TBH Adds to Exec Team with New Co-CEO, Will Launch Single-Serve & New Products

Low-sugar dessert spread TBH has announced co-founder Ba Minuzzi will step into the role of co-CEO alongside existing CEO Elana Guberman.

“In start-ups, it’s super beneficial for there to be collaboration, especially when brands move super quickly,” Guberman said to NOSH. “Ba and I will work very much hand in hand, leveraging my CPG experience and network and Ba’s years in venture capital to create a global snack brand that prioritizes high quality ingredients and taste without sacrificing the health of our bodies or the environment.”

Minuzzi co-founded the company in 2019 in partnership with actor Noah Schnapp, who is best known for his role on Netflix show Stranger Things. Umana Venture Studio, where Ba is also founder and CEO, backed the brand as its first investment. Over 2020 and early 2021, Minuzzi developed the brand and product concept of a Nutella-alternative hazelnut spread concept, working alongside an agency she also brought on board.

Guberman was hired as CEO in August 2021, and TBH officially launched for sale direct-to-consumer in November. In recognition of her efforts, along with the title of co-CEO, moving forward Guberman will also hold the title of co-founder.

While Guberman will focus on go-to-market strategies, long-term planning efforts, new product development and the “overall business,” Minuzzi will devote her attention to brand partnerships and being “a thought partner for strategic business decisions,” Guberman said, Minuzzi will remain part-time at TBH while Guberman will be full-time.

Now that the company feels it has a solid proof of concept and product formulation, Guberman said 2023 will be focused on driving growth. TBH will land in 250 more doors by year’s end, picking up King Soopers, Ralph’s and Smiths. In 2023, the brand will introduce a new product as well as single serve portions of the flagship spread, and, following the success of its recent Chubby Snacks x TBH limited edition sandwich and GoPuff Milkshake collab, will launch more collaborations in May and September.

“We’ve got a couple of incredible things planned that will begin to bring to life our plans for this category and for nostalgic snacking in general.” she said. “In 2023, we will focus on our domestic retail expansion…and continue our food service expansion.”