After building Jeni’s Splendid Ice Creams into one of the most recognizable brands in modern food, Jeni Britton is starting again.

Her new company, Floura, is taking on a very different challenge: rethinking how consumers get fiber and plant diversity through products made with ingredients that might otherwise go to waste.

In this episode, Jeni shares why she decided to become a startup founder again, what she’s doing differently the second time around, and how the lessons from building Jeni’s are shaping Floura. We talk about creating a new category, educating consumers, developing products people actually crave, building a brand with multiple benefits, and what it feels like to go from running an established company back to building from the ground up.

It’s a conversation about Floura, but also about how experience changes the way you build when you get the opportunity to start again.

Startup to Scale is a podcast by Foodbevy, an online community to connect emerging food, beverage, and CPG founders to great resources and partners to grow their business. Visit us at Foodbevy.com to learn about becoming a member or an industry partner today.