Is There a Divide Within Better-For-You? // with Jason Karp, CEO of HumanCo

The Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing

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Is There a Divide Within Better-For-You? // with Jason Karp, CEO of HumanCo

The Consumer VC Episode 202 with Jason Karp, Founder & CEO of HumanCo

Mike Gelb

Mar 24, 2022

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Hey Friends,

Last week we had our first LIVE podcast event during SXSW at Cosmic Coffee & Beer Garden in Austin where I chatted with Jason Karp. Thanks for hosting Marc Nathan & Wake up! CPG - Austin.

If you were there - thank you for coming out! I’m certainly looking to do more of these in different cities.

Jason is the founder of Hu Kitchen, Hu Chocolate (acq. by Mondelēz) and HumanCo. HumanCo is a holding company invested in healthy living.

HumanCo currently has three brands - Snow Days, Cosmic Bliss and Against the Grain. This was a pretty timely conversation as they just rebranded their ice cream brand Coconut Bliss to Cosmic Bliss and introduced dairy as an ingredient.

We discussed:

How his personal health journey led him to found Hu Kitchen
Why the success of Hu Chocolate was a total accident
The structure of HumanCo & their approach to incubating and buying brands
Why he rebranded Coconut Bliss to Cosmic Bliss
Is there a bifurcation within better-for-you products
His food value system
Has “plant-based” become a catch-all term for healthy
Why people buy premium products
The future of HumanCo

I hope you enjoy listening!

Discussion about this episode

The Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing

The Consumer VC takes a look into early-stage consumer investing and venture capital. If you are interested in learning about consumer trends, have a b2c business and interested in learning about the fundraising process at the early stage, you have come to the right place.

Mike interviews some of the top venture capitalists in the world that focus on B2C and consumer type companies or have a deep track record investing in these categories such as marketplaces, SaaS, social, CPG and non-tech subscription.

Mike also interviews founders that are building some of the most disruptive consumer facing companies in the world. The conversation usually includes the insight the founder discovered, fundraising strategy, and the pitch.

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