Our health is our first wealth, but how do you enhance the health of you and your family? Welcome to the story of Happy Wolf Snacks! The host of The Deep Wealth Podcast and post-exit entrepreneur Jeffrey Feldberg spoke with Jana Goodbaum and Derek Beigelman who are the powerhouse team on a mission and they won’t stop until they’ve changed snacking for kids everywhere. Their company, Happy Wolf Snacks, is not just any snack brand. It’s a revolution in the making. As parents and innovators, they’re setting out to create something new: snacks that are clean, nutritious, and school-safe.
Together, Jana and Derek took on a project that would change snack time for kids. “We combined our complementary skills and our vision as health-conscious parents,” Jana says. Their aim is simple: put good, clean food into every kid’s lunchbox.
Happy Wolf Snacks was born out of a need—a need to provide children with snacks that are not just convenient but also healthy. Their products are made with whole foods, without the strange additives and artificial ingredients many other snacks have. Jana explains, “Let’s use whole, real foods as minimally processed as possible.”
Jana was living her dream as a marketing leader at Tim Hortons, the largest coffee company and restaurant chain in Canada. But as a mom of two, she found it tough to sell food she didn’t eat herself. When her journey into parenthood began, the lack of snacks she felt good about giving her kids drove her to action. “I didn’t eat the food that I was selling and when I became a mom, I didn’t feel comfortable feeding it to my children,” Jana shares.
Meanwhile, Derek’s entrepreneurial journey kicked off on Wall Street, then he founded Open Farm, a pet food company known for ethical sourcing. Despite his success, his focus shifted towards family when he noticed a lack in nutritious snack options for children, just like Jana did. Derek remarked on this, saying, “There’s more innovation in what I could feed my dog than in what I could give my two children.”
Jana and Derek became partners not just out of opportunity, but out of a deep-seated belief in a better future for kids’ snacks. Their ethos? To prioritize transparency and quality. Both are committed to delivering real food using real ingredients. “Let’s use none of these weird processing agents and chemicals,” said Jana, when speaking of their approach.
Happy Wolf Snacks uses ingredients that parents recognize. Derek explains their process: “We take sunflower seeds, grind them, and put them in the bar.” This straightforward approach ensures the snacks are not only healthy but also delicious and satisfying.
The Big Problem with Kids’ Snacks
Let’s look at what’s wrong with regular snacks. Jana says, “It’s really confusing to be a consumer right now. Everything says it’s natural, and organic, and amazing,” but many ingredients are hard to understand. Parents now are beginning to read what’s in the snacks. They want real food, not stuff that seems made in a lab.
Parents nowadays want to know what’s in the snacks their kids are eating. Some packages claim they’re healthy, but their ingredient lists say otherwise. Jana and Derek aim to change this. They emphasize that many big brands use unknown ingredients not for health, but to save money and prolong shelf life.
Jana let us in on a little-known fact: “Natural flavors are a compilation of chemicals that make your products smell and taste the same every time.” Happy Wolf Snacks chooses not to go down this road. Instead, they rely on the natural flavor of their fresh ingredients.
Jana and Derek decided Happy Wolf Snacks would be different. They use whole foods with minimal processing. Derek shares, “We are truly using the most minimally processed ingredients that you can possibly get your hands on.”
Building a Community Around Better Snacks
Despite the big challenges, Jana and Derek are seeing strong support from parents. It’s this community of passionate parents that has become Happy Wolf’s secret weapon. These parents aren’t just buying snacks; they’re joining a movement for better food for their kids.
Parents love Happy Wolf Snacks because they know where their money is going. It’s more than just buying from a big company. It’s supporting a vision that’s transparent and honest. As Jana realized, “It actually keeps kids full.”
Happy Wolf Snacks fills a gap in the market and offers a sense of community. People feel connected and proud of supporting a brand like Happy Wolf. A customer might write, “I’ve checked… you’re still not there. I left another note for the manager.” People are not just customers; they’re advocates.
Overcoming Challenges
It’s not easy to make snacks that don’t have preservatives. Happy Wolf Snacks need to be kept in the fridge because they don’t have stuff to make them last forever. Derek explained, “The fridge gives us that six plus month shelf life.” Parents have to get used to keeping these snacks cold, but it’s worth it for the health benefits.
The duo doesn’t shirk from the challenges of competing with giant snack companies. It may be a tougher road, but they feel it’s worth it. Their snacks are found in places like Whole Foods and Wegmans thanks to their fresh take and commitment to quality. Derek praises Jana’s role in getting their story out there, noting, “Jana is incredible in communicating our story.”
