Watch: What I’ve Learned: Lessons Used the Second Time Around

With alternative rice brand RightRice, Keith Belling, the company’s founder and CEO (and snack brand Popchips’ co-founder and chairman) saw a fresh opportunity to shake up a center store staple. At NOSH Live Winter 2019 in Santa Monica, Belling shared tasty takeaways on moving from crunchy snacks to a better-for-you take on an ordinary pantry item — and seeing rapid first-year growth.

After Popchips hired a new CEO about seven years ago, Belling considered launching another brand while working as an advisor and investor. He noticed that while rice is “one of the most beloved foods in the world” — and a $2 to $3 billion category — many consumers had strayed away because it had little nutritional value. And though cauliflower rice had started to emerge, he felt it “didn’t scratch the itch.” Instead, Belling last year launched RightRice, a 90% vegetable blend made mostly from lentils, chickpeas, green peas and a little rice.

The brand tries to appeal to macro trends like keto, protein and fiber, but wasn’t aiming for a singular dietary callout. Instead, Belling envisioned a great-tasting, nutrient-dense, high-protein, easy-to-cook product that would reach a broad market.

“Because I had a fresh perspective, I wasn’t burdened by what everyone else had done,” Belling said.

And because center store lags in innovation, retailers were “super receptive” to the brand story — it was placed in 5,000 doors, including Whole Foods Market and Kroger, within 11 months of launch. Belling noted that in-store displays were key to attracting shoppers who normally bypass center store. The brand’s unique take also attracted investors, including a $5.5 million investment led by Strand Equity and a roster of notable entrepreneurs and celebrities.

“All money is not created equal,” Belling said. “It’s critical that you find partners and investors that align with your goals.”