Jake Kneller wanted to bring a truly healthy product to the frozen aisle. And so, he co-founded Sweet Nothings, a brand of convenient, ready-to-eat, spoonable smoothies made with organic fruits, nuts and seeds, where he’s now CEO.

On my podcast, The Irresistible Factor, we dive into why the frozen food aisle’s options are so often unnecessarily unhealthy options, and how Jake and his team set out to create something better. We also explore why Jake is so passionate about food that’s not just “better for you,” but truly good for you. (That’s something I really love about Sweet Nothings, how they blend health and ease into one product. Many frozen foods are convenient, but they aren’t often healthy.)

Jake told me that the company initially aimed to create a product for cafeterias, before COVID forced them to pivot. And even then, Sweet Nothings faced challenges of getting distribution in grocery stores, and struggled with getting a new customer to make that first purchase. 

But the frozen food space has a lot going for it, Jake told me.

“There’s plenty of challenges that come with frozen supply chain,” he said, “[like] frozen storage, frozen selling, etc. But one beautiful part is, from a shelf-life standpoint, you can use really fresh, great, organic ingredients, and freeze them, and they’re going to last awhile.”

Jake’s advice to founders is simple: Do what you’re passionate about. That’s how you’ll find success. 

Listen to The Irresistible Factor’s Interview with Jake Kneller, CEO and co-founder of Sweet Nothings.

Here’s what you won’t want to miss from our conversation: 

  • How Sweet Nothings is reframing healthy frozen food with a good-for-you product
  • The importance of hiring the right people
  • How Sweet Nothings raised capital and found investors to back them
  • Jake’s advice on how to differentiate your brand from competitors’ 

Links mentioned in this episode: 

Jake Kneller

Sweet Nothings

Superfood Nut Butter Bites