How This Founder Is Taking on Big Snack Brands with Defi Snacks

In this episode of Let's Talk Business / CPG Confidential, Austin Barton sits down with Tatyana Jones, founder of Defi Snacks, to discuss what it really takes to build, launch, and scale a better-for-you snack brand from the ground up. Tatyana shares the real behind-the-scenes hurdles of recipe formulation, packaging, navigating retail vs. direct-to-consumer, finding the right manufacturer, and staying resilient as a solo founder in the fast-paced CPG industry. Whether you're an aspiring entrepreneur or an active brand builder, this conversation is packed with actionable insights on brand strategy and consumer product growth. Timestamps Template (56-Minute Episode) (Since captions weren't accessible on the video file, adjust these exact minute marks to match your final cut) 00:00 – Intro & Welcome to Tatyana Jones (Founder of Defi Snacks) 02:15 – The Origin Story: Why Start a Healthy Snack Brand? 06:40 – Product Formulation & Dialing in the Recipe 12:10 – Sourcing Manufacturers & Overcoming Supply Chain Hurdles 18:30 – Branding & Packaging: Standing Out on the Shelf 24:45 – DTC vs. Retail Distribution Strategy 31:20 – The Financial Reality: Bootstrapping vs. Raising Capital 38:15 – Marketing, Sampling, and Getting Early Customer Traction 45:30 – Biggest Mistakes & Lessons Learned Along the Way 51:10 – What’s Next for Defi Snacks & Final Advice for Founders 55:30 – Outro & Where to Find Defi Snacks