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This Founder is Starting a Breakfast Revolution by Reinventing One of America’s Favorite Foods


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I really like a good — I like mine barely toasted and oozing with cream cheese. Because the seventeenth century, bagels have been heralded as a cherished consolation meals. They have been believed to have magical energy, and the spherical form of the bagel was believed to convey good luck in childbirth.



Audrey Ma

Bagels are an indelible half of American tradition, significantly within the New York space, however in addition they are inclined to get a dangerous rap. “Bagels tend to be very high in carbohydrates, with only small amounts of fat and protein,” says Aimee Yang,  founder and CEO of BetterBrand. “At BetterBrand, we are on a mission to design better food for the future, and it all starts with the bagel.”

In response to the American Affiliation, 34.2 million Individuals have diabetes. That’s roughly 10.5% of the U.S. inhabitants. Rising consciousness of diabetes is additionally propelling the expansion of the diabetic meals market, which is valued at $16.5 billion.

Producers are spending cash on analysis and improvement efforts to create low-carbohydrate and low-sugar merchandise, which help with controlling glucose ranges within the blood. Yang and her staff at BetterBrand are half of this motion to create extra choices for diabetics, beginning with the bagel.

The BetterBrand bagel has the identical web carb content material as two banana slices. It has the identical protein content material as 4 eggs. And, it has the identical sugar content material as one stalk of celery. Its substances are confirmed to decrease insulin ranges, decrease ldl cholesterol and hold clients fuller, longer. It does all of the issues Yang had hoped for when she got down to create it to honor her reminiscence of having fun with Christmas morning bagels together with her household. 

Picture credit score: BetterBrand

Yang is on a mission to start out a meals revolution. Listed here are three classes she’s studying as she builds BetterBrand:

Don’t simply be a vacationer

Yang credit her early profession to serving to her put together for the life of an entrepreneur. “My parents immigrated from China in their 20s, both with technical backgrounds, and were more conservative, via both experience and expertise,” she says. “They told me I had to be fully prepared as an entrepreneur before I jumped into the startup world and encouraged me to build a foundation. So, I got a CPA and started my career at Ernst & Young to learn the fundamentals and understand how a company really operates.” 

Throughout her time at EY, Yang raised her hand to go and work in Bangalore, India. She credit that have with serving to her achieve empathy and a higher cultural understanding of what life can appear to be outdoors the U.S. “Don’t just be a tourist,” Yang says. “Go and reside and work overseas. You study and develop a lot from working with others who’ve a completely different mindset, completely different means of downside fixing, and simply have a very completely different view of the world that’s not simply based mostly on life within the . It’ll change into vastly precious as you’re always working with completely different individuals and distilling completely different opinions as a founder and entrepreneur.” 

Do get emotional

Storytelling is a critical skill Yang has honed over the years. “Storytelling and analyzing data go hand in hand. You have to understand who your customer is, and what parts of the story you’re sharing resonate with them — and also to understand what’s not working and to quickly be able to course correct.”
BetterBrand’s Instagram posts are a mini master class in how to tell a powerful story and connect with consumers. Its “worse, better” campaign, also featured in an outdoor campaign in select U.S. cities, brings the brand’s proposition and story to life. A pager versus an iPhone. A fryer versus an air fryer. Plug-in headphones versus AirPods. It’s hard not to be tempted to try a BetterBrand Better Bagel after that. 

Don’t get distracted

“It’s easy to get distracted as an entrepreneur,” Yang says. “Don’t get distracted by the next shiny object, stay the course. Focus on getting from point A to point B and doing that really well.” Yang points to early ideas that she had on all types of merchandising, including designs for a Better Toaster to go alongside The Better Bagel. “We have been so impressed and excited to leap in and make every part ‘Higher.’ On the finish of the day, The Higher Bagel is our hero product, and we’ve put our stake within the floor with it. We’ve to be hyper-focused on making it essentially the most thrilling buyer expertise and pave the best way for the long run of meals.” And Yang’s dedication is paying off; demand and pleasure for each The Higher Bagel and BetterBrand has exceeded expectations. 

“To us, it’s not about driving forward a product or portfolio of products, but rather inspiring a movement”, Yang says. “BetterBrand isn’t simply a food tech company. Instead, we are founded on a set of simple, yet powerful ideas. We believe unnecessary limits are meant to be broken. We believe everyone deserves to enjoy freedom and joy to the fullest. We believe a better world is possible. And we know that together, we’ll create it.”  



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