Learn how a health scare pushed this founder to innovate and bring better-for-you, dietician-backed products to life.
There's no doubt that nostalgic snacking is in. Food and beverage startups -- from snack brands to beverage -- are giving childhood classics a facelift, with better-for-you ingredients, bold design and innovative flavors.
Meet Joydays – the brainchild of Amy Cohn. These delicious, spike-free cookies are low-glycemic and have just 3 grams of sugar per serving. Current flavors include Chocolate Chip, Double Chocolate and Peanut Butter. Since launch, the brand has been featured in Oprah Daily, Delish, NOSH, and most recently, the TODAY Show.
We spoke with Amy to learn how her battle with chronic illness led her to entrepreneurship, plus how she is navigating the world of CPG, balancing being a founder with being a mother, her advice for other startups and much more. Grab a pack of cookies and let's get snacking!
I was in tech! I ran product, digital innovation and marketing at Disney, Oprah and Sony along with startups in blockchain and healthcare.
Where did the inspiration for the brand come from?
I went through colon cancer two years ago, and changed my career from a tech exec to creating the Joydays brand after I went into remission. When you go through something like that, you see what is marketed to you when you have a chronic condition. It’s someone’s idea of who you are - and it’s either medicinal and dated or it’s just way off base. We saw a gap in the market where food products were created from the beginning with specific medical and health concerns in mind, but was made for everyone.
I created these products with top dieticians, doctors and chefs to create a first in market innovative product to give your body balance and sustained energy - and the nostalgic taste that you miss.
With 51% of the US population currently having prediabetes or diabetes, it’s the largest epidemic of our time, and the numbers are even larger for people with conditions related to blood sugar imbalances. I grew up in a small town in Texas, and am familiar with food deserts and the people impacted by what they actually buy on shelf. These are the areas that have the highest concentration of diabetes and other conditions.
We created this product from the beginning with dietitians to meet the right nutritional needs vs adding our value props on simply for marketing.
Who in the industry do you turn to for inspiration? Any other brands in the industry that you admire?
I have been sooo fortunate to have a cabal of female founders to reach out to for advice at anytime, and I’m grateful for it. It’s so supportive. So, shout out to Jing Gao of Fly By Jing, Becca Millstein from Fishwife, Katie Wilson from Belli Welli, Denise Woodard from Partake, Clara Paye from Unite Foods, Raina Kumra from Spicewell and Umaimah Sharwani from Paro.
What have been the challenges of navigating the CPG industry?
So many things… It’s surprisingly challenging. In tech, you can solve most problems with your computer, but with CPG you simply can’t. There are many jigsaw pieces you are always putting together or many different touchpoints that you have to manage at any given time. You get used to the fact that there is always something going on that needs to be fixed, and you just learn that it’s the nature of the business.
What were some of the highs/lows from 2023?
We were on the TODAY show for Best Back to School Snacks, and we hit a milestone of 2200 doors. Lows were changing manufacturers because quality control wasn’t where it needed to be so it caused issues.
As a founder, what do you do to take care of your health - both physical and mental?
I think this is one of the biggest challenges for most founders - when do you find the time. I’m also a mom, so it’s additionally hard. I think one big thing is mindset and remembering it’s not the end of the world if one thing goes wrong - and trying to keep friendships nurtured and going out and having fun. Basically find something that brings you joy every single day. Physically is sneaking exercise when I can. I wish I could say I “crush” my morning routine - but it’s not the reality for most people so being a wellness hustler isn’t my jam as it’s not realistic for most people.
Be ruthless on your time - it’s the most valuable asset you have and the hardest one to manage.
What advice do you have for early-stage entrepreneurs?
You set the tone of your culture very early on, and be unapologetic about it. You are running the ship, and who you bring on needs to be a culture fit for what type of company you want to build. Figure out what that is. Be ruthless on your time - it’s the most valuable asset you have and the hardest one to manage. It’s ok to say no to people and things that don’t add value.
What foods do you always have in your cupboards/fridge?
