#199: Listen to This While Grabbing a Snack with Ashley Nickelsen

Think about the last time you were at a vending machine. What kind of selections did you see behind that case? Chances are it was a collection of quick fixes, like a Reese’s Peanut Butter Cups pack or some salty chips. As much as I love a good treat, too many of those snack attacks can turn into energy attacks, sapping your mind, body, and spirit. 

Ashley Nickelsen experienced this dearth of options while spending frequent time in the hospital with both her parents. She set out to do something about it, creating B.T.R. Nation to deliver healthy snacks that actually taste good.

We’re chatting about a failed flavor, the marketing channels B.T.R. Nation has found most successful, and the best artists to listen to during a run.

Highlights of our conversation

• Where the idea for B.T.R. Nation came from. (1:52)

• Some of the pushback Ashley has gotten, especially on social media — and how she addresses it. (4:24)

• The story of the failed salted caramel flavor experiment and why natural ingredients are so important. (6:03)

• A brief delay into the Pop-Tart movie Unfrosted, which comes out this week but was BARELY in the public zeitgeist when we recorded this. (12:54)

• The most effective marketing channels for the B.T.R. Nation brand. (16:29)

• The kind of capital you need to compete in a saturated market like the food and beverage industry. (20:26)

• What it’s like for Ashley to see her products in stores. (25:00)

• Something interesting happening in the food science space right now. (27:28)

• The top three artists to listen to on a run to make running more bearable. (32:56)

Where to find Ashley Nickelsen

Grab some BTR Nation snacks or find them at stores around the country.