Mom Snacks

0:00Maggie Slavonic:Welcome to the Emerging Brands podcast. Sharing the stories behind brands you'll want to shop next. I'm your host, Kelly Bennett. I am a New York City-based brand strategist for CPG Food and Beverage Brands. In each episode, I'll take you behind the scenes of founders that are building better-for-you products and bringing them to market. it. Also, I talk to brand builders, retailers, industry experts, and tastemakers who help bring those cool products to your shopping cart. You will hear stories of real-life founders, their launch strategies, and practical advice you could use to grow your own brand or simply discover what's next on shelf.

0:42Maggie Slavonic:And the best part is you could shop all the brands featured on the show. This podcast is brought to you by Hummingbirds. Hummingbirds is the go-to platform built for creator-powered retail activations. They're connecting everyday creators with CPG brands to generate shelf-level awareness, drive in-store momentum, and generate authentic content in markets that matter the most. Go to hummingbirds.com for all the details and let them know I sent you. Now, let's dive into the new episode. Hi, everyone. Welcome back to a new episode of Emerging Brands Podcast with Kelly Bennett. Today, I have Maggie Slavonic.

1:28Maggie Slavonic:She is the founder and CEO of MomSnacks, which is this very cool, functional snack brand that is targeting moms and making sure they have the right nutritional snacks and just feeling really supported in this wild ride of being a mom. And Maggie, this is a really cool brand. And I'm so glad that we connected because this space of CPG brands, particularly for moms, I'm seeing more and more of. And I, one, I tested your, I taste tested your snacks and they were really good. And so I'm really excited to have you on and talk about how you're building the brand. Yeah, thank you for having me. I'm so happy to be here.

2:14Maggie Slavonic:Awesome. Yeah, I'm excited to dive in. Perfect. So let's first dive into what is MomSnacks and what was the white space you saw in the market that you really wanted to fill with this brand and product line? Yeah, okay. So MomSnacks are a nutrient-dense snack line for moms. and my background, I have a background as a nutritional therapist and creative director. And, um, just my practice was mainly moms. I've, you know, just wound it down to work on this, but it was mainly moms. And I was seeing that, I mean, and a mom myself, I have a four and a seven-year-old, but every mom that I worked with was like, I feel like garbage.

3:02How can I feel better. I'm exhausted. What do I eat? And there were some trends, like I was seeing like autoimmune activity and, you know, other, other things really that, you know, kind of come from long-term nutritional deficiencies in women and particularly moms. And I got the idea for mom snacks. It really came to me kind of like a cosmic download. I was, um, I almost died giving birth to my four-year-old.

3:34Maggie Slavonic:Oh my gosh. It was a very traumatic situation, which I'm happy to go into it at another time, but, um, it was through working through that trauma that basically I got sent home less than 48 hours later and there was like zero support for me. So that coupled with working with moms, about a year after that incident. I had kind of a cosmic download for mom snacks sitting in my car across the street from my kids' school. And I just started writing and it all just kind of like dumped out on the page, like the concept, the voice. I wanted it to be, you know, real talk for real moms, not the opposite of a beautiful mommy brand, basically, like not this unattainable ideal we're trying to reach.

4:23Like it's hard, it's crazy, it's ugly, it's joyful, it's all the things. So that's really what I want the brand to express to be like very relatable. And for there also to be education for moms, like we don't know we're nutrient depleted. Most of us don't. We know we feel like garbage and we're tired, but we don't know why. And the snacks we're eating are like, whatever's at the bottom of the bag, or that we've grabbed for our kids as we're out, you know, so So mom snacks is kind of supposed to fill that gap of like nutrient dense snacks that moms can take with them on the go. And they target different things like different phases.

5:00Maggie Slavonic:That's what I want to get into next, because your background as a functional nutritional therapist. What so before we dive into that, what exactly is that? Just so there's a good working understanding of your point of view. Yeah. So basically when my clients, by the time they find me, they've kind of down, gone down most avenues of conventional healthcare and even like conventional nutritional care, um, that is kind of based on the standard American diet without any results. And they're super frustrated. So as a functional nutritional therapist, um, I dive into what's going on in your gut. I start with your gut no matter what, whether I'm trying to help a woman get pregnant, dealing with autoimmune, dealing with blood sugar regulation, eggs, whatever it is.

