Private Equity Support: I have learned that the success of any brand depends mightily on its investors. I did not realize in advance how critical Clio’s investors are to its success. Clio enjoys a tremendous relationship with its investors. Our partners have been empowering, resourceful, supportive, and collaborative. This has unlocked our potential in ways I would not have predicted.
Intoday’s fast-paced world, snacking has become an essential part of our daily routine. However, not all snacks are created equal, and many options available are unhealthy. Fortunately, there are companies dedicated to creating and promoting healthy snacks and treats that are not only delicious but also nutritious. As a part of this series, I had the distinct pleasure of interviewing John McGuckin.
John McGuckin is the CEO of Clio Snacks, the first and only grab-and-go Greek yogurt bar, quickly becoming the fastest-growing brand within the refrigerated snacking category. McGuckin brings more than 25 years of experience to the food and beverage industry. He is a highly strategic and passionate leader with a powerful, forward-thinking vision for Clio and the future of refrigerated snacks.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
Myearly career provided me with a roadmap that I could not have imagined. Somehow, fate dictated that I would find myself working for some of the most notable entrepreneurs in the food industry. Often, these folks either had their name on the package, or deserved to have their name on the package.
All of my experiences have been a blessing one way or the other, from early on with Bob Rich and then Murray Lender, to Gene Merkert, and then Yehuda Pearl at Sabra, and now Sergey Konchakovskiy at Clio, I’m happy to have been a part of these entrepreneurs’ stories. It was their passion and love for their brands and culture that provided so much inspiration for me.
From early on, I was blessed with wonderful mentors. Those who know me know that certain people took the time to provide me with the type of learning one can only gain from experience. Charlie O’Key from American Home Foods, Chris Vitella from Rich Products, Sam Chapman from Kraft/Lenders, Murray Rosen from Merkert, Tom Youngerman from Aurora Foods, Meiky Tollman from Sabra, and Tom Davis from Lakeview Farms are just a few of the wonderful leaders I was blessed to have been placed in my life at such critical times.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
When I arrived at Sabra, the Company was making $20M out of a garage-sized plant in Queens. The team was comprised of the most diverse group of people I had ever worked with, it was common to hear three or four different languages as you walked down the hall. Yet we were all believers! A community sprang up which committed itself to one another and to the ultimate success of the brand. It was magic. The brand’s success was rivaled only by Chobani as we scaled to $500M in just seven years. It was a band of brothers and sisters. Diverse perspectives and nationalities all united for a common cause. This lesson of diversity as a significant competitive advantage made a lasting impression on me and it’s a lesson we hope to pass along at Clio.
Which three Character traits do you think were most instrumental to your success? Can you please share a story or example for each?
My Faith: From this I draw everything. This is the well-spring of all that is good. This is the source of optimism that reflects my belief that anything is possible. Supporting the launch of a start-up initiative is not for the meek of heart. It is a task that is much bigger than yourself and requires a deep reservoir of belief. There comes a point in time, early on, where your insight is aided by your beliefs and you know, deep down, whether the enterprise is tailored to your abilities. Reason, guided by faith, is the ultimate determination of success. For me, Sabra and Clio stand apart in this regard.
Team Building: My career has given me the opportunity to surround myself with amazing teams. We share success and find joy in our collaboration and accomplishments. If you can attract great people who are highly skilled and share your company’s values, you win time after time, and when you do not win, you are open to discovering valuable learnings which only a lack of success can inspire. In those rare times where mission and strategy do not align, trust becomes the binding agent. Our team at Clio is best in class. It is rare for a company our size to have attracted the phenomenal leadership team we now have in place.
Listening Skills: This is crucial in every facet of work and in life. If you have customer success, it means you are listening to them. If you have strong people who stay with you with their own ideas and opinions, it means you are listening to them. Listening to someone is not only how we learn, but it is also among the highest of personal compliments and a sure sign of respect. Time and time again, our success with customers is drawn from a sincere understanding of their needs and as a result of listening, we provide them with the best solution.
