How a Food Brand Built For Office Workers Created a Direct-to-Consumer Channel During the Pandemic

For those of us keeping a close eye on the food industry, one of the most interesting aspects of the last couple months has been the pivot many packaged food brands have quickly made to direct-to-consumer channels as existing supply chains and marketplaces have been upended.

One of those brands is Slow Up, a maker of meal bars that are meant to be a fresher and healthier alternative to processed food. Company CEO Jeremiah Kreisberg describes it as "RX Bar meets Sweetgreen bowl."

Up through February, the company had been trucking along, seeing robust growth for a product that it had largely sold through corporate food service channels.

Then came COVID-19 and everything changed.

I talked with Kreisberg about how a young consumer food brand focused on office workers has dealt with the pandemic. He was very clear that the playbook is being rewritten as we speak.

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