Katie Wilson, Co-Founder and CEO, BelliWelli
From celebrity matchmaking to marketing a modern take on Metamucil, Katie Wilson’s career is a master class in pivoting. Earlier this year, her digestive wellness brand, BelliWelli, bid a “bittersweet goodbye” to its soft-baked nutrition bars to focus on fiber powders, which expanded nationwide at Walmart and has wildly exceeded expectations following last year’s launch.
Unlike many emerging brands, BelliWelli is strategically targeting conventional retail, and Wilson herself has visited several hundred Walmart stores around the country to collect insights while filming interactions with shoppers – with permission – for TikTok that amass tens of thousands of views per post. Her fresh approach to an established category is inspiring other founders to rethink the rulebook.