Late Bloomer: Cynthia Tice created Lily's, a low-sugar chocolate brand, later in life, turning her passion for healthy eating into a $400 million success story. Her journey illustrates that it's never too late to innovate and pursue your dreams.
Cynthia Tice found success by creating a low-sugar chocolate brand called Lily's at a time when many people might consider retirement. Her journey began after a health scare led her to adopt better eating habits. Despite facing challenges in establishing her own business, she leveraged her knowledge of natural foods and the recent approval of Stevia as a sweetener to fill a market gap. With her family's help, she turned Lily's into a $400 million brand, showing that it's never too late to pursue your passions and innovate in your field. By being self-aware and knowing her strengths, Cynthia built a successful business at an older age and contributed to changing consumer preferences towards healthier alternatives without sacrificing taste.
Business Journey: Success in business often involves overcoming challenges and adapting to market changes. Passion can drive happiness, even in tough times. Consulting on organic products helped transition to a new opportunity, demonstrating the importance of consumer education.
Starting a business, especially in the natural food industry, can be tough. The story shares how the owner faced numerous challenges, including low profitability and intense competition from larger stores. However, passion for the mission drove happiness despite hardships. An important turning point came with increased consumer awareness after the ALAR scare, leading to more foot traffic in their store. With growing knowledge from years in retail, the owner transitioned into consulting, helping mainstream grocers adapt to consumer demand for organic products. This journey highlighted the importance of adaptability and consumer education in a changing market.
Resilience in Entrepreneurship: Cynthia's journey illustrates the importance of resilience and adaptability in entrepreneurship, as her initial chocolate venture failed, but passion and innovation eventually led her to success through more effective sweetening methods.
Cynthia and her partner started with the idea of creating a natural, sugar-free soda but faced competition from major brands and ultimately decided to pivot to chocolate. Despite initial failures, such as creating unpalatable chocolate, Cynthia’s passion for healthy sweets and discovery of effective sweeteners led to significant progress in chocolate innovation, showcasing the importance of perseverance and adaptability in entrepreneurship. Even after a partnership split, Cynthia continued to explore new sweetener options, demonstrating resilience in the face of challenges. Over time, she learned from past mistakes and eventually found a better approach to develop the product successfully, proving that determination and flexibility are key elements in building a successful business. This journey reflects how entrepreneurship involves not just product development but also personal growth and navigating relationships.
Sugar-Free Innovation: In 2011, an entrepreneur created Lily's chocolate using innovative sweeteners, focusing on great taste while supporting children's charities and maintaining a balance between product quality and social mission.
In 2011, a creative entrepreneur discovered a unique opportunity to create sugar-free chocolate by using innovative sweeteners like erythritol and dextrin, which balanced the bitterness of stevia. Partnering with a friend who had investment experience, they aimed to produce a delicious product and also support children's charities. The brand, named "Lily's" in honor of a brave girl who inspired the mission, aimed for a blend of great taste and social purpose without placing too much focus on the backstory in their marketing. Their journey highlights the importance of a solid product foundation while integrating meaningful giving into a brand’s culture.
Path to Success: Success in brand building relies on strategic partnerships, understanding market trends, and strong marketing efforts. It requires focus and adaptability to thrive in a competitive landscape, which ultimately leads to significant growth over time.
Building a successful brand requires determination, strategic partnerships, and smart marketing. Despite initial hurdles, the speaker aimed for Whole Foods as the ideal launch platform and leveraged demo teams and promotions to create consumer interest. By prioritizing product quality and innovative sweeteners, they effectively catered to emerging health trends, leading to substantial growth in the brand's early years, even with a minimal budget and no salaries. Their commitment to profitability from day one and the ability to adapt to market needs proved crucial in transforming a small startup into a thriving business that saw continuous growth and eventual recognition.
Resilience in Business: Cynthia overcame a challenging lawsuit while growing Lily's, achieving $20 million in revenue by 2017. Her journey highlights determination, resilience, and the importance of delegation in business success.
Cynthia, the co-founder of Lily's, faced significant challenges while growing her business. After experiencing initial success with innovative, low-sugar products that were well-received, she had to deal with a stressful lawsuit from a former partner. Despite the emotional toll, she focused on her growing company, which employed just four people at the time. Following a tough two-year legal battle, Cynthia ultimately triumphed, enabling her to concentrate on scaling the business. Recognizing her limitations in team management, she sought to improve her delegation skills. By 2017, her efforts paid off with revenues reaching $20 million, showcasing her determination and resilience throughout her entrepreneurial journey while overcoming personal and professional hurdles.
Never Too Late: Starting a business at any age can lead to success, as passion and experience are valuable. Clear communication and embracing new roles are key for founders transitioning after acquisitions.
