Launching a food brand in today’s crowded and competitive market is no small feat, especially for founders balancing family, financial pressures, and personal wellness. With thousands of options already on shelves, how do you introduce a unique product while staying true to your mission and identity?

Massiel Villanueva, a culinary professional and yoga instructor, shares how personal adversity shaped her vision for a softer, cleaner granola alternative. When her son was diagnosed with an immune deficiency, she couldn’t find nourishing snacks that met his needs, so she created her own. Massiel emphasizes staying lean in the early stages, testing the market before scaling, and expressing authenticity through storytelling, community, and sound healing to differentiate your brand in retail. Her insights reveal that bootstrapping, mindfulness, and a strong support system are essential to startup success.

On this episode of the Firebelly Social Show, Duncan Alney talks with Massiel Villanueva, Founder of YÜJ Granola, about redefining what healthy snacking can look like. Massiel discusses the inspiration behind her product, how yoga influences her business philosophy, and her immigrant journey. She also touches on raising four kids while scaling her brand, the importance of soft-baked granola, and pitching to Walmart with courage and authenticity.

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

• [3:00] Massiel Villanueva discusses the inspiration behind YÜJ Granola’s creation and mission
• [4:53] Massiel reflects on her husband’s essential role in her growth as a founder
• [6:50] The importance of involving children in a business
• [8:14] Massiel shares her immigration journey and the challenges of adjusting to US life
• [9:31] How a personal health journey led to soft-baked granola
• [11:24] The transition from home kitchen to retail store shelves
• [13:36] The meaning behind the name YÜJ
• [23:40] Advice to early-stage food entrepreneurs on bootstrapping and focus

About Massiel Villanueva :

Massiel Villanueva is the Founder and CEO of YÜJ Granola, a health-focused snack company based in Orlando, Florida. The brand offers vegan, gluten-free, soy-free, and low-glycemic granola products, including bars, bites, and cereals. Combining her culinary background and yoga practice, Massiel built YÜJ Granola to promote unity, mindfulness, and nourishment through food. Beyond providing healthy snacks, YÜJ Granola is committed to social responsibility, donating 10% of its proceeds to children’s and environmental charities.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Massiel Villanueva on LinkedIn
• YÜJ Granola
• YÜJ Granola on Instagram | TikTok

Quotable Moments:

• “Food is what connects all of us. No matter your culture, no matter where you’re from.”
• “The appreciation our kids have towards the brand itself, it’s unrecognizable and it’s something, you know.”
• “You’re not missing on anything. You just continue doing it. Keep yourself focused because you’ll have your momentum.”
• “Yoga means unity, oneness. And once you go into a spiritual realm, you understand we’re all one.”
• “Mother Nature is asking us to create that balance. And this is all a gift.”

Action Steps:

1. Start lean and validate your product early: Avoid over-investing before confirming market fit to conserve resources and reduce risk by testing your product with real customers.
2. Involve your family in your entrepreneurial journey: Including family in the business builds appreciation, teamwork, and shared purpose while teaching valuable life and work lessons.
3. Stay grounded through mindfulness or meditation: Entrepreneurship is emotionally demanding, and practices like meditation provide clarity, focus, and emotional resilience to handle stress.
4. Use storytelling to communicate your brand’s mission: Authentic narratives resonate with audiences and differentiate your brand while building trust and emotional connection with consumers.
5. Educate yourself continuously on your industry: Learning industry-specific terms, strategies, and processes empowers you to navigate challenges and communicate effectively with partners and retailers.