Pac Pac Snacks with Michael Rosenzweig feature 43 of Together Talks
- KLS
- Jul 18, 2023
- 7 min read
Updated: Apr 14
"Together Talks" feature 43: Pac Pac Snacks presented by KLS, freight company
Some Background on Pac Pac Snacks
Today's edition of "Together Talks" campaign, KLS had the opportunity to interview Pac Pac Snacks and Co-Founder, Michael Rosenzweig. Pac Pac Snacks makes jelly snacks made with the Japanese konjac vegetable. First time hearing of konjac? Konjac, also known as glucomannan, is an herb that grows in parts of Japan and other countries in Asia. Konjac root is known for its starchy corm, the stem that grows underground. The corm is used to make food products given it is a rich source of soluble dietary fiber. Studies have even been conducted to determine whether konjac root can help reduce LDL cholesterol. Gunma Prefecture is the heart of konjac country in Japan. It has the longest history as a producing region and the highest amount of production. The konjac used in Pac Pac Snacks comes from Gunma. Konjac itself doesn't have much of a taste. It is mainly texture. But don't worry, they have added some of their favorite ingredients, such as matcha from Japan and peach juice from Japanese yellow peaches, that perfectly combine with konjac to please your taste buds. These premium jellies are low calorie, vegan and gluten-free.
The Journey
It all started after a visit to Washington D.C.’s Air & Space Museum. Michael and his father dropped by a local sushi restaurant and sat at the counter. After trying his first piece of salmon nigiri, Michael was in foodie heaven. Fondness for food would drive him anywhere.
During college, Michael explored his hobbies: food and foreign languages. He spent a summer studying Italian while working on a vineyard and another semester studying in Nagoya, Japan.
After college, Michael worked in Japan as a Consultant. When he explored different towns, he always sought out the regional food dishes. Getting to learn the rich food history of different regions made a lasting impression.
Michael returned to the US in 2017 to attend graduate school. After graduation, he decided to pivot to a career in food, turning his passion into a profession.
First, Michael worked with a Japanese food startup, launching their US business. However, Covid-19 drastically altered the company's plans. As a result, the company decided to pull out of the US market and Michael had to contemplate his next move. He knew he wanted to stay in the food industry, but he also wanted to keep a connection to Japan, having worked there for 6 years.
That's when he met Shinji. Shinji is from Japan but he spent a few years in the US during his childhood, and he came back to California for work. He loved konjac products when he was in Japan. When the two met, they decided to research whether there would be a market for jelly snacks made with konjac.
After importing samples from Japan from different manufacturers, they conducted market research to find out if people would like these products. And, without surprise, the reactions were overwhelmingly positive! So, they decided to take on the journey to create Pac Pac Snacks.
They carefully selected who to work with to make their first snacks. The manufacturer they decided to work with has a factory in Gunma, Japan, which is the prefecture responsible for more than 90% of konjac production in Japan. With the manufacturer, they created the recipe for Konjac Chews, incorporating some of the great ingredients from Japan such as konjac flour sourced from konjac grown in Gunma.
Starting Pac Pac Snacks has allowed Michael and Shinji to partner with a regional snack manufacturer in business since the 1980s, while putting their own twist - from branding to product recipe - on snack classics.
Educating and creating Magic
The company idea began in January 2021, 6 short months later they incorporated, and went to market in July 2022. The products are found D2C via their website, also they are available on Amazon. Pac Pac Snacks also partners with Yamibuy, a 3rd party that sells the products online. In addition they are found in a multitude of retail boba and tea shops, and independent grocers.
Jella, their jelly mascot, leads the charge and is at the forefront of not only the packaging but also the story of the brand. Michael is creating a community that ultimately is educating and building awareness on this foreign ingredient and product. The ultimate goal is to create a magical community. "I believe our product is ideal, for example a Mother and Child can be shopping and the Child reaches for Pac Pac Snacks, and the Mom is happy about the choice. Both individuals want it. I think that is a pretty cool reaction and something our product is striving for."