5:48I start with the gut. So I'll test your gut. I'll do food sensitivity testing if needed. We'll do some blood panels, some hormone testing, you know, kind of whatever it is. But I always start with the gut. So and then I give my clients a protocol that's, you know, food, lifestyle and supplement and really work together. closely for about four to six months before we kind of retest and see where we're at.

6:14Maggie Slavonic:That is so interesting. So the, the next stage of mom snacks of how you pair the flavors and the ingredients, was that inspired by these particular gaps that you were seeing that women needed support filling? Yeah, I was seeing just, you know, beyond lactation, there's no convenient food on the shelf. And, you know, there's modern life, right? We're all snacking. We're all it's life is fast. Everything's moving faster. And there's just no real nutrient dense snacks that are specifically made for moms or even marketed for moms. Most things that are marketed for moms are for kids. So, you know, this is like, I, the, and also the reason why I called it.

7:02Mom snacks was like, I really don't want moms to have to think like mom snacks. That's for me. Like I see it on a shelf. I know it's for me. It's calling my name.

7:10Maggie Slavonic:It's really clear. Yeah. So beyond lactation, there's, there's very little. So were you seeing that it's particular ingredients that moms need during different stages? Like what was the gap that you were seeing as far as like, you know, healthy crackers that you could find at the grocery store versus what mom snacks is putting into their product or your products? Yeah. So I'm, you know, I kind of like to akin mom snacks to like, well, our first skew, we have more in the grocery set coming, but our launch product are kind of like a fancy Dorito. I mean, who doesn't love to eat a bag of Doritos.

7:51Right. Got it. So, um, but yeah, really just thinking about, okay, what's missing. A lot of moms are missing B vitamins. A lot of moms are missing magnesium. Um, let me see if I can, you know, I've added some prebiotic fiber. They're all high in fiber because again, gut health is the foundation of health. Right. So yeah, I just, you know, there's, there's certain things that are just missing from our food in general and, you know, we're all eating more processed food, unfortunately. So, um, trying to make it as, you know, it's clicked at a very low bake, like really just maintaining the integrity of the ingredients.

8:35Um, so yeah, I just saw, you know, there's certain nutrients that moms need that I know they need that are really important to add to these snacks or make sure that the ingredients contain. And can you walk us through the SKUs that you're going to be launching with? Yes. So we're, and again, like the brands, you know, a little cheeky and irreverent. So, um, momager is kind of, you know, for the everyday on the go mom, it really is targeting blood sugar regulation. Mom gut is really getting down and dirty with gut health. Um, again, they all are good for gut health, but this has, you know, pre and postbiotics added to it.

9:14Um, Um, and momager is kind of like, uh, they're all savory, um, savory flavors. And, uh, let's see, what else do I have? I'm new here is for, you know, those, I thought that was really cute. Yeah. Those immediate, uh, immediate postpartum months or years. Um, and then, uh, last but not least is mind fuck, which is for cognitive brain support for our mom. Yes.

9:41Maggie Slavonic:So what is in that? Like, I just want people to understand what is so unique and different of the ingredients and how you're connecting the dots. Yeah. Omegas are super important. So, um, again, for example, for I'm new here, um, you know, new moms really need more fats. That's really important. So the fat, you know, the macros, the balance of the macros are a little different. So the healthy fat contents and the omegas and, um, I'm new here are going to be a little higher. Um, let's see for mind fuck. Also, omegas are important. Vitamin Bs are important. I'm adding vitamin D to every skew. And again, it's just kind of the balance of where those ingredients fall and what I'll bump up for nutrient levels that are more important for each skew.

10:34So I'm also adding some, you know, adaptogens like lion's mane and some other mushrooms and things like that to the SKUs as well.

10:44Maggie Slavonic:Cool. And what has been your strategy to bring this product to market? I know that you're a part of Dream Ventures. Kelly and Annie have been on the podcast. They are incredible. They're amazing. They really are. I would love to hear just how you started going around, going about now turning into a CPG founder, which is a totally different ballgame. And it's always a wild ride hearing people's stories of making that leap. But I would love to hear what were those initial steps and how you're going about launching this product? Yeah. So when I had the idea, my husband was actually at Expo West at the time.

11:27Oh, what was he doing there? He had a he ran a hand sanitizer company called Emu, which he has since he's he's moved on to other things. But at the time he was there with Emu and I had this download. I was like, go to the Hot New Foods and tell me if there is anything for moms. I was like, please just go. I have this idea. So there was nothing. and um anyway I just had this idea I was like how the hell do I do this so I just sent out hundreds of emails I was like I don't know how to do this right and um I got introduced eventually to this woman named Erin Patinkin I don't know if you know her but she's amazing and um I worked with her for about 11 months just really diving into it while also having my nutrition practice and being a mom and you know so I worked with her for 11 months just really diving into mission, vision, values, our three to five year strategy.

