Meet a Maker: Hannah Hong & Mollie Cha of Must Love
College BFFs-turned business partners, this duo is bringing plant-based options (with a hint of nostalgia) to the snack aisle.
No doubt, plant-based foods are on the rise. Everything from meat and dairy alternatives to snacks and sweets, the plant-based market is projected to reach $10+ billion in the United States alone by 2023.
Must Love is right on trend. Founded in 2017 by college best friends, Hannah Hong and Mollie Cha, the brand started with banana-based frozen desserts and novelties. Since launch they have grown to national distribution in retailers like Whole Foods and Sprouts, and have most recently launched Frosed Animal Cookies sweetened with dates.
We spoke with Hannah to hear about how her and Mollie met, the inspiration for the brand, their approach to work/life balance, and nugget of advice for other CPG founders.
Mollie and I were both in brand management at Bolthouse Farms, then the fresh division of Campbell Soup Company. We were on the Innovation Team and our day jobs were thinking of categories and products that we could launch for CSC. Honestly one of the best corporate jobs we’ve ever had, it was super fun and we’re still close with our teams and leaders from then.
Where did the inspiration for the brand come from?
We are both severely lactose intolerant and also suffer from severe cases of sweet tooth. Always on the lookout for dairy-free and plant-based treats, we were open minded about trying a lot of different types of foods. One day Mollie made banana nice cream, which was just frozen bananas in a food processor, and the inspiration for Must Love was born. Naturally plant-based and sweet, low in sugar and real ingredients.
What have been the challenges of navigating the CPG industry?
Because of our backgrounds, there was a lot that we did know when starting our own brand. Like how to get a UPC made or regulatory requirements on packaging. But, there was a lot (A LOT) to learn. We like to say we knew just enough to be dangerous to ourselves. We learned a lot and are continuing to learn about how to navigate ever-increasingly complex supply chain issues for smaller brands. Also how to work with partners along the value chain when you are small.
As a founder, what do you do to take care of your health - both physical and mental?
In our earliest days, we would REALLY sweat the small stuff. Caring about the details is of course important, but at the end of the day, we’re not performing surgery here. A small mistake isn’t going to derail everything you’re working on. Especially being responsible for the operations side of a brand, we learned that something absolutely will go wrong every single time. You have to learn to be flexible and roll with it, learn to deal with disappointment, and persevere. Otherwise, the stress will be impossible to cope with.
It’s way better to be prepared for something to go wrong and it all being fine versus the opposite.
What advice do you have for early-stage entrepreneurs?
Build in plenty of time, money, energy, etc. for something big to go wrong. It’s way better to be prepared for something to go wrong and it all being fine versus the opposite. Nothing ever comes in perfectly on time and on budget.
What foods do you always have in your cupboards/fridge?
Kombucha, coming from the beverage industry pre-Must Love, we were early adopters and always have some. Hot sauce. Pickles. Cookies (ours, of course!).
What are some other brands you think are killing it in food & beverage?
Halmi - Founder is Hannah Bae and she created a brand inspired by her grandmother and our shared heritage (Korean). I think her branding and authenticity is incredible and so is her product. It’s a modern update to a flavor profile that’s deeply rooted in our heritage.
No doubt, plant-based foods are on the rise. Everything from meat and dairy alternatives to snacks and sweets, the plant-based market is projected to reach $10+ billion in the United States alone by 2023.
Must Love is right on trend. Founded in 2017 by college best friends, Hannah Hong and Mollie Cha, the brand started with banana-based frozen desserts and novelties. Since launch they have grown to national distribution in retailers like Whole Foods and Sprouts, and have most recently launched Frosed Animal Cookies sweetened with dates.
We spoke with Hannah to hear about how her and Mollie met, the inspiration for the brand, their approach to work/life balance, and nugget of advice for other CPG founders.
Mollie and I were both in brand management at Bolthouse Farms, then the fresh division of Campbell Soup Company. We were on the Innovation Team and our day jobs were thinking of categories and products that we could launch for CSC. Honestly one of the best corporate jobs we’ve ever had, it was super fun and we’re still close with our teams and leaders from then.
Where did the inspiration for the brand come from?
We are both severely lactose intolerant and also suffer from severe cases of sweet tooth. Always on the lookout for dairy-free and plant-based treats, we were open minded about trying a lot of different types of foods. One day Mollie made banana nice cream, which was just frozen bananas in a food processor, and the inspiration for Must Love was born. Naturally plant-based and sweet, low in sugar and real ingredients.
What have been the challenges of navigating the CPG industry?
