Better Snack Options with Ashley Nickelson of B.T.R. Nation
Vending machines might be convenient, but they are not exactly known for their nutritious, high-quality snacks, and it’s high time they got an upgrade! Today's guest is Ashley Nickelsen Founder, CEO, and Chief Snack Officer at B.T.R. Nation, a company on a mission to fix our broken food system, one snack at a time. Join us, as we dig into the problem with junk food in America, the reasons behind Ashley’s decision to build a healthier snack company, and what keeps her going in the face of each new entrepreneurial challenge. Learn about the rules that guide her product development process, the higher prices that accompany better ingredients, and the strategies that are helping Ashley keep her costs down. We also get into B.T.R.’s recent collaboration with Blue Bottle, the launch of their phenomenal co-branded chai spice bar, and much more. Tune in to hear all of Ashley’s fascinating insights and discover how B.T.R. Nation is reinventing the modern vending machine!
Key Points From This Episode:
Ashley’s mission to fix America's broken food system with healthier snacks.
Changes in American policies that would lead to a much-improved food system.
Why Ashley is determined to reinvent the modern vending machine, especially in hospitals.
Her parents’ cancer diagnoses: why it was foundational to the founding of B.T.R Nation.
Naming B.T.R. in honor of her parent’s mantra: to be ‘bold, tenacious, and resilient’.
The conscious decision to name B.T.R. Nation to sound like ‘better nation’.
B.T.R’s guiding principles: low sugar, simple ingredients, and their never-ever list.
Tackling the higher prices associated with quality ingredients.
How they are instituting product development rules that prioritize health over cost.
Why transparency is essential when it comes to ingredient lists.
Simplifying B.T.R.’s messaging to reflect the needs of consumers.
How they are building their own third-party logistics (3PLs).
The exciting outcomes from B.T.R.’s collaboration with Blue Bottle.
Ashley’s vision for a better world: why health should be a right, not a privilege.
“You have to know your why, and you have to lean on it, because you're going to be tested every single day. Even when you have your high of highs, there's going to be something operational that's going to break, and then you're gonna have to fix it.” — Ashley Nickelson [0:15:09]
“A lot of brands have one thing that their platform lives on, and we have three.” — Ashley Nickelson [0:27:22]
“Most people want the bar because it's low in sugar. It has 10 grams of protein, it doesn't have junk in it, and it tastes good. It’s just so simple to consumers, and we have been simplifying our message as we go deeper and deeper into retail.” — Ashley Nickelson [0:27:57]
“The fact that [companies] use the word ‘natural’ to describe the flavor versus artificial flavors is challenging because they're basically made in the same way.” — Ashley Nickelson [0:39:26]
“[The American food system is] a messy industry, and there [are] so many deep, interwoven relationships that are [centuries] old that need to come down.” — Ashley Nickelson [0:55:18]
“Even if consumers don't know it yet — they want a better food system. And a lot of consumers are willing to pay for it, but they shouldn't have to.” — Ashley Nickelson [01:13:14]
“Health should not just be considered hierarchical. It should be accessible to everyone. It's not a privilege, it's a right.” — Ashley Nickelson [01:13:49]
