How to Predict an Explosive New Category w/ Adnan Durrani of Saffron Road

How do you predict an explosive new category? Adnan Durrani, co-founder and CEO of Saffron Road, is a good person to ask after doing just that in multiple entrepreneurial ventures. Before Saffron Road, Adnan was involved in both launching the healthy yogurt revolution with Stonyfield Farms and the emergence of bottled water with Vermont Pure Spring. In Saffron Road, he has now created a new category with the world’s first Halal-certified, antibiotic free and humanely raised frozen entrée. We sat down to talk about his journey as an entrepreneur and how the business was inspired by a changing consumer base with different expectations for brands.