This startup is betting that not everyone wants to eat healthy. Would you invest? Comment IN or OUT

25 Jul 2022 · 1 min

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0:57

In a concise investor‑style Q&A, the founder of Fups outlines a snack business that targets consumers who reject the "healthy" narrative. The problem is identified as 85% of puff‑snack eaters wanting flavors beyond cheese while 100% of the target segment prefers indulgent, not‑healthy options. The solution is a multi‑flavor puff brand that openly labels itself as "not healthy" on the packaging. The founder recounts how the idea emerged while shopping for a snack that didn’t exist, and describes scrappy tactics such as scraping competitor store‑locator data to build a retailer database, attempting to bring unlabeled snack bags through TSA, and confronting costly cross‑country shipping. Traction includes mid‑six‑figure revenue for the current year (not yet profitable) and milestones like the first stranger purchase. The founder leverages over five years of CPG corporate finance and brand incubation experience as a unique qualification. The video ends with a call for viewers to comment "IN" or "OUT" on whether they would invest.

Chapters

What is the problem that you're solving? 85% of puff eaters want flavors beyond cheese, and 100% of our target consumer doesn't want to eat healthy snacks. What's the name of your business? Fups. What is your specific solution to the problem? A multi-flavor puff brand with not healthy right on the packaging. How'd you come up with the idea? Walking through the grocery store and not finding the product that I wanted to eat at that time. What is the scrappiest story you have from building this business? Scraping data from store locators from other brands to build our own retailer database. How do you make money? Selling snacks to people who don't want to eat healthy snacks. How much will you do in revenue this year? Mid-six figures. Are you profitable? Not right now. What is the craziest story you have from building this business? Trying to bring a checked bag of snacks that were unlabeled through TSA. What is the best oh shit moment you have from building the business? Having our first stranger buy our product. What is the worst oh shit moment you have from building the business? Realizing how expensive cross-country shipping is. Why are you the right person to build the business? I've been working in CPG for over half a decade in corporate finance and brand incubation roles, so I have a unique skill set that allows me to really build a business like this. Comment below if you would invest in this business.