Ooh - I LOVE to cook, and have a large collection of cookbooks. I always have farmers market fresh veggies and herbs which you can make anything with. Chickpeas are a must, and any dried beans. As far as brands, I always put in my cart Strictly Elizabeth granola, Olipop, Fly by Jing chili crisp, Chicas tortilla chips, Siggis yogurt, Ghia... the list goes on!
What are some other brands you think are killing it? Anything from social media to community to growth.
I have been impressed with HeyDay Canning, Kat and team have created a gorgeous brand, great taste and more importantly filled a gap in the market by disrupting an antiquated area.
I love the community that’s been built with I Love Chamoy - they’ve been incredible on TikTok in a very authentic way that’s not a big marketing agency.
What trends do you think are here to stay?
Low sugar - it shouldn’t even be a trend. Cutting 20% of sugar from packaged foods and 40 percent from beverages could prevent 2.48M cardiovascular disease events (such as strokes, heart attacks, cardiac arrests), 490,000 cardiovascular deaths, and 750,000 diabetes cases in the U.S. over the lifetime of the adult population.
What are your goals for 2024?
Dive more into the healthcare areas that are brand was created for - we have so much to do to bridge the actual food as medicine gap and the reality of cpg shelves. With new government programs and health incentives for food, things are slowly started to come fruition, but it’s a long road.
Follow Joydays on IG here and connect with Amy on LinkedIn.
There's no doubt that nostalgic snacking is in. Food and beverage startups -- from snack brands to beverage -- are giving childhood classics a facelift, with better-for-you ingredients, bold design and innovative flavors.
Meet Joydays – the brainchild of Amy Cohn. These delicious, spike-free cookies are low-glycemic and have just 3 grams of sugar per serving. Current flavors include Chocolate Chip, Double Chocolate and Peanut Butter. Since launch, the brand has been featured in Oprah Daily, Delish, NOSH, and most recently, the TODAY Show.
We spoke with Amy to learn how her battle with chronic illness led her to entrepreneurship, plus how she is navigating the world of CPG, balancing being a founder with being a mother, her advice for other startups and much more. Grab a pack of cookies and let's get snacking!
I was in tech! I ran product, digital innovation and marketing at Disney, Oprah and Sony along with startups in blockchain and healthcare.
Where did the inspiration for the brand come from?
I went through colon cancer two years ago, and changed my career from a tech exec to creating the Joydays brand after I went into remission. When you go through something like that, you see what is marketed to you when you have a chronic condition. It’s someone’s idea of who you are - and it’s either medicinal and dated or it’s just way off base. We saw a gap in the market where food products were created from the beginning with specific medical and health concerns in mind, but was made for everyone.
I created these products with top dieticians, doctors and chefs to create a first in market innovative product to give your body balance and sustained energy - and the nostalgic taste that you miss.
With 51% of the US population currently having prediabetes or diabetes, it’s the largest epidemic of our time, and the numbers are even larger for people with conditions related to blood sugar imbalances. I grew up in a small town in Texas, and am familiar with food deserts and the people impacted by what they actually buy on shelf. These are the areas that have the highest concentration of diabetes and other conditions.
We created this product from the beginning with dietitians to meet the right nutritional needs vs adding our value props on simply for marketing.
Who in the industry do you turn to for inspiration? Any other brands in the industry that you admire?
I have been sooo fortunate to have a cabal of female founders to reach out to for advice at anytime, and I’m grateful for it. It’s so supportive. So, shout out to Jing Gao of Fly By Jing, Becca Millstein from Fishwife, Katie Wilson from Belli Welli, Denise Woodard from Partake, Clara Paye from Unite Foods, Raina Kumra from Spicewell and Umaimah Sharwani from Paro.
What have been the challenges of navigating the CPG industry?
So many things… It’s surprisingly challenging. In tech, you can solve most problems with your computer, but with CPG you simply can’t. There are many jigsaw pieces you are always putting together or many different touchpoints that you have to manage at any given time. You get used to the fact that there is always something going on that needs to be fixed, and you just learn that it’s the nature of the business.
