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Kaliannan Argues Specialized Industry Knowledge Often Becomes Outdated, Limiting Innovation
“Experts every so often find themselves in the experts dilemma where they have all this knowledge, but that knowledge becomes outdated over time.”
Catalina Crunch Became Whole Foods' Top-Selling Cereal Within Six Months of Launch
“Within six months we became one of the top selling cereals at Whole Foods. If not the top selling cereal at Whole Foods.”
Kaliannan Claims Most Grocery Store Cereals Are Identical Beyond Their Branding
“There's a lot of different cereals in the grocery store, but they're all sort of the same cereal with different branding.”
Kaliannan Raised $900,000 Across Two Rounds for Catalina Crunch in 2018
“Yeah, so, so I had raised over the course of two rounds, first a 100,000 dollars and then 800,000 dollars afterwards.”
Kaliannan Used a Spinning Washing Machine to Coat Early Catalina Crunch Batches
“And so I actually started by buying a washing machine and just not turning the machine on and just having it spin and then having the cereal inside of the machine. And so that was the first way that I was getting the cinnamon and the chocolate onto the cereal.”
Catalina Crunch Generated Roughly $1 Million in Sales in 2018
“It was probably a million dollars or something like that.”
Catalina Crunch Rolled Out Nationwide to All Whole Foods in January 2020
“In 2020, in January, I believe, we got the cereal on shelf at all Whole Foods across the country.”
Catalina Crunch Maintained 9-Ounce Pouches Since Inception to Avoid Shrinkflation
“We have never reduced the amount of cereal that's in our, like, say, pouch of cinnamon toast cereal is nine ounces today. It was nine ounces when we started the company.”
China Tariffs Added $85,000 Per Pallet to Catalina Crunch's Monk Fruit Costs
“Due to the tariffs on, on China, the price of monk fruit went way, way, way up, and it was like an extra 85,000 dollars a pallet for us to buy monk fruit.”