On today’s episode, I sit down with Clarke Pennington, founder of Lasso, a better-for-you gelatin brand built around protein and fiber.

We get into what it actually takes to build a product like this from scratch, including the formulation challenges behind texture, why adding protein and fiber makes the system significantly harder to build, and how many iterations it took to land on something viable. We also talk through how Clarke approached pricing, benchmarking against other protein snacks and working backward from cost and margin targets early on, along with how he’s thinking about positioning the product across DTC and retail.

We also spend time on some of the less obvious constraints in the business, particularly around packaging and manufacturing. Unlike most categories, there isn’t an off-the-shelf solution for something like a single-serve gelatin cup, which means navigating material limitations, equipment requirements, and a supply chain largely controlled by incumbents. 

I learned so much during my conversation with Clarke, and I hope you enjoy it as much as I did.