Cynthia, who started her business Lily's at the age of 58, shares that passion and hard work can lead to success at any age. Despite feeling out of place among a younger team after her company was acquired, she realized that her years of experience brought valuable wisdom. Working with a founder-friendly partner allowed her to transition smoothly into a new role as a brand ambassador, helping her continue contributing to the company she built. Cynthia emphasizes the importance of clear communication and understanding between founders and their new teams, reminding others not to underestimate the power of their experience. Her story is a testament that it’s never too late to pursue your dreams, and those dreams can inspire new partnerships, growth, and success, even leading to major acquisitions.
Luck and Hard Work: Success blends hard work and luck. Cynthia Tice highlights her experience in building Lilly’s Sweets, but also the timing and public interest in sugar-free options that contributed to her accomplishments. This shows how opportunity and preparation together can achieve great results.
Balancing hard work and luck is essential for success. Cynthia Tice, a co-founder of Lilly’s Sweets, emphasizes how her dedication and experience played a significant role in establishing her company, but she also acknowledges the crucial influence of timing and a growing public interest in sugar-free products. This combination of her efforts and a fortuitous market trend helped her create delicious alternatives like sugar-free chocolate fountains, proving that innovation can thrive given the right circumstances. Enjoying treats without sugar is not just a dream anymore; it's a reality supported by those like Tice who recognize that success often results from both preparation and unexpected opportunities in the market.
Lily’s Sweets: Cynthia Tice
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Paperless Post: James and Alexa Hirschfeld
In 2007, when James Hirschfeld got the idea to start an online invitation company, the first person he turned to for help was his older sister, Alexa. Together, they were inspired to create a brand that combined the ease of digital correspondence with the beauty of paper.
Along the way, the founders faced myriad challenges: convincing investors that people would pay for virtual paper, settling on the right business model, and—worst of all-- the existential threat of Covid. 15 years after launch - Paperless Post has sent over 650 million invitations, and has even been parodied on Saturday Night Live.
This episode was produced by Kerry Thompson with music composed by Ramtin Arablouei. It was edited by Neva Grant, with research by J.C Howard. Our engineers were Robert Rodriguez and James Willetts.
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Advice Line: Reaching New Customers
This week, Guy is joined by Leah Solivan of TaskRabbit, Scott and Ally Svenson of MOD Pizza, and Holly Thaggard of Supergoop! to answer questions about reaching new customers from three early-stage founders in this special “mashup” episode of the How I Built This Lab Advice Line.
First, Erin from Alameda, California wants to introduce users to an online divorce platform so the legal process isn’t any harder than it has to be. Then, Kaveh in San Diego seeks to bring his olive oil beyond the farmers market and into kitchens nationwide. And finally, Erik from New Jersey offers on-the-go medical kits to make travel prep that much easier.
Thank you to the founders of Hello Divorce, aficio22 and JetSet Meds for being a part of our show.
If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.
To hear our guests’ previous episodes:
TaskRabbit: Leah Solivan | Advice Line with Leah Solivan
MOD Pizza & Seattle Coffee Company: Scott and Ally Svenson | Advice Line with Scott and Ally Svenson
Supergoop!: Holly Thaggard | Advice Line with Holly Thaggard
This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineers were Gilly Moon and Robert Rodriguez.
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Lily’s Sweets: Cynthia Tice
When it comes to launching a multi-million dollar brand, Cynthia Tice was a late bloomer. Nearly 60 and looking for a healthy way to satisfy her love of chocolate, she set out to make an indulgent, sugar-free version, sweetened with stevia. After some disastrous early recipes, Lily’s Sweets launched nationally in Whole Foods, with just four employees. Cynthia correctly predicted that a growing number of shoppers would willingly pay for healthier treats, and just ten years after launch, Lily’s Sweets caught the eye of Hershey’s, which acquired it for $425 million.
This episode was produced by Sam Paulson with music composed by Ramtin Arablouei. It was edited by Neva Grant, with research by Katherine Sypher. Our engineers were Robert Rodriguez and Kwesi Lee.
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Advice Line with Vicky Tsai of Tatcha
Tatcha co-founder and former CEO Vicky Tsai joins Guy on the Advice Line, where they answer questions from three early-stage founders. Plus, Vicky explains her decision to briefly step back into, and then out of again, the CEO role.
First we meet Jessica in Newport Beach, who’s wondering how to increase brand awareness for her handcrafted fine jewelry. Then Brittany in New York City, who’s looking to prioritize sales channels for her growing fem care brand. And Devon in Cleveland, who wants to generate buzz around the launch of her creative cake company.
Thank you to the founders of Petit Anjou, Beia Beauty, and Mugsy Bakes for being a part of our show.
If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered.
Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.
And be sure to listen to Tatcha’s founding story as told by Vicky on the show in 2020.
This episode was produced by Katherine Sypher with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo.
