Jason Wright made a new kind of snack chip, and he knew it was good. When people tried it, they bought it. He even launched inside Whole Foods - a dream for many food brands.
So after it launched, why were sales dead?
To save his business, Wright needed to untangle a problem that bedevils many innovators: The concept was so new that consumers found it off-putting. "Because having a product that's never been done before, with a name that they've never seen before," he says, "puts people in a bad place, or they just walk by it." Instead of showing them his idea, Wright realized he needed to speak their language first.
Wright never actually set out to make snack chips. His company, Wilde Brands, began with protein bars made with real meat - like an updated beef jerky. But Wilde had a larger competitor it couldn't keep up with.
"I was thinking of how to save Wilde, and I was depressed," Wright says, in his South Carolina twang. "So I turned to my Southern roots comfort food. I was eating potato chips. And meat was on my mind, because we'd been making protein bars out of meat."
This story is from the Startups - Spring 2024 edition of Entrepreneur US.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the Startups - Spring 2024 edition of Entrepreneur US.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Doing Good Is Good for Business
Want to grow your franchise? Invest heavily in your community.
You're Never Out of Options
An entrepreneur's path is never simple or easy-but you have more opportunities than you think.
YOUR NEXT RECRUIT COULD BE A ROBOT
Across the franchise industry, brands are putting AI to use in all kinds of novel ways. From customer service to better marketing and quality control, here's how brands are taking the leap into automation.
'MY JOB IS TO KEEP THIS BRAND HOT'
Taco Bell's new CEO is, in his words, \"not the dictionary definition of a CEO.\" But he has a vision for how to keep their winning streak going.
These Franchise Trends Are Hot!
If you're looking to buy a franchise, start with this list. We break down 10 of the industry's hottest trends, and more than 400 brands to choose from.
How He Opened 10 Franchises in 10 Years
After being laid off twice in two years, Josh Grinstead became a GYMGUYZ franchisee and now makes more than $1 million in annual revenue. Here's his playbook.
Busting 3 Major Franchising Myths
Is franchising really just for the affluent looking for a turnkey, \"easy\" path to success? No, no, and no!
Which Franchise Model Is Right for You?
There are two big ones: You're either a location-based business, or you're service-based. Here's how to decide between them.
Ready to Own Your Own Business?
This magazine is designed to help you. Here's how.
Charities Are Getting Down to Business
Nonprofits are struggling. That's why more charitable leaders are taking a page from their for-profit peers-and learning how to make money.