The "fruit" which is actually a vegetable is often used as a Gelatin substitute. But it is ultimately a "better for your product". Only 20 calories per serving and Vegan, check out the comparison below!
In addition to the better qualities they also are individually wrapped and bringing unique flavors to the jelly category. As Michael told us it is products appealing to both parents and kids.
Community
Michael told us that the company has already had 2 successful Kickstarter campaigns, showing the belief and demand in this new product. He also mentioned how the company collaborates with artists to constantly add to the Pac Pac community and grow the uniqueness and overall fun. Food isn't just about value, but the experience which Michael attributes back to his journey that we previously touched on. The company has been infusing partnerships from the beginning as creating support is critical for the community they wish to develop.
The company operates on zero waste and constantly is donating to local foodbanks. Michael a self-proclaimed foodie for his entire life, credits his Mother who he mentioned is very empathetic. At an early age he was attending food banks with her and always giving back to help whenever they could. That level of sacrifice and charity continued when he owned his own business as the company will donate to local charities and foodbanks with any leftover product.
Adversity
Describing the challenges for Pac Pac Snacks, Michael touched on being a relatively new company with a new product impacts brand awareness. He equated it to "David vs. Goliath". As he explained, "We don't have the budget and marketing dollars of the big companies. What this forces us to do is be as mistake-proof as possible. We can't afford mistakes and we try to achieve this by being completely in-tune with our operations, customers, and company."
Michael also touched on the irony of supporting other founders in the CPG space but often times competing against each other for shelf space. As he put it, "You don't want to ever root against anyone, but at the same time, you have to work to stand out to retailers and consumers."
For Pac Pac Snacks, Michael hopes the company will release one more great flavors before year end and 2 surprise flavors at some point in 2024. The company is also planning retail expansion of an additional 200-300 stores. And true to the overall mission, Michael wants to continue educating and building the community both from new collaborative partnerships and new product ideas.
The passion and the growth
We were curious what was Michael's inspiration for creating this company and he told us it was the combination of his passion for food and story telling. Ultimately he had the opportunity to fuse the two and connect with other people while building bridges to support a new community. The passion for food started as a kid where he mentioned he has core memories of food experiences, gaming, just overall fun activities. When creating his company he wanted to implement those exact experiences and values within the magical community he is striving to create. Being able to put his mold and stamp on every aspect is a responsibility, but one he is grateful for.
Interestingly enough the start wasn't easy for Michael from a personality aspect. He considers himself introverted and being the CEO/Ambassador of the brand was an initial concern for him. He also mentioned that people from the sidelines would tell him what he should do or has to do, learning to filter some of the noise out has helped him remain more focused. Impressively enough Michael credited his fears turning into his hobbies over the last couple of years. As he shared, "Enable yourself to not care about some critical eye. There are still tough days, but consistency plays a part because in the end work ethic pays off over time."
Michael mentioned that the culture for Pac Pac Snacks is an honest place that is open, transparent, and an opportunity not only for professional but also personal growth. A laid back environment that is committed to being results focused. But ultimately much like the snacks and community it is just fun and passionate.
We asked Michael if there was one moment that brought him the most joy and he said without a doubt the first production run was the most satisfied he has felt as a part of Pac Pac Snacks. "It felt real, being able to touch it, indescribable." And to further elaborate we asked what the future goals are for not only the company, but also himself. Michael wants to be a part of this company and community for a long time. He hopes both continue to evolve. He is also interested in continuing to educate and if possible make impactful and sustainable changes to the industry, bringing a more wholistic approach to CPG. As he closed with, "The more doors you open the more that become available that you couldn't imagine." Well said Michael...
Also purchase from their website and use the coupon code "KLS" for a 15% discount!
In Closing
KLS wants to thank Pac Pac Snacks and Co-Founder, Michael Rosenzweig for sharing his story for today's "Together Talks" feature. Keep up to date with Pac Pac Snacks by following their blog on their website, check it out here. Follow along with Pac Pac Snacks' journey with their social handles below!
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