Are you working on any exciting new projects now? How do you think that might help people?
- Clio is part of an exciting new category which presents both opportunities and challenges. We are working with our sales team and customers to define and create a destination for refrigerated snacks to help consumers discover and engage with the segment as it emerges.
- We also just released two new flavors of our Minis Greek Yogurt Bars that are dipped in yogurt instead of our traditional chocolatey coating. This innovation provides a delicious and convenient new way to enjoy all the goodness of Greek yogurt on-the-go. It reflects our commitment to providing great-tasting, better-for-you, grab-and-go snacks so consumers don’t have to compromise between taste, nutrition and convenience.
What inspired you to focus on promoting healthy snacks and treats?
Data and research indicate that healthy snacking is nearing the Apex of consumer demand. The inspiration is in delivering something good to people when there is so much bad out there.
What are some things you have done to educate consumers about the nutritional benefits of your products?
Clio Greek Yogurt Bars combine the benefits of whole milk Greek yogurt with an irresistible cheesecake-like texture and indulgent coatings. While taste is at the forefront of everything we do, the natural benefits of Greek yogurt — like protein and probiotics — make our products a healthier option.
Have you experienced any challenges in changing consumer perceptions about healthy snacks? How did you approach that?
Health is a very personal thing and we understand that individuals have unique needs. We’ve strategically developed a permissible snacking portfolio where each product line delivers a different health proposition. For example, our Minis are a great fit for people looking for smaller portions and lower calories while our Zero Sugar line is perfect for those looking for low sugar options and is keto-friendly.
What are your ”5 Things I Wish I Knew Before I Started”?
1 . Private Equity Support: I have learned that the success of any brand depends mightily on its investors. I did not realize in advance how critical Clio’s investors are to its success. Clio enjoys a tremendous relationship with its investors. Our partners have been empowering, resourceful, supportive, and collaborative. This has unlocked our potential in ways I would not have predicted.
2 . People: As Clio was scaling up, our team experienced tremendous growth quickly and we were faced with the challenge of building an executive team that could match the brands fast trajectory. Our search provided me with the opportunity to get more deeply engaged across all functions and as a result make the most informed decision on choosing the best possible candidates. Now, I find myself inspired by these professionals every day and am encouraged by their passion and determination for the Clio brand.
3 . The impact of Covid on retailer decision-making: There was much more dialog before Covid between the brand and retailers and the pandemic slowed successful innovation at store level. While Clio was growing faster in earlier stages than Sabra did (Sabra grew from $20M to $500M in 7 years), the brands growth was stunted by roadblocks in distribution. The Clio team experienced plenty of pivots during this time and our team is now more prepared than ever to meet retailer demands and continue to innovate and bring healthy and nutritious snacks to this growing market.
4 . The importance of Marketing: We all want to share the story to as many people as we can. The excitement of having something so magical in your portfolio is frustrated by the realization that the opportunity to bring the magic to consumers is limited by early cash flow constraints. For many successful start-ups, it’s like a child who is forced to keep a secret. It makes you want to scream and so you scale while knowing that you might be radically faster with sufficient marketing engagement.
5 . Culture of Belief: There are always people who for whatever reason, simply don’t believe. When you know you’ve reached that breakthrough moment, you must grab it. If there are non-believers in the organization, they must either be quickly converted or encouraged to find another path. People can make great things happen, but they can also be the very thing that leads to failure and discontent. People and Culture really matter!
In a constantly evolving industry, how do you stay ahead of trends to keep your offerings innovative and appealing?
We’ve significantly invested in consumer research which helps to inform our innovation strategy. We also speak to our own consumers and trade contacts in continuing to drive product enhancements and new item development. We have a myriad of Brand Ambassadors who help to direct messaging and provide us with direct consumer feedback.
If you could start a movement that would bring the most amount of good to the most amount of people, what would that be?
I would encourage people to read and deeply discuss the works of CS Lewis.
What is the best way for our readers to continue to follow your work online?
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
