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Mount Rushmore
The best 'better-for-you' snacks, my college roommate's new design studio, and female mentorship in creative & advertising.
Sam Sherfey
March 26, 2024 • Reading Time: 11 minutes
👋🏻 Happy Tuesday, gang!
A few weeks ago, I told you I was still getting used to this thing, right? And, I said I’d be trying some different formats — some of which might include a bit more of “me”.
Today’s a perfect example of just that!
Thanks again for being along for the ride and, as always, feel free to reply here or contact me if you have any comments, questions, or suggestions. And, if you really really enjoy the read, consider sharing it with a friend!? 🙂
Sam Sherfey
Presented by:
BETTER-FOR-YOU SNACKS
Mt. Rushmore of Sweet Treats
Less cookies, more chia seeds 🙃
In 2024, I’m eating much better. I gave up Oreos, Cap’n Crunch, and other fun snacks junk at the end of last year.
As a result, my sister-in-law started calling me “almond mom” and I haven’t decided how to feel about it…
Still, from time-to-time, I really need something sweet to keep me from turning into an absolutely miserable MoNsTeR. Thankfully, the better-for-you movement, made possible largely by DTC, has given us tons of alternatives.
No deep dive here, but without further rambling, here are the sweet treats I’m stashing in our pantry this year.
Functional chocolate squares that satisfy your sweet cravings. Everything a chocolate bar isn't, everything a functional bar wishes it was. From a condo kitchen in Montreal to a real-life chocolate factory, Mid-Day Squares are an after lunch go-to.
Mid-Day Squares is a modern day chocolate company selling fair trade, plant-based bars made with hemp protein, dark chocolate, and other clean ingredients. The company has raised $18.8M to date, generating approximately $36M in revenue in 2023. The founders have built a successful social media presence sharing unfiltered business happenings to their 138K followers on Instagram and 228K followers on TikTok.
Mid-Day Squares can be found in Sprouts and Whole Foods.
My Favorites: Brownie Batter & Cookie Dough
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Indulgent bars for those who love chocolate but want to cut dairy and reduce their sugar intake without compromising on taste. Just 1g of sugar per bar, Misfits are plant-powered, protein-packed bars made for the 21st Century, hitting the sweet spot between boring protein bar and candy.
Available in Trader Joe’s and Whole Foods.
My Favorites: Cookies N’ Cream & Chocolate Caramel
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With a mission to “kick sugar, keep candy”, Smart Sweets commits to innovating on the candies we all know and love but with less sugar. Smart Sweets candy has up to 92% less sugar, no artificial sweeteners, and no added sugar.
After making a deal on Dragon’s Den (Canada’s version of Shark Tank), Founder, Tara Bosch struck a deal with Whole Foods and brought the brand to the U.S. in 2018. Just two years later, Smart Sweets brought in $100M in revenue. Bosch sold the company to tPG Management later that year for $360M while remaining with the company to focus on market strategy and product innovation.
Available in Sprouts, Whole Foods, Target, Kroger, and more.
My Favorites: Sourmelon Bites & Cola Gummies
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A healthier and tastier rendition of soda replacing spoonfuls of sugar with hardworking, functional ingredients. From a product team proud of its contributions to the microbiome, Olipop satisfies cravings without sacrificing health.
Founders, Ben Goodwin and David Lester have solidified Olipop’s place as a market leader in the newly cemented ‘functional soda’ category. In 2023, Olipop did over $200M in revenue (up from $74M in 2022) and reached 10% household penetration. The young company has already fielded acquisition calls from many of the big names in ‘big soda’ but they aren’t selling out yet.
Available in Sprouts, Whole Foods, Target, and more.
For more info, see 🥤Changing the Soda Game.
My Favorites: Vintage Cola, Ginger Ale, Dr. Goodwin, Cherry Cola, and Lemon Lime
Disclaimer: I’m not a nutritionist… so don’t come for me if you decide these aren’t the perfect combination of a strong nutrition label and clean ingredients. These aren’t everyday snacks — they’re alternatives to sugary, artificial, and processed snacks.
INTERIOR DESIGN
Studio Luddite
Old-school grocery stores were more than, well, groceries. They were the go-to place for most of your shopping. This was before department stores, big box, and so on. With that in mind, I’ll be using “Aisle 8” as a place to drop headlines from other industries, such as sports, design, and so on.
💡 Industrial Designer, Lex Zee founds Studio Luddite, a New York City-based lighting design studio.
Zee values an intentional design process as the foundation for impactful work. And so, with a focus on lighting, Studio Luddite is highly engaged in the exploration of materials, functionality, and manufacturing techniques.
The studio is named in homage to the Luddite movement of artisans in the 19th century — maintaining a philosophy that utilitarian objects should be fabricated with distinction and integrity, preserving craftsmanship and the value of skilled labor.
Studio Luddite has already received press recognition from Architectural Digest and Architect and Interiors.
Lex and I were both at Syracuse University from 2012-2016, and we were roommates during our senior year. I wasn’t quite sure what Lex meant when he told me he was studying “Industrial Design” but, what I did know was that our house had a bar, complete with beer on tap, thanks to Lex’s handy work.
Lex had told me and the rest of our roommates that he knew exactly what he wanted to do in life — design and manufacture a line of custom lighting. To see him doing exactly that is no surprise; it’s more like everything is right in the world.
Fantastic job, Lex!
PRESENTED BY
Your New Favorite Cappuccino
Coffee and pastries served by some guy in a van.
Short story… in 2019, I quit a job with nothing lined up. I was down in the dumps, and my dad gave me a pep talk that I’ll never forget. He told me I had tons of opportunity ahead and that I didn’t have to be chained to a desk.
Now, apparently, at some point I had mentioned this dream of a mobile coffeeshop. While I have no recollection of that, it’s stuck with me since this talk.
I’ve started referring to the concept as “Generic Coffee”, and it’s become somewhat of a symbol for optimism, perseverance, and what lies ahead.
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WOMEN’S HISTORY MONTH
Making Mentors
✨ Coven, a women-owned creative agency in Baltimore…
…is recognizing Women’s History Month with a blog series celebrating the positive impact women have on the world around them.
The ‘Making Mentors’ series pays tribute to the mentors, colleagues, teachers, and friends who have helped make us better, wiser, and stronger. The incredible stories shared are focused on women who lead with empathy, tenacity, and goodness.
Next week, the women of Coven will share their own stories, weighing in on female mentorship in the field of creative, marketing, and advertising.
OTHER
Self-Checkout
Graza expands product offering with launch of starts Olive Oil Potato Chips.
Liquid Death valued at $1.4B after new round of financing; launches three new flavors of sparkling water.
Trader Joe’s plans to restock its $3 mini totes this summer as eBay floods with listings for hundreds of dollars.
NBA announces it will shutter the G-League Ignite, an owned & operated developmental team, after the 2023-2024 season.
DoorDash and Alphabet’s Wing begin pilot for fast food delivery via drone.
Kevin Plank, Founder of Under Armour, to return to role of CEO on April 1st.
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