Mike Schanbacher is Co-founder of Blobs, a candy company with clean ingredients and low sugar content. In his role, he spearheads Blob’s marketing and growth strategies, infusing the brand with the joy and nostalgia of childhood candy. With experience crafting digital marketing and growth strategies, Mike has held roles at numerous prominent companies, including Ogilvy, Partner Commerce, Quip, and USA Today. 

Nicholas Kheny is Co-founder of Blobs, where he oversees operations, finance, strategy, and R&D, ensuring great-tasting, better-for-you candy. With a background in biochemical and environmental engineering, he transitioned from real estate to candy-making after discovering a passion for innovative consumer solutions and sustainability.

Here’s a glimpse of what you’ll learn:

• [0:03] How the founders of Blobs reimagined candy with natural ingredients and reduced sugar
• [4:06] The intricate process of balancing taste with healthy formulations in candy-making 
• [5:43] Behind the scenes: tackling the challenges of product texture and manufacturing
• [8:24] The importance of packaging and branding to make healthy treats fun and appealing
• [13:04] Navigating customer feedback and product iteration during Blobs’ early stages 
• [21:09] Unique on-pack poetry: a creative branding strategy
• [31:38] Managing the ups and downs of entrepreneurship in the CPG industry

In this episode…

What does it take to turn a nostalgic passion into a groundbreaking business? Many sweets and snacks on the market are either filled with sugar or contain sweeteners with unpleasant tastes and textures. Is it possible to disrupt the traditional candy market with something entirely new?

Mike Schanbacher and Nicholas Kheny tackled this challenge head-on with a gummy candy brand that debunks the myth that healthy candy can’t be fun or delicious. When introducing an innovative product to a crowded market, they recommend embracing creativity in the development process by exploring new shapes, colors, and textures to make the product stand out and create a unique brand identity. Once customers become familiar with your brand, you can integrate their feedback into your product iterations to adapt to the market. Each brand-building effort should incorporate storytelling elements in your packaging and marketing to capture consumers’ imaginations and foster brand engagement. 

In the latest Brand Alchemist Podcast episode, Taja Dockendorf welcomes Mike Schanbacher and Nicholas Kheny of Blobs to discuss how their brand fulfills childhood memories of candy without guilt. Together, they recount the trial and error in perfecting their product, the strategic brand positioning, and their commitment to connecting with consumers in a genuine, memorable way.

Resources mentioned in this episode:

• Mike Schanbacher on LinkedIn
• Nicholas Kheny on LinkedIn
• Blobs
• Taja Dockendorf on LinkedIn
• Pulp+Wire
• Pulp+Wire’s email: [email protected]

Quotable Moments:

• “We wanted to make it about the product, the silliness, the fun.” – Mike Schanbacher
• “If you can eat this all day and cut out my sugar… it turns out we are actually improving lives.” – Nicholas Kheny
• “Ask everyone for help. Never be afraid to ask for help and ask for advice.” – Nicholas Kheny
• “Do the things that don’t scale — put a lot of extra effort into seemingly small opportunities.” – Mike Schanbacher

Action Steps:

• Embrace the “Taste is King” philosophy: Crafting a product that leads with exceptional taste ensures customer satisfaction and repeat business.
• Create brand experiences, not just products: By infusing products with nostalgia and joy, brands can foster a deeper connection with their audience.
• Differentiate your brand with unique elements: Standing out in a crowded market can be achieved by offering novel and noticeable differences that spark curiosity.
• Keep a beginner’s mindset and seek advice: Maintaining the humility to ask for help and taking on diverse perspectives can accelerate growth and avoid costly mistakes.
• Celebrate the small wins to build momentum: Recognizing daily achievements can drive motivation and encourage continuous progress toward brand-building goals.