Former Fashion Model Takes on Snack Titans With ThinkThin Bar
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Lizanne Falsetto is not your typical underdog. She is a great cook, lives in sunny Malibu and is drop-dead gorgeous.
Yet the former fashion model — who stands 6 feet tall in heels — is staring up at some of the biggest players in the food industry as she tries to propel her ThinkThin snack bar to new growth at big-box retailers.
The brand, marketed as a “weight wellness” bar packed with protein and free of gluten and sugar, has already made a name for itself in the natural-foods channel. Sales grew 50% in 2012, reaching $22.4 million in the meal-replacement-bar category, putting it fifth, just ahead of Slim-Fast bars, according to Packaged Facts. And that figure likely severely understates the size of the brand because it does not include Whole Foods and Trader Joe’s, where ThinkThin gets a large chunk of its distribution. (Forbes has estimated the brand’s revenue at more than $70 million.)
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