Investors Saved This Company by Tapping a Food Industry Veteran to Lead It

Within about two years, Incredible Foods launched its first product: Perfectlyfree, a dairy-free frozen treat that is also free of other allergens. The line is in 5,000 grocery stores and by the end of next year, the company predicts it will be available on both coasts. But, before the release of Perfectlyfree frozen bites, Incredible Foods wasn’t even a food company.

Prior to 2015, the company was known as Breathable Foods and led by founder and inventor David Edwards. He developed a process to encapsulate compounds to help consumers with sleep, anxiety or energy in an edible skin. Think: a grape. Edwards won the backing of venture capital firms including Flagship Pioneering, Polaris Partners and Winona Capital Management. Its first product, Aeroshot Energy, was meant to be a competitor to 5-Hour Energy, but consumers found it confusing and the company was sent a warning letter by the FDA.

Investors, who had sunk millions of dollars into the company by that point, sought the help of Kevin Murphy, who had previously served as the COO of Ocean Spray and was now retired, to evaluate Breathable Foods. Murphy and his partner dropped bad news on the investors: there was little hope for the supplements company. But, they saw the technology‘s potential in food. Read more

Stephen Bronner – Entrepreneur – 18 Dec 2017