In the world of sports, particularly baseball, the quintessential dugout snack has long been a simple bag of sunflower seeds. For many young players, these seeds were a staple, often consumed while waiting for their turn at bat or chatting with teammates. However, for Brian Waddick and Cole Schaefer, these mundane morsels inspired something far more innovative. Meeting as roommates at the University of Minnesota in 2017, the duo transformed their childhood snack into a canvas for culinary creativity. Their experimentations led to a range of adventurous flavors, from the sweet tones of cinnamon churro to the savory nuances of backyard BBQ.
Waddick and Schaefer’s journey began in the confines of their dorm room, where they not only seasoned seeds but also gathered feedback and support from fellow students. The duo capitalized on this local enthusiasm to leap into the broader market, raising $60,000 through a combination of state grants and angel investors to launch their brand, Smackin’. Fast forward to 2024, and the company is projected to generate upwards of $20 million in revenue. With distribution agreements with major retailers like Walmart and 7-Eleven, they have successfully blended their digital marketing prowess—fueled by a vibrant community of over 700,000 Gen Z followers on social media—with traditional retail strategies.
From Personal Struggles to Product Innovation
Among the standout entrepreneurs featured in the 2025 Forbes 30 Under 30 Food & Drink list, Vasu Goyal’s story significantly resonates. Founding Dose Daily was initially a personal mission to help his grandfather manage health issues like cholesterol and liver troubles. Moving from India to Miami, Goyal transitioned from a law career to entrepreneurship with a vision to create health-focused daily shots featuring ingredients like zinc, elderberry, and ginger. He recognized that consumers are increasingly seeking effective and scientific solutions for health, leading him to invest in clinical trials that bolster the credibility of his products.
Dose Daily’s thoughtful approach has not only led to its success but also illustrated a profound shift in consumer interests—people are leaning toward evidence-backed health solutions over gimmicks. Available on platforms like Amazon and specialty health stores, Goyal’s venture exemplifies how personal narratives can drive impactful business models within the food and drink sector.
Another notable mention from the list is Gina Galvin, who has redefined the pretzel market through her brand, Stellar Snacks. Co-founding the company with her immigrant mother from France, Galvin has integrated fun and artistry into her products, turning pretzels into a vibrant experience. Stellar Snacks has achieved remarkable growth, securing places in major supermarkets such as Kroger and Whole Foods and expanding even to airline snack offerings. Their success is combined with a commitment to sustainability and community investment, illustrated by their plans to build a massive pretzel factory in Louisville.
The pretzel industry may not seem like a hotbed for innovation at first glance, but Galvin’s approach has demonstrated that even familiar snacks can undergo a renaissance when paired with creativity and forward-thinking business strategies.
Adaptation and Resilience in a Challenging Environment
The restaurant industry has seen its fair share of turbulence, particularly during the COVID-19 pandemic. However, Annalee Schlossberg’s creation, Bel-Fries, stands as a testament to the entrepreneurial spirit that thrives in adversity. By introducing a micro-restaurant concept specializing in Belgian fries and a diverse selection of sauces, Schlossberg capitalized on the burgeoning demand for unique takeout and delivery options. Her ability to adapt—expanding to six locations and launching a food truck—shows a clear understanding of market demands and customer preferences.
Simultaneously, Jake Tannenbaum’s Craftmix has emerged as a player in the beverage sector with its innovative cocktail and mocktail mixers. By offering sustainable and health-focused alternatives in pocket-sized packets, Tannenbaum has not only filled a niche market but has also harnessed the power of effective distribution, leading to significant growth in sales through various retail channels.
This year’s Forbes list also highlights the creative force of social media influencers. The emergence of a dynamic group from platforms like TikTok and Instagram has reshaped the food landscape, proving that the digital realm is a pivotal driver of business success. Individuals like Meredith Hayden and her fellow creators have leveraged their large follower counts to transform their culinary content into sustainable business ventures.
As these young entrepreneurs—who represent diverse backgrounds and innovative mindsets—continue to shape the future of the food industry, their ingenuity illustrates the potential for remarkable growth, especially in this age of digital connectivity. The 2025 Forbes 30 Under 30 list not only celebrates those achieving outstanding success but also signals the beginning of a new era for food innovation, driven by passion, creativity, and resilience. As they continue to rise, these culinary pioneers are setting the stage for what food entrepreneurship will look like in 2025 and beyond.