How a CPG Founder Built a Clean Protein Bar—Backed by an NBA Champion | Retail lessons on brand, growth & integrity with George Goodwin, 4th Gen Grocer & CPG Founder | GroceryPulse Podcast

<p>In this episode of <strong>GroceryPulse</strong>, host <strong>George Goodwin</strong> sits down with <strong>Jacqueline Smith</strong>, Founder &amp; CEO of <strong>E3 Energy Cubes</strong>—a Utah-based, woman-owned protein bar brand on a mission to <strong>“change the flavor of healthy.”</strong> Jacqueline shares how an accountant’s mindset (yes—<strong>math</strong>) helped her build a better-for-you bar with <strong>balanced macros (fats, carbs, protein)</strong>, clean ingredients, and <em>flavor that actually hits</em>.</p><p>You’ll hear how E3 went from a commercial kitchen concept to <strong>manufacturing in-house</strong>, why the bar is shaped into <strong>three shareable cubes</strong>, and how Jacqueline landed <strong>2x NBA Champion Norris Cole</strong> as an early investor after a wild “I don’t know why I’m here… oh THAT’S why” moment. The conversation also dives into real founder realities: ingredient sourcing, label transparency (including seed oil nuances in dried fruit), the cashflow math of CPG, packaging lessons (why black looked amazing online but disappeared in-store), and what it takes to keep going when you’re exhausted—but the mission is bigger than you.</p><p><strong>Chapters</strong><br>00:00 – Welcome + Jacqueline’s mission to make healthy taste good<br>01:38 – Why E3 started with <em>math</em>, not “food creativity”<br>03:22 – Cleaning up a tasty recipe: boosting protein, fiber, and removing extra sugars<br>04:31 – What E3 Energy Cubes are: 3 squares + 5 flavors<br>11:07 – How the first flavors were chosen<br>12:30 – The Norris Cole story: gut instinct → first investor<br>17:10 – Staying true to the mission (and being transparent about ingredients)<br>19:12 – “Seed oil-free” nuance + sourcing realities at small scale<br>23:17 – Natural flavors, propylene glycol, and what founders should watch for<br>27:18 – Why Jacqueline manufactures in-house (and how she bought machinery early)<br>29:20 – Expo West 2020 shutdown + surviving COVID as a new CPG brand<br>30:24 – Packaging pivot: why black film didn’t work in refrigerated sets<br>32:40 – Biggest sales channels: convenience + Circle K, plus new retail wins<br>34:10 – The margin squeeze: distributors, freight, demos, and buying power<br>36:43 – RFPs, comparing quotes, and logistics math that saves real money<br>38:30 – What “women-owned certified” means (and Jacqueline’s merit-based view)<br>42:21 – “Burned the ships”: what keeps her motivated<br>46:23 – Avoiding budget traps: