Nine years ago, ALOHA was effectively bankrupt despite having raised $70 million. Today, the protein bar brand generates more than $200 million in revenue. How did the company pull off one of CPG’s more remarkable turnarounds?
In this episode, CEO Brad Charron reveals the strategy behind ALOHA’s resurgence, from rebuilding its product and brand to spending years earning shelf space at Whole Foods and Target.
He explains why repeat purchases matter more than distribution wins, how disciplined growth helped the company increase sales by 366% between 2022 and 2025, and why saying no to the right opportunities can be just as important as saying yes.
Show notes:
0:20: Brad Charron, CEO, ALOHA – Drawing on his experience at PepsiCo, Chobani and Kind Snacks, Brad explains how he rebuilt the brand by prioritizing taste, product quality and consumer trust before expanding distribution. He discusses ALOHA’s positioning as a food brand rather than a supplement, its commitment to transparency and certifications, and its decision to become a certified B Corp in 2020. Brad describes the challenges of earning repeat purchases and retailer support, including years of rejection from Whole Foods and Target. He explains why sales velocity and consistent execution matter more than simply gaining shelf space, and how ALOHA built its digital business while carefully selecting retail partners. He also shares how disciplined growth helped the company expand without sacrificing product quality or profitability. Finally, Brad discusses ALOHA’s competitive positioning, potential strategic partnerships and his approach to leadership as an operator rather than a founder. He offers advice to emerging CPG entrepreneurs on prioritizing opportunities, managing resources, seeking mentorship and building a sustainable business before chasing rapid expansion or an eventual exit.
Brands in this episode: Aloha, Chobani, Kind Snacks
