Interview with Aimee Yang

Let’s start at the beginning and we can move on from there. How did your company get started and why?

I founded Better Brand based on a personal pain-point I had around diet and healthy eating. I was on a constant cycle of guilt and deprivation, which consumed so much of my mind space and garnered so much anxiety, so I thought that there had to be a better way! I noticed the many advancements in alternative protein, but no innovation taking place in the refined carb space. With the refined carb space over 4X the market size and the leading driver of weight gain, along with a host of other negative health repercussions, I saw a gap in the market. 

Hence, Better Brand – a consumer food tech company, pairing Grain-changing Technology™ with real, clean label ingredients to break a paradigm in diet and healthy eating; giving consumers the freedom to indulge in their favorite comfort foods without restriction, and without sacrificing taste. Better Brand was founded on a set of simple, yet powerful beliefs: the belief that unnecessary limits are meant to be broken; that everyone deserves to enjoy freedom and joy to the fullest; the belief that a Better world is possible, and that together, we’ll create it.

What is your product and how would you describe it?

As innovators in the refined carb space, we wanted to get out there and put our stakes in the ground by turning the most carb-heavy food into the least. Our first product, now available at eatbetter.com, is the Better Bagel – a bagel with the equivalent carb content as /5th of a banana, two apple slices, half of an orange, or two small pretzels. The Better Bagel features less carbs, more protein, chef-crafted flavor, plant-based ingredients, and proprietary food technology!

How have you pivoted your business this year?

So much has happened with the business this year! We went from closing our first pre-seed round, to building out a team, honing in on R&D, to launching all within a matter of months. It has been incredible, exciting, and surreal – and we’re just getting started!

What is your next challenge to overcome?

Our biggest challenge has been figuring out how to scale our operations quickly and efficiently to keep up with the consumer demand. I strongly believe that operations are the most crucial part of a successful business. Although time and resource-intensive, this has been a critical focus area for us.

What do you predict for the food industry over the rest of the year?

I think a lot of exciting things are going to happen in the food industry! I think we’ll continue to see incredible advancements in food-tech and bio-tech spaces that will help us live more ethically and sustainably. I also think we’ll see an increased emergence of better-for-you brands hitting the market. With the consumer demand for better-for-you increasing at a rate of over $30B per year, as people become more educated and conscious about the physiological impacts of diet, we’ll see the industry continue to advance in order to keep up with the demand.

Learn more at: https://www.eatbetter.com/