I Created a Sneaky Sustainable Product to Change the Way You Snack. It Saw About $20,000 in Sales Before Launch.

Lindsay Leopold, founder of Joy Supply, has built a career in food over the past 12-plus years, working in restaurant kitchens and food media test kitchens. She has developed over 100 SKUs in different categories. Leopold became a mom and wanted to get her daughter a snack, but realized there wasn’t a traditional, nostalgic home-style cookie on the shelf.

Leopold had the idea for Joy Supply in April 2025, after a friend who invests in sustainable agriculture said they were betting big on regenerative. This led to her creating a product that is super delicious and uses better ingredients. The goal is to make a product that is sustainable and delicious, so that the more cookies sold, the more acres can be grown in a more sustainable way.

Joy Supply launched in May 2026 and did about $20,000 in pre-launch sales in month one. The brand is currently available at Nordstrom’s holiday market, Westside Market, Big Night, and additional select grocery stores in the New York City area. Leopold raised money to launch the brand, including $200,000 from friends and family, and later raised an additional $150,000 and $350,000 from investors, including Sling Ventures.

Finding the right manufacturing partner has been one of the biggest challenges for Leopold. She initially found a co-manufacturer close to New York City, but they were short-staffed and didn’t want to take on a new client. Leopold then found a new co-packer in Massachusetts, who is organic certified and produces high-quality products, but is small and expensive.

Leopold is now targeting supermarkets and needs to lower the price point, but the current manufacturer may not be able to meet the demand. She is starting the search for a new manufacturer again, which is difficult due to the old-school nature of the industry. Leopold has been asking industry contacts and people who have worked with her before for recommendations.

Winning a Bon Appétit Pantry Award led to inbound interest from retailers, including a big box retailer and Nordstrom. Joy Supply is launching in Central Market in Q1 next year, which will be the brand’s first traditional supermarket chain. Leopold is excited to get more data from this launch and is planning a direct-to-consumer focus for Q4, including a gift box with three flavors.

Leopold is a solopreneur with a few fractional employees, and she has had to think through her sales strategy. She plans to promote the website and offer a beautiful gifting experience ahead of the holidays. This article is based on reporting by Entrepreneur.