How I Built This with Guy Raz – Yasso: Amanda Klane and Drew Harrington

Intro

In this episode of “How I Built This with Guy Raz,” Amanda Klane and Drew Harrington, the founders of Yasso, share their journey of defying the experts and building a successful frozen Greek yogurt brand. From their early days selling inflatable beer pong tables to the challenges and triumphs of creating a healthier ice cream option, Amanda and Drew’s story is one of perseverance and innovation.

Main Takeaways

Creating a Fun and Innovative Product

• Amanda and Drew started their entrepreneurial journey by creating and selling inflatable beer pong tables.
• They were the first to create this unique product and worked with engineers and manufacturers to bring it to market.

Starting Yasso: From Idea to Reality

• Amanda’s desire to create something impactful in the food industry led to the idea of starting Yasso.
• She partnered with her childhood friend, Giovanni, due to his trustworthiness and marketing expertise.
• The duo experimented with creating frozen Greek yogurt novelties, seeing an opportunity for a healthier, better-tasting ice cream option.

Overcoming Challenges in Manufacturing

• Turning Greek yogurt into ice cream was a challenging process that involved experimentation and trial and error.
• They attended ice cream school to learn how to make frozen Greek yogurt and worked with food scientists to develop the right consistency and recipe.
• They faced difficulties in finding manufacturers and had to raise seed capital to manufacture their product.

Gaining Traction and Going to Market

• Yasso became the first-ever frozen Greek yogurt ice cream brand by selling their product in grocery stores.
• They targeted national retailers and took advantage of the growing Greek yogurt trend.
• Being in big box stores like Costco gave them a marketing boost and provided cash flow to keep up with demand.

Growth, Competition, and Partnership

• Yasso experienced rapid growth, but faced competition from established brands in the industry.
• Raising $10 million allowed them to grow the business in a financially responsible way and achieve break even.
• They introduced pints of frozen Greek yogurt to compete with Halo Top, but ultimately retreated due to unsustainable marketing frenzy and pricing.
• In 2017, Yasso partnered with private equity firm Castania, allowing the founders to step back from day-to-day operations.

Summary

Creating a Fun and Innovative Product

Amanda and Drew’s entrepreneurial journey began with the creation of inflatable beer pong tables, a unique and fun product. Through collaboration with engineers and manufacturers, they were able to bring their idea to life and become the first in the market.

Starting Yasso: From Idea to Reality

Amanda’s desire to make an impact in the food industry led her to start Yasso. Partnering with her childhood friend, Giovanni, they saw an opportunity to create a healthier ice cream option using Greek yogurt. Despite initial challenges and doubts, they experimented and developed frozen Greek yogurt novelties.

Overcoming Challenges in Manufacturing

Making Greek yogurt into ice cream was a complex process that involved attending ice cream school and working with food scientists. They faced difficulties in finding manufacturers and had to raise seed capital to bring their product to market.

Gaining Traction and Going to Market

Yasso became the first frozen Greek yogurt ice cream brand by targeting national retailers and taking advantage of the growing popularity of Greek yogurt. Being in big box stores like Costco provided them with a marketing boost and the necessary cash flow to meet demand.

Growth, Competition, and Partnership

Yasso experienced rapid growth but faced competition from established brands. Raising $10 million allowed them to grow the business responsibly and achieve break even. They introduced pints of frozen Greek yogurt but later retreated due to unsustainable marketing and pricing. In 2017, they partnered with private equity firm Castania, enabling the founders to take a more high-level approach to the business.

Conclusion

Amanda and Drew’s journey with Yasso is a testament to their perseverance, innovation, and ability to adapt to challenges. From their humble beginnings selling inflatable beer pong tables to building a successful frozen Greek yogurt brand, they have created a product that resonates with health-conscious consumers. As brand ambassadors for Unilever, they continue to inspire and lead the way in the frozen dessert industry.