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I Created a Sneaky Sustainable Product to Change the Way You Snack. It Saw About $20,000 in Sales Before Launch.

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I Created a Sneaky Sustainable Product to Change the Way You Snack. It Saw About $20,000 in Sales Before Launch.

Lindsay Leopold had developed more than 100 SKUs over the course of her career, but she was ready to launch a different kind of product.

This as-told-to story is based on a conversation with Lindsay Leopold, founder of Brooklyn, New York-based crispy oat cookie brand Joy Supply, which uses regeneratively farmed U.S. ingredients. Joy Supply launched in May 2026 and did about $20,000 in pre-launch sales in month one. Currently, the brand is available at Nordstrom’s holiday market, Westside Market, Big Night and additional select grocery stores in the New York City area. The piece has been edited for length and clarity. 

I’ve built a career in food over the past 12-plus years. I worked in restaurant kitchens in New York and in food media test kitchens. I’ve done a lot of product development for national brands and meal kits like Home Chef and Sakara Life. At this point, I’ve developed over 100 SKUs in different categories. So I’ve seen a lot of different things come to life, and I’ve always loved that process.

But I was seeing this sameness happen. Even though it feels like we’ve never had more brands and products, the bar is pretty low for entering, thanks to AI and all these online resources. More people are able to be entrepreneurs, which is amazing. But at the same time, there is a lot of sameness as a result of that. 

So I was feeling a little burnt-out on product development. Then I became a mom.



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