaus cov channel nyuaj kom peb ua tiav.