Liz Lane had over a decade of experience in food and beverage startups, but she wanted to build a brand of her own.

This as-told-to story is based on a conversation with Liz Lane, founder of plant-based peanut butter protein powder Scoops. The brand launched in Target in May and did $25,000 in sales in month one and $400,000 in sales last month. The piece has been edited for length and clarity.

I’ve worked in food and beverage startups for the last 12-plus years. I would normally come in when a company was really early on and help them on the operations front. I’d done that for brands like Huel. I was their first U.S. operations person many years ago when the team was much smaller in the UK. Most recently, I was in-house at Magic Spoon. I came on board as one of the first hires and was there until about two, three years ago. I ran all the operations, so I saw that grow from really small to the massive brand it is now. When I left Magic Spoon, I started doing some consulting, helping a few different brands on the operations side scale or start. 

So I’d done this quite a bit, but I always wanted to start my own brand . But I wanted it to be the right thing. Obviously, protein was massive. And, admittedly, even though I work in the better-for-you food space, I’m not the best eater. So I wanted to come up with a product that wouldn’t require me to change what I was already doing or eat a lot differently.

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