Scaling a food brand: lessons from the founder of LÄRABAR

Executive overview

Early-stage founders often worry about maintaining brand identity as they grow — but the product has to come first. Lara Merriken (LÄRABAR) and host Guy Raz field calls from three consumer product founders, offering blunt, practical advice on retail placement, messaging, and fundraising.

Authenticity is not a problem to solve — shipping a product people want is.

Getting into retail and choosing the right category

• Retail placement defines perception: being shelved in the wrong category can kill a product launch.
• LÄRABAR was nearly placed near candy bars; Merriken pushed back and walked away from the retailer — the right call.
• Max Caffeine Gum suffered after Walmart placed it in the candy aisle; sales stalled due to category confusion.
• Sports nutrition or supplement aisles are more natural fits for functional products than candy sections.
• Know where your product belongs before a buyer decides for you — have a point of view and defend it.

Packaging and brand messaging

• "World's strongest caffeine gum" communicates nothing useful to a shopper.
• A simple, concrete value proposition on pack — e.g. "rocket fuel for your workout" — does more than a tagline.
• What you say in a pitch conversation needs to be visible on the package and website from day one.
• LÄRABAR had to educate consumers that fat in nuts was "good fat" — lead the narrative, don't wait for buyers to figure it out.
• A brand bible that articulates your core message helps sales conversations with major buyers.

Targeting and focus

• Start with one customer tribe; others will follow if the product works.
• Max Caffeine Gum's market (Uber drivers, athletes, hospital workers, shift workers) is large — but that's a reason to narrow first, not broadcast wide.
• LÄRABAR started with hikers; it became a mass product only after proving itself in a focused segment.
• Use early cities or markets as testing grounds: learn what works, then replicate it.

Fundraising and early-stage funding

• Crowdfunding is a viable first step — but campaigns need promotion and instruction, not just a page.
• A failed Kickstarter is not final: relaunch on a different platform or with better preparation.
• Asking for money from people you know is hard — but it is a skill that can be built incrementally.
• Frame asks around equity and belief, not charity: "I'm raising $25k to get to the next phase — here's what you'd own."
• Going where the energy flows (people already excited about the product) is more effective than cold outreach.

Product fundamentals before scaling

• Shelf life, packaging stability, and formulation must be solved before pursuing wide distribution.
• Body care and food products alike need consistent, tested product before a major retailer takes you on.
• Use the early period to do thorough research and development — you will still learn on the fly, but be solid on the basics first.

Founder mindset and resilience

• Optimism and forward thinking are core entrepreneurial traits — but they must be paired with curiosity and listening.
• Lead with questions: customers will tell you what the product does for them, which shapes your messaging.
• Asking for help — from investors, mentors, or peers — is a learnable habit, not a personality trait.
• Merriken's path from food founder to positive psychology graduate illustrates that entrepreneurship involves ongoing reinvention.