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Graduate Hotels: Ben Weprin
In 2014, Ben Weprin decided to take people’s best college memories and spin them into a new business: Graduate Hotels. Each of the chain’s properties was decorated to reflect the character of the college town in which it was based, with photos of famous alums or life-sized sports mascots in the lobby. After 13 years in commercial real estate, Ben got the idea for Graduate after renovating a dilapidated Days Inn in Chicago, and realizing that a hotel can tell a story as well as—maybe even better than—a box of cereal or a pair of shoes. Although the Covid lockdowns threatened to bankrupt Graduate, Ben was able to secure the chain’s future by selling it to Hilton, and today the 35 (+) chain is expected to add dozens more properties.
This episode was produced by Devan Schwartz with music composed by Ramtin Arablouei. It was edited by Neva Grant with research assistance from Katherine Sypher. Our engineers were Robert Rodriguez and James Willetts.
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Advice Line with Sadie Lincoln of barre3
barre3 co-founder and CEO Sadie Lincoln joins Guy on the Advice line, where they answer questions from three early-stage founders. Plus, Sadie breaks down how she introduced her novel fitness concept to new customers.
First we meet Dustin in Texas, who’s working on a brand identity for his ketchup-mustard combo condiment. Then Andrew in Missouri, who wants to convey the value of his newly-created yard game. And Randi in Alabama, who’s wondering if she should step back from being the sole face of her soon-to-be community gathering space.
Thank you to the founders of Ketchustard, Pizzy Products and Ruffner Treehouse Village for being a part of our show.
If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.
And be sure to listen to barre3’s founding story as told by Sadie on the show in 2017.
This episode was produced by Carla Esteves with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Neal Rauch.
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Barefoot Wine: Bonnie Harvey and Michael Houlihan
Bonnie Harvey and Michael Houlihan started Barefoot Wine with $300,000 in debt and almost no knowledge of wine. What they did understand was how to sell it—with a carefree name and label that evoked the beach, and a consistent flavor and low price point that attracted shoppers who normally rejected wine as being too snooty. But winning over that audience took extreme patience, and years of pavement-pounding by Michael. In 2005—twenty years after launch—Barefoot had become ubiquitous, and was acquired by E & J Gallo, one of the biggest wine brands in the world.
This episode was produced by J.C. Howard, with music by Ramtin Arablouei
Edited by Neva Grant, with research help from Olivia Rockeman.
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Advice Line with Leah Solivan of Taskrabbit
Taskrabbit founder Leah Solivan joins Guy on the Advice Line, where they answer questions from three tech founders working to identify and grow their core customer base.
First we meet Kate in Los Angeles, who wants her digital greeting cards to stand out in app stores. Then Shahn in Australia, who’s rethinking user acquisition for his couples coaching app. And Allen in Hawaii, who’s wondering about product-market fit for his online platform that teaches kids to play instruments.
Thanks to the founders of Poppy Notes, My Love Your Love and Dynabuddy for being a part of our show.
If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.
And be sure to listen to Taskrabbit's founding story as told by Leah on the show in 2022.
This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Robert Rodriguez.
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Groupon and Descript: Andrew Mason
Andrew Mason was a 27-year-old with a degree in music when he co-founded one of the fastest growing companies of all time: Groupon. Its deep discounts on everything from sushi rolls to plastic surgery soon became a ubiquitous part of life in cities across the world. In 2011, just three years after launching, Groupon had the largest internet IPO since Google, with a valuation of $12.7 billion.
But people began to complain that Andrew was not up to the role of CEO: he was quirky and unpredictable, and unable to navigate the company’s rocket-ship growth and the surge of copycats that threatened it. Soon, Groupon’s revenue slumped, and Andrew was fired from the company he’d started. But like many of the best entrepreneurs, he learned from his failure. Today, Andrew runs a new startup, an audio and video editing platform called Descript. In fact, we use Descript to make this show!
This episode was produced by Chris Maccini with music by Ramtin Arablouei.
Edited by Neva Grant, with research from Kathrine Sypher. Our audio engineers were Maggie Luthar and Robert Rodriguez.
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Listen Now: The Offensive Line with Annie Agar
Join NFL Insider and social media breakout star, Annie Agar, as she tackles the world of fantasy football, odds, props and parlays in “The Offensive Line.” Each week, Annie will break down the NFL’s juiciest and trendiest matchups and drama in her signature quick hitting style, while roasting players and teams (sorry in advance Cowboys fans), dishing out some ice-cold takes, teasing you with a weekly teaser 😉 and slamming the most “offensive” lines, odds and spreads. She’ll be joined by current and former players, and celebrity superfans for a fiery and fun slant on all things football, fantasy and Annie’s favorite picks!
Enjoy The Offensive Line with Annie Agar wherever you get your podcasts: Wondery.fm/TOL
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