She's the Sauce

0:00Welcome 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.

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1:15Nicole Glabman: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 a very special guest. This is someone that you've probably seen on my social media. You are probably following her also, Nicole Gladman. She is the founder of She's the Sauce. She's a client, and I'm genuinely a fangirl of Nicole. Nicole, I'm so happy to officially have you on the podcast today. I am so happy to be here. This is like such a full circle moment for us. So I'm like, I know I'm ready to dive in with you and in all things, but this is just really exciting to be here.

2:00I'm so proud of you. I've known you now for a couple of years. It feels like just yesterday, but also it really has been the behind the scenes steps of what it's been taking to make this vision come to life. And I'm just really impressed with how you always figure it out, even from the highs and the lows, like you figure it out. And I knew that right off the bat when the first call I had with you, I had that gut feeling. I get these gut feelings about founders of like, who will figure it out. And you absolutely, I got that feeling right off the bat. And I tell people, I'm like, she literally has the special sauce.

2:41Like she has the vibes, the knowledge, the hustle, the grit, another Long Island girl too. And I'm thrilled to like dive in to the behind the scenes. So before we go too much into strategy and how you've been building, can you take us back to what is She's the Sauce and really what was the space in the market in the sauce lineup that you felt like was missing?

3:09Nicole Glabman:Yeah I think like in the simplest like terms She's the Sauce is we design clean ingredient protein and fiber-filled condiments to help you feel good dipping, dunking, drenching whichever way you like to spread your sauce. And I think it really came to me from the sense that sauces, I've always seen them as empty calories. And a lot of people have been forced to choose between the health and flavor. And I think there was this need for just higher nutritional sauces. And I think it also came from personal issues. I have PCOS, which are hormonal imbalance issues. I have fluctuated weight my whole life.

3:52Nicole Glabman:So I think this also speaks to women specifically because we constantly have heard to kind of sacrifice the sauce. So of course, it's to be enjoyed by everyone, but it is coming from a personal and feminine need. And that also really struck me because before working with you, I had awareness about PCOS, but I didn't necessarily connect the dots so much as far as like food choices and how that affects women with PCOS. And I just have seen you sharing more of your story around PCOS and navigating food and health and wellness and seeing it resonate with so many women. Have you been surprised at that yourself?

4:40Nicole Glabman:It's crazy how many women have found me through like this, like PCOS niche on social media. I think a lot of us, like we love flavor, we love food in general, and we've always had to figure out the best ways to manage our symptoms. And I think that unlock for me was one, it was working out differently than what I used to. I used to do a lot of HIIT workouts. I totally changed that. But I think the even bigger unlock was eating more protein and fiber across all my meals and obviously like less processed foods and things of that sort. So I think once I got really into the nitty and gritty of what I was putting into my body, that's when I took a look at sauce because that was always a non-negotiable.

5:32Nicole Glabman:It didn't matter if I was really trying to manage my PCOS or not, like the ketchup and like the honey mustards or the aiolis, like they were always on the side because that's what I was told, use them sparingly. So then it was like, well, what if I could get benefits from eating these also? So like the more I eat of it, the more benefits I get. And it's really resonated with so many people who feel the same way. And that was something too that I felt was a cool differentiator because we know protein is really having a moment. We know fiber is going to have even more of a moment next year. But even beyond that, I feel like your product, one, is delicious.

6:14I've tested it myself. And two, it's really helping people feel this new connection to an ingredient that often was told to not enjoy and how you've really brought that fun back. And it doesn't have to be something they have to skimp on, but they can have that flavor and feel good about putting it on their food.

6:40Nicole Glabman:totally and I think like for us it it was obviously exciting that protein had this big moment but it was never like we're just gonna throw a bunch of protein in sauce and call it a day it was like came from like this like moment of like how do we make these products that people are sacrificing better for them so that they don't have to and protein and fiber just just made sense absolutely and you were saying that again two years ago when we first started working on it And then protein really blew up. I'm like, okay, let's ride this. But also I always like to look at products of what trends can we ride, but what gives it legs beyond a trend?

7:20And so we're really hitting on all those marks.

7:23Nicole Glabman:Yes. I think like longevity is important, especially in the food space. So it's like, you're right. How do we make sure that this is not just like a fad or a trend? And like, this is something that people could really incorporate in their life beyond the trend. Exactly. So before we go into strategy, because that's what I really want to talk about, because I'm just, you are my muse. I'm so proud of you. Let's talk about your background because you are also working nine to five doing the corporate thing while being a CPG founder. I am so impressed with how you're making it all work. But I also am super impressed of your experience in working with CPG, but in a different way, right?

8:16Not necessarily from the founder side, but how you've been working with brands in your corporate career. So can you walk us through your background and your experience of what you're bringing also into the brand? Yeah.

