This Bar Saves Lives

All rules are meant to be broken. I have been extremely disciplined about the financial aspect of my thesis. I have invested in many verticals but the financial aspect is consistent each time.

Last year I met Paul Yoo, the CEO of This Bar Saves Lives. He came on to run the company after being the head of Biz Dev for Honest Company and before that a consultant at McKinsey and an attorney. An interesting background. The company was valued at a price that I never enter but never say never.

So why? The bar tastes good and I really like the companies mission. See everything that they have accomplished above. The CPG space is a tough one and there is no doubt that investing in these businesses at later stages have a much higher chance of success. Everything just made sense and so I broke the rule. Who knows, perhaps 2019 will be the year I start to break more of them.

Comments (Archived):

  1. awaldstein

    New2me and will check them out.Massive branding opportunity/huge challenge as people don’t buy things for what they do to save the planet but what they do for them–at least at first.So lots of moving pieces in the brand piece.Big decision to launch a food product, especially one with a cause based thesis way up front that is not considering itself part of the wellness market. At least overtly as to how they treat their ingredients.Thanks for the share. They are on my radar now.

    1. Gotham Gal

      And delicious!

      1. awaldstein

        I will certainly try them.Brands fascinate me and their power never ceases to amaze me even though they are by nature delicate.Best of luck on this one!