[Sweets And Snacks Show] How Founders Are Transforming The Snack Aisle

Paul Fricke is the Co-founder of Nomad Snacks, a company renowned for its globally inspired popcorn flavors that blend culinary creativity with adventurous spirit. Under his leadership, Nomad Snacks has garnered multiple accolades, including the Most Innovative New Product Award at the Sweets & Snacks Expo in Indianapolis. In addition to his work in the food industry, Paul is the Founder and Managing Partner of Fricke & Barnes Law, a Carlsbad-based boutique law firm serving businesses across a wide range of industries. 

Daniel Sobek is the Co-founder of Nomad Snacks, where he channels his culinary expertise to craft globally inspired popcorn flavors. A classically trained chef with a strong background in barbecue, he brings a unique blend of traditional techniques and innovative flavor development to the snack industry. His commitment to quality and creativity has helped Nomad Snacks earn multiple awards. Beyond Nomad Snacks, Daniel has made significant contributions to the culinary scene in San Diego, notably as the Owner and Executive Chef of The Corner Drafthouse, a modern American gastropub. 

Oliver Sindlev is the Co-founder and CEO of Smood Sweets, a Miami-based startup reimagining nostalgic candy flavors using whole-food ingredients like dates. He is also the Vice President at Dr Smood, a health-focused café and food brand known for its organic, nutrient-rich offerings. Oliver’s entrepreneurial journey reflects his commitment to making indulgent treats healthier without compromising on taste. With Smood Sweets, he aims to bring a better-for-you approach to the candy aisle, blending wellness with fun. 

Mark Tarner is the Founder and Owner of South Bend Chocolate Company, which has grown from producing three Notre Dame-themed confections into a regional brand offering over 500 products across multiple retail locations in Indiana, Michigan, and Ohio. Under his leadership, South Bend Chocolate Company has become a major regional employer and tourist draw, with factory tours, a café dubbed the “World’s Largest Chocolate Store,” and even a chocolate museum. A visionary with Midwestern grit, Mark has garnered numerous accolades throughout his career, including Entrepreneur magazine’s Top 30 Franchises, the Sagamore of the Wabash Award, and Ernst & Young’s Great Lakes Retail Entrepreneur of the Year.

Kristen Gilkison is the Founder and CEO of Timbar, a protein bar company based in Zionsville, Indiana, dedicated to creating clean, gluten-free snacks that don't compromise on taste. A Physician Assistant by training, she was inspired to develop Timbar after her diagnosis with celiac disease and other food allergies, which highlighted the lack of nutritious and flavorful options in the market. Combining her medical background with a passion for baking, Kristen formulated plant-based bars sweetened with honey, free from major allergens, and rich in protein and fiber. Since launching Timbar, she has expanded the brand's presence through local retailers, Amazon, and community events, collaborating with organizations like the Butler University women's basketball team to promote healthy snacking. 

Maxi Heidenblut is the Founder and CEO of Häppy Candy, a New York-based startup redefining gummy candy with 70% less sugar, no artificial sweeteners, and 100% vegan ingredients. She was inspired to create a cleaner, better-tasting candy after being diagnosed with an autoimmune condition that required her to reduce her sugar intake. Maxi holds a nutrition science certificate from Stanford and worked in asset management before launching Häppy Candy in 2024. Under her leadership, the brand has expanded to over 300 US retail locations and gained national attention for its commitment to taste, transparency, and wellness.

Yechiel Weiss is a senior leader at Stern’s Bakery, a Brooklyn-based bakery known for its wide array of traditional Jewish baked goods. The bakery has a rich history, with roots tracing back to Hungary and a legacy spanning five generations. Today, Stern’s Bakery continues to be celebrated for its artisanal craftsmanship, highest kosher standards, and carefully sourced ingredients — from challahs and babkas to rugelach, cakes, and seasonal specialties.

In this episode…

Launching a food or snack brand is more competitive than ever, with crowded aisles, rising ingredient costs, and constant innovation required to stay relevant. So, how do small companies stand out, scale quickly, and maintain their core values and product quality in such a fast-paced industry?

Food entrepreneurs reveal key insights from the frontlines of brand-building. Paul Fricke and Daniel Sobek emphasize that innovation — like bold flavor development and packaging — is central to capturing attention, while agility enables rapid testing and refinement. Oliver Sindlev leans on nostalgia and healthy ingredients to introduce an alternative candy experience, validating demand through strong buyer feedback. Mark Tarner highlights longevity through community ties and first-mover product innovation. Kristen Gilkison shares how personal health challenges inspired a clean-label bar, and Maxi Heidenblut stresses authentic branding and sugar reduction to appeal to wellness-conscious consumers. Yechiel Weiss underscores product quality, kosher certification, and private-label flexibility as competitive advantages.

On this episode of the Firebelly Social Show, Duncan Alney talks with Paul Fricke, Daniel Sobek, Oliver Sindlev, Mark Tarner, Kristen Gilkison, Maxi Heidenblut, and Yechiel Weiss on standing out at the Sweets and Snacks Expo. They discuss how innovation fuels growth, retail expansion, and health-focused snacking. The group dives into brand authenticity, flavor creation, and staying agile in a saturated market.