8:30Nicole Glabman:So other than obviously all my PCOS and health things that I spoke about before, talking more about where I've been for the last couple of years. So I have been working in food and beverage for, I guess, like the last seven years. I started my career at Jet.com, which was acquired by Walmart. I was a buyer for all intents and purposes on the e-com side. So I worked with anyone from J &J to Pfizer on the health side of things. And then quickly realized that I loved the creative advertising marketing side of the business and actually then went over to GoPuff and helped build out their advertising team early.

9:16Nicole Glabman:So it was then that I really got a knack for kind of the snacks and food and bev side of things. So I worked really close with CPG brands who were launching on GoPuff, wanting to run really exciting marketing campaigns. And then from there, I've been at Uber for the last three years working on the QSR and fast casual food space. So working with anyone from a Papa John's to a Wendy's and helping build out their, their marketing funnel on the Uber and Uber Eats app. So I think all of that combined experience with obviously the personal issues gave me that like push to like, I can do it. I could like launch this brand.

10:00Nicole Glabman:I can, I, you know, like I have the passion for it And I had the experience over the last seven years that kind of given me the groundwork to then lay upon. So I think like my one thing people say to me is what you brought up, like quitting your day job right away and going straight in. I think like I've been testing, learning and building momentum for the last like two years now, even while at my job. And there's this like weird freedom that like building while you're working full time gives you the opportunity to like focus on what's truly important. And that has like really helped me kind of balance everything.

10:41I think you bring up a really good point because I feel that in entrepreneurialism, I've been an entrepreneur for 15 plus years now. There is this weird thing that you have to go all in or it doesn't count. And I used to put that pressure on myself too. And And I was really in that mindset. And I like how you are giving yourself foundation. So you're not putting so much pressure on the brand. You're letting it build and scale and taking the right next step and not feeling this panic while also building, right? And I think you've done a really good job with giving yourself that space to do it the right way and not feel like, oh my gosh, you're in this pressure cooker because we live in New York City.

11:38Not for the faint of hearts here. And so I like that you have a solid foundation and also how you're managing your time. You're like, I have this amount of time to work on it. I'm going to get it done because you don't have a lot of room to ponder, right? Like you have to make decisions and make the most out of your time.

11:56Nicole Glabman:Yeah. And, and I do think obviously there will, will come a time where, you know, I have to decide. I just think that people jump in so early and think that maybe they can't make it work, but like we, we are like warrior warriors and like, we, we can do it. It's just, do we, do we want to do it? But yeah, I do. People say to me, like, you know, are you going to be here? you know in the long run you know doing both like probably not but I think like in the early stages of building a brand it's important to not feel that like if I don't you know sell this this product out tomorrow then how am I going to pay my rent so right I think it's important again again to have that that balance and that that that backbone totally and I think everyone's situation is different so I like that you are sharing your journey of doing it both you know, working in corporate and building a brand at the same time, because it's going, everyone's journey is different.

12:56And I sound, I know that sounds kind of corny, but it's true. Like everyone's path of building a brand, it needs to make sense for them. So I like that we are adding this conversation in because it's another way to look at it and giving people the, maybe the breath or the, the, the opportunity to say, okay, I can still pursue what I want. And I don't have to throw everything else away or burn it all down in order to see if this is something I really want to pursue. I agree.

13:26Nicole Glabman:I think you're right. Every journey is so different and unique. So figuring out what works best for you is the most important. Yes. So let's talk about your path of taking this idea of, hey, I want to put ranch on more things. I want to drench my chicken, gluten-free chicken nuggets that I see you eating in honey mustard and making sure that it has like sauce with benefits how did you start breaking down this idea into a product that I know is sitting behind you right now so it's actually really funny but I actually think like interestingly enough my like creative intuition and like the brand vision actually came before the product even existed like I come from a creative space and I always have known how important it is to make sure you understand how you want your consumers to feel when interacting with your brand so it lead to me it was always like sauce is sexy like I that's just like kind of where I took it and before we even had a name before we even had a strategy that we built together I like already had like pictured this whole vibe and that's exactly how I wanted it to feel so once that was in my brain everything kind of started to unfold it unfold from like the naming the back and forth we had with naming yes it it all like organically fell to where it had to be when we eventually came up with she's the sauce because it worked it was bold it was feminine it was it It was confident and it like played into that vision that I had.

15:16Nicole Glabman:And then from there, it was also building the strategy of the brand and what it would, you know, feel, look, taste to the consumer. And something that I would say from my side of the street, I was really struck that you had this, like you just said, the vision. You're like, I want sauce to be sexy. I want to make people feel really good pouring it on their food. And again, didn't have a name, didn't have any sort of, you know, this is the final formula. But that's where I love working with people. And why I was so inspired by you is that we were really able to, one, then drill it down, right? Because so many founders and the better for you, innovative space, like they have these really cool ideas.

