The better-for-you movement has transformed everything from soda to cereal, but cookies, candy, and other indulgent categories may be among the next major areas ripe for disruption.

In this episode, I sit down with Rip Pruisken, CEO and Co-Founder of Rip Van, to explore how changing consumer expectations are reshaping the future of snacking.

We discuss the impact of reduced-sugar diets and GLP-1 adoption, the rise of what Rip calls functional indulgence, and why emerging brands are increasingly competing directly with legacy products rather than simply occupying a niche health-food aisle.

Rip also shares how Rip Van approaches product development, retail strategy, taste, nostalgia, and nutrition, and what founders should understand about building products for consumers who increasingly want indulgence and wellness at the same time.

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.