Founder Feature: Leanne Viola and Jesse Barruch of WHIMS

The Startup CPG Podcast

In this episode of the Startup CPG Podcast, Grace Kennedy chats with Leanne Viola and Jesse Baruch, the co-founders of WHIMS Delights, a better-for-you confectionery brand. They share their inspiring journey of creating low-sugar, gluten-free, and dairy-free treats, born out of their personal health challenges. Leanne and Jesse discuss the obstacles they faced entering the CPG industry with no prior experience, the importance of financial responsibility, and their unique strategies for growth, from local store launches to scaling distribution. They also touch on balancing business and marriage, the power of communication, and the value of attending trade shows like Expo West.

Tune in to hear their insights on building a sustainable, health-conscious brand and how they’ve navigated the world of CPG!

Listen in as they share about:

• The Creation of WHIMS Delights
• Product Development
• Manufacturing and Scaling
• Business Challenges and Costs
• Retail and Online Strategy
• Retail Expansion
• Participation in Expo West 2025
• Work-Life Integration
• Proudest Moments
• Advice for Early-Stage Founders

Episode Links:

WHIMS Delights Website
WHIMS Delights Instagram

Leanne Viola LinkedIn

Jesse Barruch LinkedIn

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

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• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at [email protected]

Episode music by Super Fantastics