YAY NUTS: The Nutty Way To Snack!
- KLS
- 5 minutes ago
- 7 min read
For the 203rd feature of our "Together Talks" campaign, we collaborated with YAY NUTS and Co-Founder, Abdul Altaf. At Yay Nuts, they're passionate about crafting delicious, premium-quality nuts that turn every snack into a treat. From their signature Butter Toffee Cashews, Almonds, and Peanuts to our upcoming exciting varieties, they’re committed to delivering freshness you can taste and quality you can trust. Their mission is simple: to create nut-based snacks that not only satisfy cravings but also bring a little joy to every bite. Whether you're a fan of classic flavors or looking to explore something new, Yay Nuts has the perfect snack for every nut lover.
"Together Talks" feature # 203: YAY NUTS presented by KLS - Your Trusted Shipping Solutions In The USA
Can you reflect on a goal you set, achieved, and how it made you feel? Goals for upcoming year + Next phase of the company?
What were your concerns to transition to starting your own business? How have you dealt with being the face of the company?
What have you learned since becoming an entrepreneur? What aspect of entrepreneurship do you appreciate the most? What is your why?
Story of how it was created?
My cousin and I co-founded YAY NUTS in August 2024. Before starting YAY NUTS, we had been in the e-commerce industry for the past five years, starting at the age of 16. I just turned 22. Throughout that time, we made a lot of mistakes, but we learned a great deal from those experiences. We took every mistake as a learning lesson. We also found a lot of people we could work with, and we used every resource we had to launch YAY NUTS. Actually, my father has been in the wholesale nut business, so we thought, "Why not venture into the repackaging side?"
We noticed a significant gap in the market—there weren’t many healthy nut options out there. Most products contain peanut oils, sunflower oils, or canola oil, but we wanted to offer all-natural ingredients. When we launched, we did $40,000 in sales in the first month. That was a great start, and once we saw that success, we knew we had a strong product. Within eight months, we hit a million in sales. By the end of our first year (August 2024 to August 2025), we reached $2 million in sales.
However, throughout our journey, we’ve faced many hurdles, especially with stock issues. Even now, we struggle with not having enough stock to meet the demand. We’re currently working with several manufacturers and exploring the option of manufacturing in-house.
What separates you from your competition?
Our success comes from tapping into the Gen Z market. There aren’t many Gen Z-focused nut companies, especially among the larger brands, which haven’t really innovated. Social media has evolved, and so have we. We launched on TikTok Shop first, embraced affiliate marketing, and now we have a growing ecosystem of creators who are fueled by our brand and truly believe in our mission.
When it comes to our brand, it's not just about selling nuts. You're supporting a cause and a purpose. Our mission is simple: snacking with a purpose. A percentage of our sales goes to charity, helping communities in need. That’s a big part of our brand pivot.
We also spent over two months perfecting our packaging to make it eye-catching. And when it comes to promotion, we’ve taken a fun, edgy approach that people appreciate.
Can you reflect on a goal you set, achieved, and how it made you feel?
We’re always goal-driven. Once we hit a goal, we’re already focused on the next one. When we hit a million in sales, that was a huge milestone, but we quickly shifted our focus to the next million. After reaching $2 million, we’re now aiming for $5 million, then $10 million. For us, it's all about pushing the limits.
For example, we hope to reach $3 million in sales by the end of this year and $10 million by next year. We’re constantly building and moving forward, and we don’t have a number that will stop us.
Goals for upcoming year + Next phase of the company?
A big goal is to consistently hit $1 million in sales per month. We currently have the demand but lack the supply to meet it. So, our main focus is figuring out the supply chain issue.
In the next 12 months, we plan to launch a lot of exciting new flavors—at least two each month. These will be unique and completely natural, which will be a challenge. There are already popular flavors like dill pickle or honey roasted, but we want to offer healthy alternatives that don’t compromise on flavor.