16:11But like, how do you just drill it down also of like, it's a condiment brand, it has these added benefits. And it's going to sit here in a retail aisle, right? Like, we really drilled it down, but then also was able to really expand it. And just seeing how you took that and ran with it. I always tell people like, she had her strategy, but then she literally jumped leaped did hurdles like backflips and just took it and ran with it and that's the best way I could explain it from how I've seen you implement I mean it's so interesting because I feel like when

16:49Nicole Glabman:I had first come to you I had like I had this idea I had this vision but I didn't actually like fully realize how much like my story and like the PCOS and the like uh for women like how it would resonate with other women at first I was like you know it sauces with benefits and everyone can enjoy it which they can enjoy but then when we really got deeper into it I was like but like I'm building it because I had this this issue and there are all these other women who are starting to resonate with this like this she's the sauce makes sense like it just like it just clicked it's so clicked and I remember it like it was yesterday those conversations of you know it could be for anyone but also I think I did push I know I did I did push like the PCOS angle and women's health I just knew it was gonna hit I just get these feelings and I'm like no like double down in it and it makes sense and even the designer we brought on also resonated with it remember when we told Izzy that first initial meeting on visual branding she's like oh my gosh this totally makes sense I totally get it and then looking at so many different names and this is why I also tell people like if you don't have a brand name start with brand strategy because once we had that dialed once we heard she's the sauce we're like yeah file the trademark get the domain and do it now and I think like I was hesitant at first and then I was like wait women have like 75 percent of the purchase power like if women are eating it like it's gonna get to men eventually like it it just I think it made so much more sense that we went deep and found our our niche and then like the people will come.

18:47Nicole Glabman:The sauce people will find it regardless. But yes, I mean, it was a journey and I'm so glad that it took us where we went. Totally. And what are the other steps? So after Brand Strategy, went to Visual Branding, House of Wind, she did an awesome job. What were the other steps that you took to one, create the visual world of the brand, but also behind the scenes figuring out how the hell to bottle this idea that you had? Like, how are you balancing those things? Because I feel like so many early stage founders, they get caught up of like what step to take next. And again, it's not a very linear path, but if you could just give us an insight of how you were figuring that out.

19:36Nicole Glabman:Yeah, I think so. Obviously the vision came, the brand idea came, and then I basically got to researching, you know, food scientists in the space, consulting companies that help bring brands to life. And for my first question, when I actually first came up with the idea, I was like, is it even possible? Why hasn't anyone done it? Like what's going on? Maybe like, maybe you can't get a significant amount of protein and fiber into a sauce and have it like still taste good or the consistency be right. So those were things that like were constantly sitting in the back of my head so I had to reach out to all these um food scientists and see if like someone was willing to like work with me and like figure this shit out um right and it was even possible and I found people they were great they helped me basically validate that it was even possible like you know using stuff from a grocery store and then from there it was just building our own recipes and formulas.

20:40Nicole Glabman:And that actually took way longer than, you know, any, anything else that I've been doing. So from like, coming up with the back and forth with the names, the brand strategy, the creative vision, like most of that was like, 80 % of the way done, maybe 100 % of the way done before we even had finished the final formula. So yeah, that was definitely the longer part of the journey? I always tell people to doing brand strategy and even visual branding while you're still figuring out formulation, again, could really help because it helps root what exactly you're going for so that you can make those decisions on formulation flavors, right?

21:24Like, I remember a lot of conversations around that too. So I think it was a good way that you went about it to just one say like it is possible but then having those that roadmap and the visual branding

21:38Nicole Glabman:to then put all the pieces together and I actually as you said like everybody has their own journey everyone does it differently like I definitely don't know how many people are building out like their full you know creative vision and and branding and logo before they have like a product But I do think it was like a strength for us because I was able to share my vision with my food scientist and be like, here's my my my logo, my branding. Here's like my Pinterest board of what I think my photo shoot is going to look like. Here is my target consumer. And like, this is who we were building for.

22:16Nicole Glabman:So in turn, they were able to build to those specs, whereas I think the other way can work. You know, you build your product and then from your product, you build the vision. But I think in my situation, it really works for us. I agree. And now most of, I would say 99 % of my clients are doing it that way too, because the food scientists need to know who is this for? How do you want the experience to be right? Like so many of those touch points and having the strategy and the visual branding of saying like, this is the vibe that we're going for. This is the brand world. it just helps make all those decisions click into place.

