Barry Turner, the Founder of Lenny & Larry's, was kind enough to answer some questions about his company. The Q & A of my conversation with Barry is below. Special thanks to Barry for making such an amazing product. I'm on a mission to get my friends hooked on these great brownies, muffins and cookies, too.
1. What's the inspiration for your company?
In 1993, former American Gladiator CYCLONE was injured on that show, and, with a friend, they decided to start a company by adding protein to baked goods. The play on the name of the company was that the two friends, Benny & Barry, thought Lenny & Larry's was just funnier. We drew the logo on a napkin, put $1,400 in a bank account and away we went. We wanted a memorable name and a logo. No one was doing anything with baked goods when we began. We always had coffee and a muffin or coffee and a cookie before we worked out. Then it hit us: lets add protein to baked goods.
2. How did you decide on developing the products in your line?
We have remained true since day one -- always all natural! This was before the all natural craze began. Everything we do is all natural, high in protein. We develop snacks versus meal replacements, although people do use our products as such. We are an 'on-the-go society' and our products fit that lifestyle.
3. How do you distinguish your products from other protein enriched bars and cookies?
All natural is first! If we can't make it all natural, we don't make it. Most competitors use sugar alcohols, artificial preservatives, flavorings and colors. It is more expensive to use only all natural ingredients and this is also why our competitors choose the un-natural route. By using sugar alcohols, they get to use 'fuzzy math' to show how low their carb counts are, BUT they have to use disclaimers like "may cause gastrointestinal discomfort" or "for best results drink an 8 oz glass of water with this bar." Yes, to choke it down...yuck!
Our packaging and product names also stand out from the crowd. This separates use from the bland packaging and forgettable products names out there. We are all about FUN! Pick up the package, have a chuckle and enjoy a great tasting, all natural, healthy snack.
4. What's your most popular flavor for each product?
Triple Chocolate in the Muscle Brownie family (not by much over Peanut Butter), Chocolate Chip in The Complete Cookie family and Blueberry in The Muscle Muffin group. Peanut Butter Muscle Candy looks as if it will be the best tasting in that group.
5. How do you develop your products? In other words: take me through the process, from idea to finished product, that is responsible for your stuff.
Several years ago, we locked down numerous trademarks and domain names. We think about what products are different than regular products on the market. How can we make a cookie, a brownie, etc. in a different style, shape or delivery. We then start the sample making process (we are on sample 20 on Muscle Candy). We taste internally, give samples away, do taste tests and compare notes. We release no product until we all say this is a winner! We then apply the name to see if it fits an start package design. It can take a full year from concept to market.
6. What are your favorite flavors for each product?
Peanut Butter Muscle Brownie, Pumpkin Complete Cookie, Pumpkin Muscle Muffin and Peanut Butter Muscle Candy. If you can't tell, I love my peanut butter!
7. What are some of your short-term plans for the brand?
More products, more focus on direct marketing, working with the Club stores and increasing our online presence. We hope to announce in a couple of months a sort of collaborative effort of Lenny & Larry's and another group. We will keep you posted on this.
8. What's the response like from retailers for your products?
Happy to report: all positive! Everyone who carries our products re-orders. Anyone can sell something one time. We still service some of the same accounts from 1993. Now that is staying power! One major retail buyer said "Muscle Brownie was the best tasting protein bar...ever." A very prominent health club chain was happy to report that we were the number one and number two selling protein bars in their clubs. They said they had never seen anything like it. A company our size with no advertising became the top seller. This is competing against Supreme Protein, Detour, Pure Protein, Clif, etc.
9. Without naming names, why do your competitors not have products of equal caliber to yours?
Because they don't care about quality. They only care about the sale. When you have to have instructions on how to eat a protein bar, you have to question what you are eating. Boring is over -- FUN has arrived!
10. Besides Whole Foods, what other retailers should I mention that carry your products?
GNC, Robeks, Smoothie King, HEB, 7-11, Supervalu, Albertson's, Ralphs, Sports Authority and many, many more.
