Give Them What They Want with David Jacobowitz of Nebula Snacks
In this conversation, David Jacobowitz, founder of Nebula Snacks, shares his journey from a childhood filled with sweets to creating a line of luxurious, sugar-free chocolate bites. He discusses the challenges of managing his health, the experimentation process behind developing his products, and the ways in which customer feedback helps shape his brand and product line. David emphasizes the importance of taste in healthy snacks and the benefits of using natural sweeteners that do not spike blood sugar, making his products suitable for those with dietary restrictions. He shares valuable lessons learned from his digital marketing background, emphasizes the significance of maintaining healthy profit margins while growing a CPG company, and the importance of maintaining personal involvement in all aspects of the business. David wraps up by advocating for a positive relationship with food, because food is meant to be enjoyed, not feared.
Takeaways:
David's childhood nickname was 'the vacuum' due to his insatiable appetite.
He faced obesity and potential diabetes at a young age, leading to a long phase of fad dieting.
During COVID, he began experimenting with making his own sugar-free chocolate to get his sweet snacking under control.
David aimed to create a product that didn't compromise on taste while being healthier.
He used monk fruit and allulose as sweeteners to avoid the aftertaste common in other sugar-free products.
The development of his chocolate took years of experimentation and customer feedback.
He initially launched with full-size chocolate bars before transitioning to smaller filled cups.
Mint chocolate became a top seller despite David’s original dislike for that flavor.
Customer feedback played a crucial role in flavor development and product offerings.
David's products are designed to not spike blood sugar, making them suitable for most diabetics, though different individuals have unique blood sugar responses.
Manufacturing challenges can be significant for startups.
Protecting profit margins is essential to sustain a business.
Pricing should be based on actual costs, not market feelings.
Food should be enjoyed, not feared.
Transparency in food ingredients is increasingly important.
Chapters
03:00 - The Sweet Beginnings: David's Journey with Sweets
05:39 - From Fad Diets to Sustainable Solutions
07:59 - Crafting the Perfect Sugar-Free Chocolate
12:00 - Experimentation and Flavor Development
18:44 - Customer Feedback and Flavor Evolution
24:23 - Understanding Blood Sugar and Health Benefits
34:28 - Understanding Blood Sugar and Snacking
35:41 - Customer-Centric Product Development
37:12 - The Challenges of Manufacturing
40:19 - Lessons from Digital Marketing Experience
42:37 - Key Lessons from Three and a Half Years
45:54 - Advice from CPG Leaders
53:37 - Personal Snacking Preferences
57:53 - A Better World Through Food
01:03:37 - Closing Thoughts and Future Aspirations
Sound Bites
“The doctor said I was obese, at 10 years old, and I was heading towards diabetes."
"I own a Zero sugar chocolate company, but I do still have some sugar.”
"You can have a better-for-you product, but if it doesn't taste good, you're solving nobody's issue. Taste matters"
“I can't give a hundred percent guarantee that it won't spike your blood sugar because everybody's blood sugar is unique.”
“At the end of the day you gotta listen to the customer. They're requesting flavors, they're requesting products, those are the ones I'm gonna be launching.”
“Until you reach a certain point, do everything yourself. It's gonna suck, but you will become far more appreciative, learn the ins and outs a lot quicker, and be able to establish firm relationships with your customers."
“Protect your margin because once you actually hit scale, particularly in retail, you're going to need it."
"Don't price based on feeling and market comps alone. Know your numbers.”
"Snacking is my superpower."
"Food is meant to be enjoyed, not feared."
"The consumer's wisening up, and that's what we're really all about.”
Links