12:26What is, what is actually my launch product? What's it going to be? You know? Um, so I did that and then I thought I could raise money without having a product. So I tried to do that. That didn't work. So then I, it's been like, you know, two and a half years of pivots. So then I buckled down, my husband and I decided to bootstrap. I have been bootstrapping up to this point until I started raising earlier this year and just went in and developed the first two SKUs and made a bunch of samples and then started just enjoying Dream Ventures and then have just been kind of like on a roadshow while at the same time.

13:09I had them made in Switzerland, which we're now moving our manufacturing here, which that's kind of the piece I'm in now is figuring out who I'm going to onboard with to get this to market.

13:23Maggie Slavonic:So something that you touched upon was fundraising and creating your samples in order for people to really understand what they could be investing in. Can you break that down a little bit more? Because I know so many early stage founders listen to the podcast and you're so much in the trenches of it. So I would love to hear that real honest, how that process is going. If you could break that down a little bit more. I mean, yeah, it's been, it's been really fucking hard. Yeah. No, I'm right. Yeah. No, I, um, yeah, I just, I feel like this was something that was given to me. I've had thousands of ideas.

14:05This is like a half to idea. So, um, yeah, when it didn't work. I was just like, okay, how, how much is this going to cost? Like, how can I do this? So, um, you know, dug into the savings and yeah, just really, again, found some people who kind of got the idea who were excited about it to help me develop, um, the first SKUs. I mean, and it's, it's hard. It was really hard, but it was like, I just knew if I could keep putting one foot in front of the other, which is still how I feel every single day. Like every day, if I can take another step, then I'm, it's still moving forward. Right. And I will say like, that's, that was, I was like, okay, well, this didn't work.

14:53So now I have to make the products. And I just like knew that I had to, so people could taste it. And for me, I was like, well, let me make sure that I can actually do this thing. Let me make sure that I can build a product that I envision in my mind. right. That's actually as nutrient dense as I want. That also tastes delicious. That's crunchy. Cause like, I want moms to enjoy what they're eating. And I've thought about things like, I don't want any residue on the fingers. I don't want a breath trail is what I'm calling it. Like, you know, there's a lot of things that I've thought about. So I was like, I want to make sure that I can actually do this.

15:29And honestly, having to be super scrappy, I feel like has like taught me so many things and it kind of is better that this is how it happened. Right. Because I've had to really like dig down and be super resourceful. And, um, yeah. And I think it's also proved now to my current investors, you know, like they've watched me do it. A lot of my first investors are friends who have seen me build this. And now, you know, like today people are investing in me, right? And the idea, but they want to make sure at this stage, like the founder is who they're believing in.

16:11Maggie Slavonic:Exactly. And that's a huge piece of the puzzle, especially when you're just new to the industry and you have a brand new product and doing something different that hasn't been done quite yet. Yes. That's, they're really taking a bet on the founder and how you move. So what has also been some of the selling points or the messaging that you feel like is resonating with investors as you're fundraising? You know, I think really selling that this is an overlooked category. It's not like it's a category that doesn't exist, right? There's lactation cookies, there's things for lactation, but then it's a desert, like it just falls off.

16:53And so, you know, really selling that point. And also that moms control 85 % of household food spent, like we're, we're the ones doing the shopping. And so, um, it's just funny because the moms aren't niche came about because, you know, when I first started doing these pitches, which, you know, you change how you talk about things based on the response you get. Right. And understand what hits. It's like, everyone's like, oh, it feels like a small market. Like it's such a niche market. And so I really am hammering it into people's heads. It's actually not niche. Like we're the ones buying all of the food and there's nothing for us.

17:39Maggie Slavonic:Got it. So when you adjusted that messaging, have you felt that that's resonating more with potential consumers as well, because you also have a practice, which is cool that you have moms. Yes. So I tapped in. Yeah. I've tapped in deep into like the mom group world. I mean, moms are super excited. Any mom that tries this, they're like, oh, so it's for kids. I'm like, no, it's for you. They're like, what, wait, this is for me. And they get so excited. They're like, someone's thinking about me, like, yes, these are for you. These aren't for kids. The kids love them. They're good for everyone. They're designed for moms.