We don’t plan on going retail for another three years. For now, we’re focused on building our D2C (direct-to-consumer) model. We have mentors who tell us to build the demand first, so when the big box retailers come knocking, we have leverage. We’re also bringing on a growth advisor with extensive experience, and we’re excited about the potential to grow even faster.
What were your concerns to transition to starting your own business?
My cousin and I had the idea a year before we actually started YAY NUTS, but we kept delaying it because we weren’t sure how it would perform. It might fail, it might flop, and we were busy with our other businesses and college. We didn’t have much time, but eventually, we decided to go all-in and see what would happen. Our other business was going through a difficult time, and YAY NUTS was our last hope in e-commerce. If this had failed, I would’ve walked away from e-commerce for good.
We had some experience with TikTok Shop, where we were making $20K in profit per month by selling random products. But we didn’t know how to build a brand back then. So, we launched YAY NUTS with a sense of hope and uncertainty. Thankfully, it paid off. We had a feeling it would do well, but we didn’t expect it to take off this quickly.
How have you dealt with being the face of the company?
Launching a business is full of raw reality, not just rainbows and sunshine. A lot of founders don’t show the struggles, but we’re different. We want to show people that it’s possible to build a business while being full-time college students. It’s not easy, but it’s definitely possible.
I’m more of the public-facing side of the business, while my cousin works behind the scenes on ads, funnels, and partnerships with creators. We split tasks based on our strengths and weaknesses to save time and maximize our growth. I’ve been sharing our journey on LinkedIn, and it’s been amazing to connect with so many people. It’s not just about building a business; it’s about inspiring others, especially fellow college students, to believe in themselves.
What have you learned since becoming an entrepreneur?
One of the most important things I’ve learned is the power of networking. In industries like CPG, people are very willing to help each other succeed. It’s not just about what you know, but who you know. We prioritize networking and building meaningful relationships because it has helped us a lot. It’s also about giving as much as you take. Helping others is a key part of success.
Meeting other entrepreneurs has been motivational. People see our real-time growth, and they appreciate that we’re showing both the wins and the losses. This transparency has allowed us to build strong connections, and people are eager to support us.
What aspect of entrepreneurship do you appreciate the most?
Entrepreneurship offers a lot of freedom, but it also requires immense discipline. We’re both full-time college students—I'm working toward a degree in industrial engineering, and my cousin is pursuing computer science. Despite our demanding schedules, we’re committed to building our business as fast as possible. For us, it’s about putting in the work now so we can fully dedicate ourselves to the business once we graduate.
What is your why?
One thing that has really motivated us is seeing the positive feedback from our customers. When people try our products and love them, it pushes us to keep going. We’re constantly thinking about new flavors, knowing that our customers will appreciate them.
But beyond that, it's the opportunity to share our journey in real time. As college students, we know that we’re not too different from the people who follow us. Our success can be their inspiration. It’s not about competition—it’s about motivating others and showing them what’s possible if you put your mind to it.
Do you have a moment that brings you the most joy?
We’re still just getting started, and there will always be hurdles. But every time we face a challenge and overcome it, we feel satisfaction. It’s a constant cycle—once we solve one problem, another pops up. But that’s the fun part of business: it’s all about problem-solving. It’s stressful at times, but ultimately very satisfying.
Starting a CPG Company
People often ask, "How did you grow so quickly?" My answer is simple: Don’t chase the money, chase the dream. For us, CPG became something we truly fell in love with, and it runs in the family. It wasn’t about the money; it was about the people we met and how exciting it was to build a brand. If you focus on creating a brand with purpose, you'll go far. Don’t build a brand just for profit—build it because it has a mission and vision.
Piece of Advice
A lot of people are introverted and hesitant to step outside their comfort zones, but that’s what you need to succeed in business. Even posting on LinkedIn was outside my comfort zone, but it’s been key to our growth. Don’t be afraid to push yourself. Speak to people you wouldn’t normally speak to, do things you wouldn’t usually do, and that’s what will set you apart.
In Closing
KLS wants to thank YAY NUTS and Co-Founder, Abdul Altaf, for today's "Together Talks" feature. Follow along for their journey with their social handles below!