Founder Playbook: How Larabar Went from a Kitchen Experiment to a Natural Food Staple
When Lara Merriken first started blending fruit and nuts in her kitchen, she wasn’t trying to launch a business—she was simply looking for a better snack for her outdoor adventures. But that homemade energy bar turned into LÄRABAR, one of the most recognizable natural food brands in the world.
Fast forward to today, and LÄRABAR is a household name, known for its simple, whole-food ingredients and clean labels. But the journey wasn’t easy. Lara had to navigate a crowded market, convince skeptical retailers, and eventually sell her brand to General Mills, all while staying true to her mission.
So what can first-time founders learn from Lara’s journey? Here are five key takeaways from LÄRABAR’s story that can help you build and scale a brand with integrity.
The Best Business Ideas Start with a Personal Need
Lara didn’t start out as a food entrepreneur—she was just someone looking for a healthier alternative to processed energy bars. While hiking, she had a revelation: why not make a bar out of real, whole ingredients like dates and nuts? She went home, pulled out her food processor, and started experimenting.
This wasn’t a meticulously crafted business idea—it was a simple solution to a personal problem. But that’s often how the best businesses start. When you solve a problem for yourself, you’re likely solving it for others too.
If you’re struggling to find the perfect product, create it yourself. Some of the best businesses are born from personal needs.
Learn the Industry from the Inside
Before launching LÄRABAR, Lara took a job at Whole Foods Market, not because she needed a paycheck, but because she wanted a behind-the-scenes look at how the natural food industry worked.
By stocking shelves and working the register, she gained firsthand insight into what products customers gravitated toward, how products were merchandised, and how brands successfully landed on the shelves.
If you’re breaking into a new industry, get on the ground level. Work in retail, talk to customers, and immerse yourself in the space to truly understand the market.
Simplicity Sells
Many food brands overcomplicate their ingredients, but Lara knew that real food doesn’t need much to taste good.
Instead of trying to reinvent the wheel, she focused on making simple, whole-food bars with five ingredients or less. The result? A bar that stood out in an industry full of artificial additives and preservatives.
That simplicity wasn’t just in the product—it was in the branding, messaging, and packaging. Customers knew exactly what they were getting when they picked up a LÄRABAR.
Less is more. Whether it’s your product, branding, or messaging, clarity and simplicity make it easier for customers to say yes.
Be Relentless About Getting Your Product into the Right Hands
When Lara was ready to sell her bars, she didn’t wait for retailers to find her. She hit the road, knocked on doors, and personally pitched to store buyers.
At first, not everyone was convinced. But Lara’s persistence paid off—one by one, stores started carrying LÄRABAR, and soon, it became a staple in natural food stores nationwide.
You can have the best product in the world, but if you don’t fight to get it in front of the right people, it won’t matter. Put in the work to get noticed.
Scaling Smart: Knowing When to Sell
Many founders struggle with the decision to sell their company, but Lara knew that partnering with General Mills could help take LÄRABAR to the next level while maintaining the brand’s mission.
Instead of walking away post-acquisition, she stayed on for several years, ensuring that Larabar stayed true to its roots even as it scaled.
This approach allowed LÄRABAR to expand its reach while keeping the integrity of the brand intact.
Growth doesn’t have to mean compromise. If you choose to sell, find partners who align with your mission and can help you scale the right way.
Final Thoughts: Build a Brand with Purpose
LÄRABAR’s success isn’t just about great-tasting bars—it’s about staying true to a mission and creating something customers can trust.
She started with a simple, personal problem and solved it.
She learned the industry from the inside before launching.
She kept the product and messaging simple.
She worked relentlessly to get her product in front of the right people.
She scaled strategically without sacrificing the brand’s values.
At its core, LÄRABAR is proof that real food, real persistence, and real passion can build a business that lasts.
As a founder, ask yourself: Are you solving a real problem, and are you willing to do the work to bring your idea to life?