Their product is stored in the refrigerator section, a unique choice that sets them apart from most other snacks. Jana admits it takes some consumer education to explain the benefits, but it’s clear parents are ready for something new and authentic in the snack aisle.
Despite these challenges, Jana and Derek are excited about their mission. Jana stated, “We’re actually solving a problem for a group who really deeply cared about this issue.” They’re happy if other companies start making similar healthy snacks too.
Getting Into Big Stores
It’s a big deal that Happy Wolf Snacks are available in stores like Wegmans and Whole Foods. Derek believes there is a “wave of fresh coming” as more people want healthy snacks. Being in these stores is important because it means more families can find and buy these healthy snacks.
Jana shared a fun surprise that, “in-store sampling still is today” one of the best ways to get snacks into people’s hands. Happy Wolf often holds tasting events in stores, and it helps people discover how great their snacks are.
Happy Wolf Snacks has managed to build a strong and passionate community in just a year. Their customers not only buy their snacks but become champions of the brand. Jana notes with pride, “customers are emotionally connected and proud to be part of this little community.” This relationship with their community aids in their growth and future innovations.
Building Happy Wolf wasn’t just about making snacks. It’s about creating a community of parents who are excited about healthy eating. Jana said, “The power of storytelling, that power of building a community, it’s really got us where we are.” Their customers even help them by asking for Happy Wolf’s snacks at their local stores.
What’s Next for Happy Wolf?
It’s been a year, and already Happy Wolf Snacks is making strides. But Derek and Jana are not stopping here. They see Happy Wolf as a brand, not just about snack bars but about changing how kids snack overall.
Jana and Derek have big plans. They want to add more products and make snacks that kids will love while keeping them healthy. Derek shared, “We want to look at innovation to continue to expand our assortment.” They want to be known as a brand that parents can trust for good, clean snacks.
Despite being a young brand, Happy Wolf Snacks has big plans. Derek dreams of expanding their product line beyond bars while sticking to their core values: quality, honesty, and simplicity. “We really want to push the category forward,” he says.
As Happy Wolf continues on its mission, Jana and Derek emphasize the importance of staying true to their values. They want to ensure all kids have access to healthy snacks that don’t sacrifice taste or nutrition.
This journey is just beginning. Jana and Derek have shown with Happy Wolf Snacks that you don’t have to settle for unhealthy foods. As Jana encourages, “Your path doesn’t have to be a straight line to get where you need to go.”
Final Thoughts
Happy Wolf Snacks is here to redefine what a healthy snack looks like for kids. Jana and Derek are leading this change with transparency, passion, and commitment. They prove that healthful eating can start small, with real ingredients and a heartfelt mission. As their company grows, so does the movement of parents and guardians seeking better snack options for children.
In the journey of Happy Wolf Snacks, Jana’s and Derek’s stories remind us of something important: sometimes, you have to be the change you want to see. For them, this means making tasty and nutritious snacks for kids, together as a family and community.
Happy Wolf Snacks is more than just a brand. It’s a promise to parents that they can have clean and nutritious food options for their kids. And with Jana and Derek at the helm, both watchful and driven, the future looks bright for kids’ snacking.
Their journey shows it’s possible to create real change if you truly believe in it. And for Jana and Derek, this is just the beginning. As Derek says, “Always bet on yourself.”
Good health starts with good food. As we say in Deep Wealth, may you continue to thrive and prosper while staying healthy and safe.
_
_What if 90 days was all it took to radically transform your business’s profitability? Discover Deep Wealth Mastery, the only system derived from a 9-figure deal. Ready to welcome your financial freedom? Start your transformative journey today. _Click here to start your journey
Today, Feldberg's passion is helping you extract your deep wealth. The 90-day Deep Wealth Mastery program helps create a solid foundation for three areas: increasing profits to enterprise value and optimizing post-exit life. Deep Wealth Mastery offers strategies and insights drawn from Feldberg's rich experience. The strategies from the trenches get results. Jeffrey's vision is to increase the social fabric of society one entrepreneur at a time.
Learn more through https://iapdw.com/prosper
- The No-Compromise Startup Strategy Fueling Happy Wolf’s Rise As The Go-To Kids’ Snack Brand
- The Intersection Of AI And Investing To Level The Playing Field: A Conversation With Andrew Einhorn
- Entrepreneur And Coach Scott Maderer Shares The Blueprint To Success Through Your Time, Talent, And Treasures