18:20That's a good point too. You know, like they're good for everyone, but they're designed for moms.

18:26Maggie Slavonic:It's a really, again, I've been seeing more brands speaking more directly to moms and what you're saying past the lactation and trying to think about more support. And that's what really caught my eye about your brand and your products is how you are really focused on the ingredients at different times or at different stages, even beyond, you know, what's on the market. And I think that's a really cool piece of your story. Thank you. And I'm going to add one more thing that I changed that just popped into my head. So the postpartum period is about 10 years. It can be up to 10 years. 10 years. Yes.

19:09I took anything that said postpartum actually out of my deck and out of any materials. Because especially trying to raise money, people see postpartum. What do you think? It's a finite period of time, right? It's like six months, six weeks, you know, everyone has their like postpartum definition.

19:35Maggie Slavonic:Or when maternity leave is over. exactly got it so I felt like yes the entire you know we all need to be educated on how long the postpartum period actually is I felt that that was a barrier to entry for me like focusing on any type of like postpartum talk and that's going to come with the education piece but as far as raising money and just for like founders out there, like if something isn't hitting, like if people aren't getting, if you know what it is, but people aren't getting it and it's too much of a hurdle. I was like, why am I trying to educate people right now? Right. It's for moms. Like it doesn't matter.

20:17This is for moms of every phase. And that's what I'm focusing on because that actually tells the story and to my, my target is moms, all moms.

20:29Maggie Slavonic:Thank you for sharing that because, again, when you are so early on, the idea of fundraising can be so mystical and this other world that you're stepping into. So I appreciate you sharing that and really going back to listening, seeing what hits. Yes, you can have a part of your story and brand that speaks to a particular use case, but it doesn't necessarily have to be the only thing you speak to. and being really aware of who you're communicating this to and why and giving yourself that space to adjust what you need to adjust in order to have your audience understand what you're speaking to. Yeah, you have if there's anything I've learned in my nutrition practice is you have to meet people where they are.

21:18So if if I'm trying to get a client to climb a mountain, but they're really only ready to climb a hill, I can't keep pushing the mountain. So it's like, let's start with the hill and eventually we'll get to the mountain. Right. So meeting people where, where they are is how you get people to hear you and how you get people to, at least with my clients, like their compliance was so much better. Right. Cause it felt attainable to them.

21:48Maggie Slavonic:Right. You felt like you can actually do it. Exactly. I love that. So what piece of advice would you share with a founder who's in the really early stages or maybe interested in joining an incubator or learning how to fundraise? Any piece of advice you would share there? I would say Dream Ventures was like the best choice that I've made. Um, one of the best choices I've made on this entire journey, just building, especially I'm a solo founder. Um, I don't have a co-founder. It's a very lonely existence and, you know, finding that support system, whoever it is, which is really what dream ventures has brought me is this insane support system.

22:41that's huge whether it's one person two person people whatever like having support and also just every day taking a step like just just keep moving because you are going to have to pivot nothing nothing is going as I thought it was going to go for better and worse like some things I'm like oh wow I had no idea that was going to happen that's amazing or like okay this isn't working. I have to pivot, like have to be open to pivot pivoting without compromising like the soul of what you're trying to make. Right. And having a support system. I mean, that's, that's been the biggest thing.

23:24Maggie Slavonic:That's a great piece of advice and a great reminder because so many solo founders listen to this podcast and I always appreciate when people remind them that they don't have to do it all alone and really start reaching out. And even maybe going back to originally what you did of sending out emails and sharing a little bit of what you were working on and seeing who could support you or who had some resources or network doing stuff like that, like just starting to put yourself out there and seeing what comes back to. So totally, because what I found is that people want to help. Yes. Like people want to help, especially people that have done it before, people who believe in the product or idea or whatever you're creating, people that believe in you.

24:13People want to help, but they don't know that you need help if you're not asking.

24:17Maggie Slavonic:Thank you for saying that, because I know so many founders are so hesitant to ask for help. I know myself, I've been freelance entrepreneur, building brands for 15 years, 15 plus years. I was always so anxious to reach out to other people. I only unlearned that the last few years at my late thirties. Yeah. And I wish I had done it so much sooner. I know. I mean, same it's been, it's, it's not easy. You just got to rip the band name off. Actually my CPG advisor, Aaron, because I'm used to working one-on-one with people. And before I was a designer and a creative director, I was like behind a computer.