2022 marked a turning point for Katie Lefkowitz, who transformed a daunting situation into a thriving business idea.
A self-proclaimed Snickers fanatic, Lefkowitz reimagined her passion for confectionery after a medical diagnosis in 2018 prompted her to reduce her sugar intake.
“It completely shook my world,” she shared in an interview with Food Dive.
Fast forward six years, and Lefkowitz’s candy bar brand, Harken Sweets, has achieved nationwide retail presence. The brand officially debuted in March 2022, initially distributing through its website, ShopRite, Fairway, Gourmet Garage, and PopUp Grocer. On April 1, the company announced a significant retail expansion with a launch in 3,500 Walmart stores across the country.
This week, the company furthered its retail strategy by adding an extra 1,000 stores on August 27, including HyVee, The Fresh Market, Albertsons, United Supermarkets, Market Street, and Better Health Market.
Harken has experienced a 50% growth quarter over quarter, with Lefkowitz emphasizing the brand’s commitment to making the bars accessible to a broader and more diverse consumer base, including those who do not frequent premium grocery outlets.
According to Innova’s consumer snacking trends, one-third of consumers globally have reported an increase in consuming healthy snacks over the past year.
Specialty ingredients, such as dates and prebiotics, have been driving the market as more consumers seek foods that are marketed as healthy without compromising on taste.
From better-for-you pizza to candy
Lefkowitz, during her time at The Boston Consulting Group in the biopharma sector, discovered the significant impact of diet on overall health while working on drugs for chronic diseases. This realization led her to venture into the better-for-you food space.
Following her tenure at BCG, Lefkowitz served as the Chief Operating Officer at Caulipower, a brand known for incorporating ingredients like cauliflower into popular foods such as pizza and chicken nuggets.
When faced with the need to increase fiber intake in her diet, Lefkowitz discovered she could no longer indulge in her favorite sweets.
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