What were some of the highs/lows from 2023?
We were on the TODAY show for Best Back to School Snacks, and we hit a milestone of 2200 doors. Lows were changing manufacturers because quality control wasn’t where it needed to be so it caused issues.
As a founder, what do you do to take care of your health - both physical and mental?
I think this is one of the biggest challenges for most founders - when do you find the time. I’m also a mom, so it’s additionally hard. I think one big thing is mindset and remembering it’s not the end of the world if one thing goes wrong - and trying to keep friendships nurtured and going out and having fun. Basically find something that brings you joy every single day. Physically is sneaking exercise when I can. I wish I could say I “crush” my morning routine - but it’s not the reality for most people so being a wellness hustler isn’t my jam as it’s not realistic for most people.
Be ruthless on your time - it’s the most valuable asset you have and the hardest one to manage.
What advice do you have for early-stage entrepreneurs?
You set the tone of your culture very early on, and be unapologetic about it. You are running the ship, and who you bring on needs to be a culture fit for what type of company you want to build. Figure out what that is. Be ruthless on your time - it’s the most valuable asset you have and the hardest one to manage. It’s ok to say no to people and things that don’t add value.
What foods do you always have in your cupboards/fridge?
Ooh - I LOVE to cook, and have a large collection of cookbooks. I always have farmers market fresh veggies and herbs which you can make anything with. Chickpeas are a must, and any dried beans. As far as brands, I always put in my cart Strictly Elizabeth granola, Olipop, Fly by Jing chili crisp, Chicas tortilla chips, Siggis yogurt, Ghia... the list goes on!
What are some other brands you think are killing it? Anything from social media to community to growth.
I have been impressed with HeyDay Canning, Kat and team have created a gorgeous brand, great taste and more importantly filled a gap in the market by disrupting an antiquated area.
I love the community that’s been built with I Love Chamoy - they’ve been incredible on TikTok in a very authentic way that’s not a big marketing agency.
What trends do you think are here to stay?
Low sugar - it shouldn’t even be a trend. Cutting 20% of sugar from packaged foods and 40 percent from beverages could prevent 2.48M cardiovascular disease events (such as strokes, heart attacks, cardiac arrests), 490,000 cardiovascular deaths, and 750,000 diabetes cases in the U.S. over the lifetime of the adult population.
What are your goals for 2024?
Dive more into the healthcare areas that are brand was created for - we have so much to do to bridge the actual food as medicine gap and the reality of cpg shelves. With new government programs and health incentives for food, things are slowly started to come fruition, but it’s a long road.
Follow Joydays on IG here and connect with Amy on LinkedIn.
There's no doubt that nostalgic snacking is in. Food and beverage startups -- from snack brands to beverage -- are giving childhood classics a facelift, with better-for-you ingredients, bold design and innovative flavors.
Meet Joydays – the brainchild of Amy Cohn. These delicious, spike-free cookies are low-glycemic and have just 3 grams of sugar per serving. Current flavors include Chocolate Chip, Double Chocolate and Peanut Butter. Since launch, the brand has been featured in Oprah Daily, Delish, NOSH, and most recently, the TODAY Show.
We spoke with Amy to learn how her battle with chronic illness led her to entrepreneurship, plus how she is navigating the world of CPG, balancing being a founder with being a mother, her advice for other startups and much more. Grab a pack of cookies and let's get snacking!
I was in tech! I ran product, digital innovation and marketing at Disney, Oprah and Sony along with startups in blockchain and healthcare.
Where did the inspiration for the brand come from?
I went through colon cancer two years ago, and changed my career from a tech exec to creating the Joydays brand after I went into remission. When you go through something like that, you see what is marketed to you when you have a chronic condition. It’s someone’s idea of who you are - and it’s either medicinal and dated or it’s just way off base. We saw a gap in the market where food products were created from the beginning with specific medical and health concerns in mind, but was made for everyone.
I created these products with top dieticians, doctors and chefs to create a first in market innovative product to give your body balance and sustained energy - and the nostalgic taste that you miss.
