Adam Hoette always had entrepreneurial dreams. While working in various sales roles in larger companies throughout his career, the St. Louis native was constantly thinking of his next big idea.
Hoette had dozens of self-described “ridiculous” ones, from website development for contractors to selling sunglasses. None of them were designed to be get-rich-quick ventures, but rather he found opportunity within individual markets.
So when he finally found an idea that stuck, Hoette was surprised it was within the consumer packaged goods (CPG) industry. The “ah-ha” moment stemmed from a series of experiences cooking for his wife and two children, recognizing the need for high-quality, nutrient-dense food options for busy families on the go.
“It started with taking a 30,000-foot view of just the snack space in general,” he said. “My market is parents and active families. I really just thought of people like us — we’re always doing something and we want our kids to eat pretty much the exact same stuff we do. We want something that could meet everybody’s needs.”
That’s what ultimately led Hoette to create Sandbox Snack Co., a CPG startup producing cookie bake mixes packed with protein, high in fiber and made with real fruits and vegetables. The bake mixes, which took about six months to develop, are available for preorder online now, with the product launching in September.
Sandbox Snack Co.’s oat- and almond-flour-based mixes come in three flavors: apple cinnamon, coconut chocolate chip and blueberry vanilla. It’s a just-add-water mix too, meaning you don’t need to have eggs, milk or butter on hand to make it.
Hoette has invested about $40,000 in Sandbox Snack Co. thus far and his intention is to get its products on shelves at national retail chains in the not-too-distant future.
“I want this to be a legitimate contender in the industry,” he said. “I have very real aspirations of what I want this company to be. ... I want it to be part of the fabric of Louisville. When they think of companies in Louisville, I want people to someday say, ‘Papa John’s, Humana and Sandbox Snack Co.’”
Here’s more from Hoette in a Q&A:
How have you been using social media (specifically LinkedIn) to build awareness for Sandbox Snack Co.?
I leaned heavily on LinkedIn from day one. ... As the idea for Sandbox took shape, I felt more comfortable reaching out to other founders directly and began having Zoom conversations with them. Over time, I embraced the process of contributing my own thoughts and ideas with my network and the industry at large — and that is what changed everything. The reach of the platform is incredible. Investing the time and effort to create a strong personal brand has allowed me to share Sandbox Snack Co. with so many more people than I could have imagined. I tell people it is the best professional decision I’ve ever made.
Do you believe there is an advantage to starting a company in Louisville? Why or why not?
There is an advantage, absolutely. I’ve found the community to be so accessible and willing to help in any way that they can. People in Louisville are eager to share their contacts, make introductions and generally help push you forward. Those things make a huge difference when you’re starting out and don’t know where to turn. But I’ve learned that you have to be unafraid to make the first move sometimes.
How will Sandbox Snack Co. products stand out in a crowded snack space?
I think we have done a great job of creating a brand vibe that appeals to our core demographic, which comes across in our packaging, website and social media. But that’s just the first step. The goal is to become a brand that consumers want to associate themselves with and share with their friends. We will do that by evolving our voice and by being extremely focused on our customers. Our bag asks customers to connect with us and “be a part of our journey.” That’s exactly how we view our relationship with our customers — a journey and an adventure.
I believe in constantly experimenting with new approaches. We don’t have deep pockets, so creativity and effort are the currencies that will get us there.
You’re not looking for outside investment. Why not?
My goal is to grow this company, but to grow slowly and methodically. I’ve made it this far without outside funds and, frankly, I enjoy not having to worry about loan payments, investors, etc. It’s highly likely that we will require funding eventually — whether that’s through a bank or investors — but it’s not something I want to worry about right now. I’m not against outside investment, it just needs to be the right opportunity and fit for me and the business.
