With CPG brand saturation booming—especially in snacks, wellness, and plant-based products—building a standout brand has never been tougher. So how do you cut through the noise and build a business that truly thrives?

Erica Groussman, founder and CEO of TRUBAR—the plant-based protein bar brand redefining the snack aisle with clean ingredients and a mission-driven approach—opens up about the real journey behind building a CPG brand from scratch. From decoding food labels to landing shelf space at Whole Foods, she shares the unglamorous, unfiltered side of entrepreneurship.

Erica reveals how grit, gratitude, and grassroots hustle helped TRUBAR break through a saturated market—and why staying composed in the face of rejection has become one of her greatest strengths as a founder.

TAKEAWAYS:

- Building a brand around clean, transparent ingredients can be a powerful differentiator in the crowded CPG space.

- Educating consumers—especially around label literacy—can strengthen brand trust and loyalty.

- Every founder faces skepticism and rejection; resilience and persistence are essential to getting past the “no’s.”

- High-performing entrepreneurs share a relentless, resourceful mindset and a bias toward action.

- Strategic relationship-building and strong industry networks are critical drivers of long-term business growth.

TIMESTAMPS: 

00:00 Intro

02:47 Understanding Clean Ingredients and Their Importance

06:52 The Journey of a Founder: From Idea to Reality

10:41 Marketing Strategies: Getting TRUBAR into Consumers' Hands

14:47 Scaling Up: Achievements and Future Aspirations

18:40 The Founder’s Superpower and Gratitude in Business

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