With 51% of the US population currently having prediabetes or diabetes, it’s the largest epidemic of our time, and the numbers are even larger for people with conditions related to blood sugar imbalances. I grew up in a small town in Texas, and am familiar with food deserts and the people impacted by what they actually buy on shelf. These are the areas that have the highest concentration of diabetes and other conditions.
We created this product from the beginning with dietitians to meet the right nutritional needs vs adding our value props on simply for marketing.
Who in the industry do you turn to for inspiration? Any other brands in the industry that you admire?
I have been sooo fortunate to have a cabal of female founders to reach out to for advice at anytime, and I’m grateful for it. It’s so supportive. So, shout out to Jing Gao of Fly By Jing, Becca Millstein from Fishwife, Katie Wilson from Belli Welli, Denise Woodard from Partake, Clara Paye from Unite Foods, Raina Kumra from Spicewell and Umaimah Sharwani from Paro.
What have been the challenges of navigating the CPG industry?
So many things… It’s surprisingly challenging. In tech, you can solve most problems with your computer, but with CPG you simply can’t. There are many jigsaw pieces you are always putting together or many different touchpoints that you have to manage at any given time. You get used to the fact that there is always something going on that needs to be fixed, and you just learn that it’s the nature of the business.
What were some of the highs/lows from 2023?
We were on the TODAY show for Best Back to School Snacks, and we hit a milestone of 2200 doors. Lows were changing manufacturers because quality control wasn’t where it needed to be so it caused issues.
As a founder, what do you do to take care of your health - both physical and mental?
I think this is one of the biggest challenges for most founders - when do you find the time. I’m also a mom, so it’s additionally hard. I think one big thing is mindset and remembering it’s not the end of the world if one thing goes wrong - and trying to keep friendships nurtured and going out and having fun. Basically find something that brings you joy every single day. Physically is sneaking exercise when I can. I wish I could say I “crush” my morning routine - but it’s not the reality for most people so being a wellness hustler isn’t my jam as it’s not realistic for most people.
Be ruthless on your time - it’s the most valuable asset you have and the hardest one to manage.
What advice do you have for early-stage entrepreneurs?
You set the tone of your culture very early on, and be unapologetic about it. You are running the ship, and who you bring on needs to be a culture fit for what type of company you want to build. Figure out what that is. Be ruthless on your time - it’s the most valuable asset you have and the hardest one to manage. It’s ok to say no to people and things that don’t add value.
What foods do you always have in your cupboards/fridge?
Ooh - I LOVE to cook, and have a large collection of cookbooks. I always have farmers market fresh veggies and herbs which you can make anything with. Chickpeas are a must, and any dried beans. As far as brands, I always put in my cart Strictly Elizabeth granola, Olipop, Fly by Jing chili crisp, Chicas tortilla chips, Siggis yogurt, Ghia... the list goes on!
What are some other brands you think are killing it? Anything from social media to community to growth.
I have been impressed with HeyDay Canning, Kat and team have created a gorgeous brand, great taste and more importantly filled a gap in the market by disrupting an antiquated area.
I love the community that’s been built with I Love Chamoy - they’ve been incredible on TikTok in a very authentic way that’s not a big marketing agency.
What trends do you think are here to stay?
Low sugar - it shouldn’t even be a trend. Cutting 20% of sugar from packaged foods and 40 percent from beverages could prevent 2.48M cardiovascular disease events (such as strokes, heart attacks, cardiac arrests), 490,000 cardiovascular deaths, and 750,000 diabetes cases in the U.S. over the lifetime of the adult population.
What are your goals for 2024?
Dive more into the healthcare areas that are brand was created for - we have so much to do to bridge the actual food as medicine gap and the reality of cpg shelves. With new government programs and health incentives for food, things are slowly started to come fruition, but it’s a long road.
Follow Joydays on IG here and connect with Amy on LinkedIn.
Unlock this article by becoming a Foodboro Member. You'll get access to exclusive content, events, discounts and a private community to help you navigate the future of food & beverage
.png)
