Watch: FitJoy Discusses How It Capitalized On The Opportunity In Grain-Free Pretzels

At Expo West 2023 reporter Lukas Southard spoke with FitJoy founder and president Norman Taliaferro to discuss the roundabout journey the brand has made from whey protein bar to its line of grain-free pretzels.

Based in Austin, Texas, the snack brand began with a functional food focus, but has since evolved to a broader snacking platform, highlighting its new peanut butter-filled, grain-free nuggets and a soon-to-be released allergen-friendly round cracker at Expo West last week.

Taliaferro discussed how he used other disrupting food companies, like Siete and Simple Mills, as models for how to bring new life to a familiar category. In his video interview, Taliaferro explains how FitJoy set out to not just fill a white space in the allergen-free snacking aisle but to innovate the category in ways that made the brand’s products accessible to all consumers, not just those avoiding grains.