Mar 24, 2022 • 1HR 3M

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

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Appears in this episode

Mike Gelb
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. This podcast also includes bonus episodes. Each bonus episode dives into a particular subject that might not have to due with the fundraise or venture capital, but still would be helpful to founders. For example, a bonus episode on brand strategy or how to construct a board of directors. All bonus episodes will be clearly labeled. For all episodes, please visit For updates, you can follow @mikegelb on Twitter.
Episode details

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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!