Food Business News - February 16, 2021 - 23

proteins going and come around to other
categories when the time is right,' " Daven
Kumar said. " Then the right time came
speeding up to us, and the pieces fell
together pretty quickly. "
The ability to make and execute quick
decisions is one of the biggest benefits
that comes with founding a startup, he
said. The biggest challenge is adjusting to
a smaller set of resources.
" There's only so much both of us can
do, " Daven Kumar said. " Surinder has been
at the c-suite level for the last 40 years of his
career. Now he's in the kitchen with his lab
coat. He's back to what he was doing 50 years

ago and doing all the hard grunt work. "
TruEats' bakery mixes and zero-calorie sweetener are available direct-to-consumer online. Potential expansion into
Amazon is on the horizon, followed by
brick-and-mortar retail down the line. The
Kumars also are eyeing opportunities in
hospitals and health care facilities that
run programs for diabetics and people
with other dietary restrictions.
" If we can build credibility that TruEats
delivers on its promise, that gives us a lot of
runway going forward to expand the business in new channels, other food forms and
different flavors, " Daven Kumar said. FBN

Surinder, left,
and Daven
Kumar

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VJCVRTQXKFGUCEJKGXCDNGUQNWVKQPUVQ[QWT
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food waste reduction, and packaging
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February 16, 2021

WHILE OTHERS ARE TALKING ABOUT CHANGE,
WE'RE HELPING YOU TAKE ACTION.

NE

was to combine the wisdom that inspired
his father with modern science to create
gluten-free, diabetic-friendly products
without compromising on taste.
He enlisted the help of his son, Daven,
who brought experience as a food marketer for PepsiCo, Kellogg Co. and Mondelez.
The two initially focused on plantbased meat alternatives but changed
direction in early 2020, when the coronavirus pandemic hit the United States.
" We started figuring out how the pandemic would impact consumer behavior, "
said Daven Kumar, co-founder and chief
marketing officer at TruEats. " I knew people
would be staying home and baking more. "
Expanding beyond meat alternatives
was always part of the plan, and Daven's
father already had laid the groundwork for
baking mixes.
" We thought we'd get the plant-based

BU

TRUEATS

from The Ohio State University.
" There are a lot of ancient writings
about different pulses and grains, what they
do and what kind of benefits they have, "
he said. " When I got into science, I started
asking, 'What is the science behind this?' "
His curiosity sparked a lengthy career
developing products for CPG companies.
Mr. Kumar spent more than 40 years in
senior-level R&D positions at companies
including PepsiCo, Unilever and Wrigley,
where he helped launch hundreds of products with sales of several billion dollars.
" I had a lot of fun working for all
these companies, but there was always the
question of who was really making the
final decision, " he said. " It was years developing products but not knowing whether
I'd be able to convert that into something
that's useful for consumers. "
After retiring as chief innovation
officer for Wrigley in 2008, Mr. Kumar set
out to build his own company. His goal

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Food Business News - February 16, 2021

Table of Contents for the Digital Edition of Food Business News - February 16, 2021

Food Business News - February 16, 2021 - 1
Food Business News - February 16, 2021 - 1
Food Business News - February 16, 2021 - 2
Food Business News - February 16, 2021 - 3
Food Business News - February 16, 2021 - 4
Food Business News - February 16, 2021 - 5
Food Business News - February 16, 2021 - 6
Food Business News - February 16, 2021 - 7
Food Business News - February 16, 2021 - 8
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Food Business News - February 16, 2021 - 13
Food Business News - February 16, 2021 - 14
Food Business News - February 16, 2021 - 15
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Food Business News - February 16, 2021 - 64
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