Protein for the Rest of Us: The Tide Treats Origin Story

In October 2024, Johnny Fauver was a financial advisor with 30 business ideas sitting on his phone. Eighteen months later, he's running a Costco roadshow, rolling into 150 Smith's grocery stores, and in talks with Harmons, Maverik, and Planet Fitness. The product? Tide Treats, a protein-packed crispy rice treat with 25 grams of protein, six grams of fiber, and no added sugar.In this episode of Sweet Takes, host Coby joins Johnny on the way to a Costco roadshow in Saratoga Springs to unpack the wild journey behind Tide Treats. From cold-calling 50 food science labs before one finally said yes, to six months of R&D, to 30,000 bars showing up in his Sandy, Utah garage and selling out in six weeks, Johnny shares the unfiltered story of building a snack brand with zero industry experience.Along the way, they get into:Why Johnny left finance to chase an idea he'd been sitting on for yearsThe "protein for the rest of us" philosophy and breaking the gym-bro stigmaHow six months of R&D shaped the final productThe brutal learning curve of inventory forecasting, margins, and retailWorking alongside his dad Rob and hand-packing 3,000 Costco variety boxes with his wife and seven-year-old sonLaunching Tide Treats six weeks before his newborn son spent two weeks on life supportWhy ignorance can be an entrepreneur's greatest assetWhat's next: a permanent Costco placement and potential national rolloutPlus, Coby and Johnny break down all five Tide Treats flavors in a live taste test, including the polarizing Island Berry that one shopper called "the most vile thing I've ever tried" right before another customer bought five boxes.Whether you're a founder, a snack enthusiast, or just someone who loves a good underdog story, this episode is a candid, behind-the-scenes look at how Tide Treats is quietly disrupting the protein aisle, one crispy rice treat at a time.🎧 Subscribe to Sweet Takes for more conversations with the founders, creators, and thinkers shaping what's next.Find Tide Treats at tidetreats.com, on Amazon, at select Costco locations, and coming soon to Smith's grocery stores.