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Building a food brand through DTC sounds great.

Until you realize… it might not actually work.

In this episode, Mike sits down with Krishna Kalyan, Founder of Catalina Crunch, the high-protein, low-sugar cereal brand that went from a personal health experiment to a multi-million dollar business sold in major retailers.

Krishna shares how being diagnosed with type 1 diabetes forced him to rethink everything he ate, why he spent years eating eggs before creating his own cereal, and how a simple Venmo from a friend turned into the start of a company.

They break down the realities of building a food brand from scratch, why DTC doesn’t always work for low-price products, and how Catalina Crunch scaled through retail instead. The conversation also dives deep into product development, functional foods, category expansion, and the balance between taste and nutrition.

You’ll learn:

✅ Why DTC is hard for food brands (and when it works)
✅ The real economics of shipping low-cost products
✅ How Krishna validated demand before scaling
✅ Why retail became the core growth channel
✅ The importance of word-of-mouth in grocery
✅ How to balance taste vs function in CPG
✅ Why most “functional” products don’t actually deliver
✅ How to think about trends vs fads (keto, protein, etc.)
✅ The right way to expand SKUs and categories

👉 If you’re building a food or beverage brand, this episode is a real look at what actually works beyond the DTC hype.

Timestamps

00:00 Intro
01:00 The problem with DTC food economics
02:00 Krishna’s diabetes diagnosis
05:00 Changing diet and lifestyle
07:30 Getting tired of eating eggs
08:00 Why cereal became the focus
10:00 Experimenting with protein ingredients
12:00 The first “aha” business moment
14:00 Realizing the market opportunity
17:00 Launching online from his kitchen
19:30 Early demand and validation
22:00 Scaling beyond a home kitchen
24:00 Raising capital from angel investors
27:00 The original DTC strategy
29:00 Why DTC didn’t work long-term
32:00 The shift to retail
34:00 Getting into Whole Foods
37:00 What actually drives shelf velocity
40:00 Expanding into new categories
43:00 Managing complexity in CPG
46:00 The time he almost quit
49:00 Building in-house manufacturing
52:00 Taste vs function trade-offs
56:00 The rise of functional foods
59:00 Trends vs fads (keto, protein)
01:03:00 Rebranding Catalina Crunch
01:06:00 When to follow trends vs ignore them
01:09:00 Book recommendations & final thoughts
01:12:00 Outro

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He Built a Million Dollar Brand From Diabetes ft. Krishna Kaliannan

Consumer VC