The food and beverage landscape is undergoing a transformative phase, spearheaded by a new generation of entrepreneurs under 30. Among them, Brian Waddick and Cole Schaefer stand out for reimagining a simple snack that has long entertained baseball players—sunflower seeds. Their journey illustrates how young innovators are combining nostalgia with creativity to create products that resonate with consumers in an age of health consciousness and vibrant branding.
Waddick and Schaefer’s passion for sunflower seeds blossomed during their days as roommates at the University of Minnesota. What started as an ordinary snacking experience during Little League games led to the creation of Smackin’, a brand that offers an array of innovative flavors, such as cinnamon churro and backyard BBQ. By testing their flavor concoctions on fellow students, they gained invaluable feedback, which propelled them to secure $60,000 in funding from various sources including state grants and angel investors.
The results of their venture are staggering. From just $2 million in revenue last year, Smackin’ is projected to reach a whopping $20 million in 2023. This rapid growth can be attributed not merely to creativity, but also to the effective translation of online success into brick-and-mortar retail. With a Gen Z social media following exceeding 700,000, they have effectively harnessed the power of social media to drive traditional retail sales.
While Waddick and Schaefer conquered the snacking segment, others have carved niches that highlight health and well-being. Vasu Goyal, for instance, founded Dose Daily after witnessing his grandfather’s struggle with health issues. His vision was not one of mere entrepreneurship, but one of necessity: addressing serious health concerns through accessible, effective solutions. The glass-bottled daily shots filled with zinc, elderberry, and ginger reflect a well-thought-out mix of efficacy and convenience. Selling through significant platforms like Amazon not only broadens his reach but also aligns Dose Daily with health-focused consumers.
Goyal emphasizes a scientific approach, spending heavily on clinical trials to ensure that his products hold up to scrutiny. This prioritization of quality and transparency resonates particularly well with modern consumers who demand more than mere marketing fluff; they crave genuine, scientifically backed solutions.
Innovation doesn’t only extend to flavors but also involves a fresh perspective on traditional snacks. Gina Galvin’s Stellar Snacks represents a merging of heritage and modern trends. Co-founding the brand with her mother, an immigrant from France, Galvin has infused the pretzel industry with an artistic flair and adventurous flavors. Their commitment to collaborating with emerging artists for packaging design is not only a marketing strategy but also a tribute to creativity and fertile storytelling, engaging consumers on a deeper level.
Stellar Snacks has amassed a significant following, breaking into major retailers and even airline services, embodying the potential for young brands to transcend conventional boundaries. Backed by various financial channels, including state grants and private investments, the company is on a trajectory to invest heavily in its future, including the construction of a large-scale bakery that stands to enhance production capabilities significantly.
The impact of the pandemic has also played a role in fostering innovation in the culinary sector. Annalee Schlossberg recognized the need for quick, quality food options during challenging times and responded by launching Bel-Fries in New York City. Her thicker-cut Belgian fries served with an array of 16 sauces perfectly embody the sort of comfort food that resonates with many in today’s market. The success of the brand, evident from its expansion plans and sales figures, illustrates the resilience and entrepreneurship rife within the current landscape.
Simultaneously, Jake Tannenbaum’s Craftmix is redefining the mixer industry with compact, health-centric products that prioritize convenience without sacrificing flavor. His growth story—from kitchen experimentation to significant sales on major platforms—epitomizes how the current wave of young entrepreneurs are leveraging personal experiences and lifestyle shifts to shape their business ideologies.
These case studies represent just a snapshot of the young talent shaping the future of food and drink. The 2025 Forbes 30 Under 30 list showcases the remarkable potential that exists when passion meets innovation and hard work. With their combined storytelling, branding, and quality-driven approaches, these entrepreneurs are not just participating in the industry; they are redefining what it means to be successful in the rapidly evolving world of food and drink.
As the food industry continues to grow and change, the leaders of tomorrow are already crafting the narratives that will resonate with consumers for years to come. It will be exciting to watch how these youthful visionaries continue to push boundaries, stimulate the economy, and inspire others in this ever-thriving marketplace.