Because of our backgrounds, there was a lot that we did know when starting our own brand. Like how to get a UPC made or regulatory requirements on packaging. But, there was a lot (A LOT) to learn. We like to say we knew just enough to be dangerous to ourselves. We learned a lot and are continuing to learn about how to navigate ever-increasingly complex supply chain issues for smaller brands. Also how to work with partners along the value chain when you are small.
As a founder, what do you do to take care of your health - both physical and mental?
In our earliest days, we would REALLY sweat the small stuff. Caring about the details is of course important, but at the end of the day, we’re not performing surgery here. A small mistake isn’t going to derail everything you’re working on. Especially being responsible for the operations side of a brand, we learned that something absolutely will go wrong every single time. You have to learn to be flexible and roll with it, learn to deal with disappointment, and persevere. Otherwise, the stress will be impossible to cope with.
It’s way better to be prepared for something to go wrong and it all being fine versus the opposite.
What advice do you have for early-stage entrepreneurs?
Build in plenty of time, money, energy, etc. for something big to go wrong. It’s way better to be prepared for something to go wrong and it all being fine versus the opposite. Nothing ever comes in perfectly on time and on budget.
What foods do you always have in your cupboards/fridge?
Kombucha, coming from the beverage industry pre-Must Love, we were early adopters and always have some. Hot sauce. Pickles. Cookies (ours, of course!).
What are some other brands you think are killing it in food & beverage?
Halmi - Founder is Hannah Bae and she created a brand inspired by her grandmother and our shared heritage (Korean). I think her branding and authenticity is incredible and so is her product. It’s a modern update to a flavor profile that’s deeply rooted in our heritage.
No doubt, plant-based foods are on the rise. Everything from meat and dairy alternatives to snacks and sweets, the plant-based market is projected to reach $10+ billion in the United States alone by 2023.
Must Love is right on trend. Founded in 2017 by college best friends, Hannah Hong and Mollie Cha, the brand started with banana-based frozen desserts and novelties. Since launch they have grown to national distribution in retailers like Whole Foods and Sprouts, and have most recently launched Frosed Animal Cookies sweetened with dates.
We spoke with Hannah to hear about how her and Mollie met, the inspiration for the brand, their approach to work/life balance, and nugget of advice for other CPG founders.
Mollie and I were both in brand management at Bolthouse Farms, then the fresh division of Campbell Soup Company. We were on the Innovation Team and our day jobs were thinking of categories and products that we could launch for CSC. Honestly one of the best corporate jobs we’ve ever had, it was super fun and we’re still close with our teams and leaders from then.
Where did the inspiration for the brand come from?
We are both severely lactose intolerant and also suffer from severe cases of sweet tooth. Always on the lookout for dairy-free and plant-based treats, we were open minded about trying a lot of different types of foods. One day Mollie made banana nice cream, which was just frozen bananas in a food processor, and the inspiration for Must Love was born. Naturally plant-based and sweet, low in sugar and real ingredients.
What have been the challenges of navigating the CPG industry?
Because of our backgrounds, there was a lot that we did know when starting our own brand. Like how to get a UPC made or regulatory requirements on packaging. But, there was a lot (A LOT) to learn. We like to say we knew just enough to be dangerous to ourselves. We learned a lot and are continuing to learn about how to navigate ever-increasingly complex supply chain issues for smaller brands. Also how to work with partners along the value chain when you are small.
As a founder, what do you do to take care of your health - both physical and mental?
In our earliest days, we would REALLY sweat the small stuff. Caring about the details is of course important, but at the end of the day, we’re not performing surgery here. A small mistake isn’t going to derail everything you’re working on. Especially being responsible for the operations side of a brand, we learned that something absolutely will go wrong every single time. You have to learn to be flexible and roll with it, learn to deal with disappointment, and persevere. Otherwise, the stress will be impossible to cope with.
It’s way better to be prepared for something to go wrong and it all being fine versus the opposite.
What advice do you have for early-stage entrepreneurs?
Build in plenty of time, money, energy, etc. for something big to go wrong. It’s way better to be prepared for something to go wrong and it all being fine versus the opposite. Nothing ever comes in perfectly on time and on budget.
What foods do you always have in your cupboards/fridge?
Kombucha, coming from the beverage industry pre-Must Love, we were early adopters and always have some. Hot sauce. Pickles. Cookies (ours, of course!).
What are some other brands you think are killing it in food & beverage?
Halmi - Founder is Hannah Bae and she created a brand inspired by her grandmother and our shared heritage (Korean). I think her branding and authenticity is incredible and so is her product. It’s a modern update to a flavor profile that’s deeply rooted in our heritage.
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