22:57Nicole Glabman:Yeah. I mean, even something as little as like, what should the consistency of the sauce be? I'm like, this is my photo shoot. This is my, like, this is what I want. I want sauce pouring on, you know, people. So like that consistency needs to be there. Right. So like even the little things, like it just like, they got it. They got it. So after figuring out the formula, you have your strategy, you have your visual branding cut to a sold out pre-launch like sold out had to stop the cart and I remember I want to say it was like the day or two before you went live we had a call and like I think this is going to hit but also level setting expectations like even if you sell two that's still amazing and I I'm so proud of you.

23:46And then you crush it beyond what I even thought was possible. So can you walk us through like that moment of building up the hype? You did an incredible job with your social, you built up the waitlist. What did that look like getting ready for that pre launch? I think one, it was like, so exciting.

24:08Nicole Glabman:And like, it blew me away. I couldn't even believe it. As and it's my mom's friends, I'll be happy. Just even having some orders come through will excite me. So I think the real unlock there is launching community and content first before anything. I think you know this better than anyone. People love to be on the journey with you. They want to know who you are. They want to see what you're building. They want to basically be there with you. So I think that storytelling and building buzz really kept people, you know, excited as things were to come. And I think like that alone helped us as, you know, we then launched the pre-order.

24:57Nicole Glabman:We had already had 1500 people signed up via email to place an order. And then once we dropped, it was like, bing, bing, bing, bing. I was like, this is crazy. Like, and I'm so grateful. It was just, I didn't think it was going to play out like that. It was beyond even what I thought was going to play out, to be honest. Like I was so, it was such a cool moment when you were sending me the screenshots. I'm like, holy shit, like it's happening. And a few things also to backtrack. I remember in the very early conversations you were starting to save b-roll on your phone of like what you were doing but I always can I tell that story yes it really is like my favorite so Izzy um who did the visual branding was visiting from Australia her and I came to your apartment in New York City we were taste testing different formulations giving our insight and literally Izzy and I were like we're not leaving here until you post a reel like and you hadn't posted anything yet you had the you You had the Instagram, you had the TikTok set up, but I remember you saying like, I don't know, like I have these ideas, they're in my phone, but I haven't posted anything yet.

26:14And I remember genuinely you doing this back and forth with yourself of like, should I post now? And I'm like, yeah, it's time. And Izzy had a really great idea for the reel. She's like, hold these sauces and we're gonna spin you in this chair. like the whole thing was so organic but it was so genuine too and I remember when you hit you posted it put a cute little caption and right off the bat right off the bat people were like oh my gosh this is so fun this is so cool follow engage so it was very satisfying to see that happened in real time I was scared to post on social media I think a lot of founders

27:02Nicole Glabman:are I mean you go into you want to build this brand and then you realize like oh I have to be like a content creator and influencer now too which is scary but I mean it's kind of like ripping the band-aid off like yes as soon as we shot that video and posted it I was like wait I don't even care like I like let's just do it and then it was like every day or every week after that I was like just consistently posting and you're like wow like you know how many people have told me that they're inspired by your social media I love to hear that because I'm like and people say like what's your strategy like what are you doing I'm like when I think of an idea I write it down in my notes and then like I record it like there is no like there's no there is a strategy though there is a strategy because you're building in public you're building community you're speaking to the pain points you're talking about your product the use cases you're taking people behind the scenes so I know you always say there's no strategy there is a strategy the thing that you're doing that I think that maybe you're not giving enough credit to for yourself is that you are pushing yourself outside your comfort zone and sharing it, even if it's raw, uncut, the highs, the lows, because we'll get to that in a moment, the speed bump that hit after the sold out sale, you're telling and sharing that story.

28:35And that's not easy. So I have to make sure we pause and give you credit for that because it's really not easy to do and you're doing it no I appreciate it and

28:44Nicole Glabman:it is interesting like yes I say there was there's no strategy I mean there is strategy but I think social is so it was so new to me a year ago that I didn't really know what what strategy meant behind social I was kind of like taking videos seeing what stuck then when I figure out what's what what resonated then I did more of those videos so it's just like learning a whole whole new new side of things I just have never done so it's just kind of sinker or swim just figure it out and I feel like you you bring up a good point when social and I've been working in social for 15 years with building consumer brands and there's so many different hot takes and there's so many it could get really nerdy and super data driven and kind of suck the air out of the room too when you talk to some people about social my approach has always been storytelling oh 15 years that trend has not left it's only gotten stronger storytelling testing experimenting sharing the kind of boring stuff that you think most people wouldn't find interesting but they do and genuinely building community and authenticity and trust I'm gonna die on that hill Like I've been doing it for 15 years and that's always what I emphasize to people, especially early stage.

30:12You don't have to get super glossy with it. And it really resonates with people and you are running with it. And I really I'm so impressed with how you've been showing up consistently. Thank you.