Gut Health on the Go-Go with David Istier of gutzy Organic
In this conversation, David Istier, founder and CEO of gutzy Organic, shares his journey from personal health struggles to creating a successful line of gut health snacks. He discusses his early stumbles with the brand that caused the need to reformulating the products to dial in taste and texture, the importance of organic ingredients, and the challenges he’s faced trying to grow a brand in the CPG industry. David talks about consumers’ growing concern for gut health and the difference it makes when you use quality ingredients, even if they’re more expensive. David then shares his vision for the future of gutzy Organic, and his commitment to inspiring healthier lifestyles.
Takeaways:
gutzy Organic focuses on gut health through delicious snacks.
The journey to gut health began with personal health struggles.
Reformulating products to dial in taste and texture is crucial for market success.
Organic ingredients enhance product appeal and quality.
Gut health is a growing concern in the US and worldwide.
The pouch format was chosen for on-the-go convenience.
Prebiotic fiber is essential for gut health, which aids overall wellness.
Balancing protein and fiber is key for a healthy diet.
David’s past CPG experience helped him grow gutzy Organic.
Chapters
03:00 - Introduction to gutzy Organic
04:07 - The Journey to Gut Health
07:29 - Reformulating for Success
12:11 - The Importance of Gut Health
13:27 - Choosing the Right Product Format
14:44 - The Power of Prebiotic Fiber
18:25 - Navigating the Gut Health Trend
23:02 - Balancing Nutritional Needs
28:10 - Lessons from Industry Experience
32:51 - Navigating Cash Flow Challenges
34:57 - The Importance of Brand Positioning
39:15 - Evolving Brand Identity and Packaging
43:49 - Surprising Challenges in Entrepreneurship
52:04 - Celebrating Retail Success and Expansion
55:50 - Vision for the Future of gutzy Organic
57:46 - Personal Insights and Advice
Sound Bites
“It actually started with a business struggle that turned into a health challenge.”
“I ended up going to see a herbalist and that's when I discovered the power of plants and the power of gut health to heal my body.”
“Gut health is such a big problem in the US, maybe worldwide.”
“We worked with GoGo Squeeze to reformulate the product to make it more palatable, better testing, and scalable.”
“It's part of the journey, like the up and down and the learning curves and the pivot and the adjustment, right?”
“Only one in 10 Americans eat the five a day of fruit and veggies that people should be eating.”
“Only one in 20 actually meet the daily fiber requirement.”
“So it's like super delicious, a little bit of sweetness from natural sugars from fruits and veggies, no added sugar in it and also extra clean deck of ingredients. We don't even add coloring or flavoring in our products.”
“I call Acacia the queen of prebiotic, it's because it's the purest form that blends well, and doesn’t call bloating and gas.”
“It's very hard to get a plant protein that doesn't have a chalkiness to it, so we use organic yellow peas because it’s sustainably grown in the U.S., clean, and easy to blend.”
“At Quorn and GoGo Squeeze I learned how to build a new category and create awareness.”
“You think you have a business plan and then reality starts and it takes a lot longer than you think.”
"Building a brand takes time and money."
"Less is more in the food industry."
“The Stoic Sage, or wise man, needs nothing but uses everything well; the fool believes himself to “need” countless things, but he uses them all badly.”— Donald J. Robertson