Jana Goodbaum, a former fast-food marketer turned health-conscious mom, knew there had to be a better option — so she took to her own chaotic kitchen to build it. After endless recipe testing (while momming), she finally landed on Happy Wolf: nut-free snack bars made only with only whole ingredients you can find in your own kitchen.

Today, Happy Wolf can be found in the refrigerated section of 120 retailers—including Wegman’s—and will be in 450 stores by the end of 2024 with a major retailer launch around the corner. In a market saturated with "clean" labels and health claims, Happy Wolf's approach is resonating with a growing demographic of parents who are steering clear of ultra-processed foods.

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