Krishna Kaliannan wanted to start a tech company but failed at every attempt.

On the side, he was teaching himself how to cook with high-protein, low-sugar ingredients. Not just out of interest, but out of necessity. As a teenager, Krishna had been diagnosed with diabetes and epilepsy, meaning he adopted a keto diet long before it was trendy.

Krishna’s home experiments with pea powder and monk fruit eventually became Catalina Crunch, one of the country’s most popular high-protein, low-carb breakfast cereals and snacks.

In this episode, Krishna shares how a life-changing health condition sparked an obsession with healthy baking— and a brand that reimagined snacking.

What You’ll Learn

• How to turn a health challenge into a business opportunity
• The art and science of baking with esoteric ingredients
• When to trust partners and when it’s best to take charge yourself
• Why the DTC model is great for some industries and disastrous for others

Timestamps:

00:03:51 - Dealing with diabetes and epilepsy as a college student

00:10:13 - What Krishna learns from his early failures in tech

00:20:18 - The first, low-sugar cocoa puffs: “Rocks that tasted like soil.”

00:22:56 - His homemade cereal gets good enough to sell

00:28:02 - Naming the brand: classy alliteration and a nod to a Will Ferrell movie

00:40:11 - Learning to make cereal like the pros at Texas A&M

00:48:33 - Krishna moves from NYC to Indiana to make sure the cereal is made right

00:54:54 - Whole Foods, Costco, and becoming a household brand

This episode was researched and produced by Chris Maccini with music composed by Ramtin Arablouei. It was edited by Neva Grant. Our engineer was Kwesi Lee.

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