As consumer demands for healthier, more inclusive, and innovative snack options continue to rise, many food and beverage brands struggle to stand out in a saturated market. Traditional products often fail to meet modern dietary needs or deliver memorable experiences that align with evolving values. So, how can emerging brands combine flavor, functionality, and innovation to win loyal fans and shelf space?

Elvin Willgrass, a confectionery innovator, stresses the importance of inclusivity by creating plant-based, allergy-free treats that no one has to miss out on. Kyle Tilley highlights the value of family-driven entrepreneurship and authenticity in expanding a dairy-free brand across borders. Jason Burke advises focusing on flavor-first innovation tailored to kids and parents. John McCone shares how storytelling and heritage shape product identity, while Kabir Khurana recommends premium ingredients and global influences to elevate everyday snacking. Andrew Ma draws from tradition to innovate with unique textures and flavors, and Eric Martindale underlines the critical role of a retail media strategy to sustain success after a product hits shelves.

On this episode of the Firebelly Social Show, Duncan Alney interviews Elvin Willgrass, Kyle Tilley, Jason Burke, John McCone, Kabir Khurana, Andrew Ma, and Eric Martindale, food entrepreneurs, about building inclusive treats for all. They discuss the power of innovation, flavor nostalgia, and consumer-first design. They also share insights on family-led food startups, global flavor trends, and the importance of digital retail media from six additional guests.

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

• [0:52] Elvin Willgrass introduces Freedom Confectionery and its inclusive, allergy-free treats
• [4:31] Kyle Tilley on expanding Grazy’s non-dairy ice cream into the US market
• [5:52] Jason Burke recalls starting The New Primal from his kitchen counter
• [8:03] John McCone shares the origin of the Rufus Teague name and brand roots
• [10:00] Kabir Khurana explains Rustle Snacks’ use of premium Croatian truffles
• [12:14] Andrew Ma details Gem Gem’s 90-year-old family ginger candy recipe and unique flavors
• [14:12] Eric Martindale talks about the importance of retail media

About Elvin Willgrass, Kyle Tilley, Jason Burke, John McCone, Kabir Khurana, Andrew Ma, Eric Martindale:

Elvin Willgrass is the Sales Director of Freedom Confectionery, a UK-based company renowned for its inclusive, plant-based, and allergen-free confectionery products. Under his leadership, the company has launched several innovative treats, including the world’s first chocolate-coated vegan gummy bar in collaboration with Pusheen. Prior to joining Freedom Confectionery, Elvin served as Managing Director at Makara Beer Company and General Manager at Lancaster Brewery.

Kyle Tilley is the COO of Grazy, a Canadian plant-based ice cream brand known for its dairy-free soft serve and pints. He plays a pivotal role in expanding Grazy’s presence across Canada and into the US market. His background in operations and logistics ensures the smooth functioning of the family-run business, which often includes their young child at events. Kyle’s dedication to Grazy’s mission reflects his commitment to delivering delicious, inclusive treats to a broader audience.

Jason Burke is the Founder and CEO of The New Primal, a clean-ingredient food brand known for its grass-fed meat snacks and low-sugar condiments. A former software-sales professional in Charleston, Jason launched The New Primal in 2012, working out of his condo kitchen with a single dehydrator. Under his leadership, The New Primal has raised over $20 million in capital, including a $15 million Series B round in 2021, and grown its product line from just three to over 30 SKUs in key categories.

John McCone is the Founder of Rufus Teague, a Kansas-based barbecue brand known for its award-winning sauces and rubs. His passion for barbecue began as a hobby, sparked by a Father’s Day gift and fueled by success in local competitions. In 2004, John established Rufus Teague, insisting on using the finest ingredients to create healthy and delicious products. Under his leadership, Rufus Teague has expanded into over 17,000 US stores and reached 10 countries, with availability in major retailers such as Walmart, Publix, Bass Pro Shops, and Dick’s Sporting Goods.

Kabir Khurana is a Marketing Executive at Rustle Snacks, a London-based gourmet snack company known for its chef-inspired truffle chips. He is also the founder of Hotel49a, an events company that hosts glamorous queer events around Soho. A graduate of University College London with a degree in philosophy, Kabir combines his academic background with a passion for astrology, spirituality, and innovative culinary experiences. His professional journey includes roles at Clii Crémant, Trident Comms Ltd., and DKor LTD, where he honed his skills in marketing and communications.

Andrew Ma is the Founder of Gem Gem, a company renowned for its chewy ginger candies crafted from fresh Indonesian ginger, pure cane sugar, and tapioca starch. Drawing inspiration from his family’s 90-year-old ginger candy recipe, he has modernized traditional confectionery by introducing innovative flavors like lychee and rose. Under his leadership, Gem Gem has emphasized natural ingredients and health benefits, positioning the brand as a wholesome alternative in the candy market. Andrew’s commitment to quality and innovation has been instrumental in Gem Gem’s growth and popularity among health-conscious consumers.

Eric Martindale is the Founder and CEO of Elite Commerce Group, a full-service agency specializing in Amazon and retail media. Under his leadership, the company has driven over half a billion dollars in retail sales for clients, maintaining a strong focus on testing and innovation to stay at the forefront of digital marketing. A former Marine officer and adventure athlete turned e-commerce authority, Eric is also a passionate technocrat interested in futurism. His unique perspective stems from identifying and exploiting retail frontiers before they become mainstream. 

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Elvin Willgrass on LinkedIn
• Freedom Confectionery
• Kyle Tilley on LinkedIn
• Grazy
• Jason Burke on LinkedIn
• The New Primal
• John McCone on LinkedIn
• Rufus Teague
• Kabir Khurana on LinkedIn
• Rustle Snacks
• Andrew Ma on LinkedIn
• Gem Gem’s Ginger Candy
• Eric Martindale on LinkedIn
• Elite Commerce Group

Quotable Moments:

• “We are innovators; we’re not imitators. So everything we make, we create ourselves.”
• “I’m there to support in the background, but it’s her company. I’m just happy.”
• “We wanted to make something that parents could give their kids that they feel good about.”
• “We’re bringing it straight to the pantry, making it accessible because glamorous snacking should be available.”
• “The easy part is to get into retail, and the hard part is to get back.”

Action Steps: 

1. Invest in product innovation that meets unmet needs: Creating allergy-free, plant-based, or culturally inspired snacks helps brands connect with underserved consumers and expand market reach.
2. Infuse authenticity into your brand story: Sharing personal or family-driven origins makes your product more relatable and strengthens emotional connections that foster loyalty.
3. Adapt flavor profiles to match specific audiences: Developing kid-friendly snacks or elevated adult options ensures broader appeal and drives repeat purchases.
4. Leverage digital retail platforms strategically: Using tools like Instacart or Walmart Connect helps ensure shelf placement translates into actual product movement.
5. Combine clean ingredients with bold flavor innovation: Pairing health-conscious ingredients with memorable tastes positions your brand as both responsible and indulgent.