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(cheerful music)
(soothing music)
I absolutely love and live for ice cream
and creating ice cream for others.
Enlightened is reduced sugar, healthier ice cream,
That is so good.
Female Speaker: It is so good.
There's these gargantuan, multinational companies
that dwarf ours.
Have the suppliers come back
with any potential delays or are we safe?
Our information was way too spread
out and in too many different hands.
Michael: We had spreadsheets
that didn't talk to one another.
If anyone had a question,
they'd have to spend hours digging through data.
Michael: I know we don't have too much time
so we're going to have to really push on this one.
This is a moment of truth.
(uplifting music)
I grew up in lower Manhattan near Union Square.
I think I was probably like most kids in that
I loved sweets and snacks.
I didn't really pay attention to nutrition
up until my dad was diagnosed
with type two diabetes when I was a senior in high school.
That was devastating to Michael and to all of us.
I eat ice cream every day and don't think I'll ever stop.
Ice cream normally has a whole lot of sugar.
And, he said, "Mom, if only I could create
a healthy ice cream that people could enjoy.
And then dad could partake
of the ice cream too without any problem."
And that's what gave me the idea to start
a better for you treat and dessert company.
(uplifting music)
My great-grandparents owned a soda fountain
which served ice cream in Queens,
so I kind of have ice cream in my blood.
In the 1940s, my mother's parents had
a little ice cream soda fountain candy store
that served all kinds of sundaes and ice cream cones.
I never had a chance to meet them,
but I heard stories about their lives
and the challenges of running an ice cream shop,
but also the joy of doing that
and seeing the smiles on people's faces.
And that was something that even as a kid
always stuck with me.
This is a picture of little Michael, about five,
with the dream of becoming
the Willy Wonka of Healthy Ice Cream.
Typical pint of ice cream can have
up to 120 grams of sugar.
Americans consume 60 pounds of added sugar per year,
and we know that much sugar has
really negative impacts on health.
So, US consumption of sugar is the highest
among all industrialized countries.
Three out of the four items
in the grocery stores contain this
what we call added or hidden sugar.
Consuming too much could increase the risk
for excess weight gain, obesity,
and increases the risk for all other chronic diseases.
If we continue the trend that we are in,
by 2030 we see that 50%
of the US population will be in that obese category.
It would be helpful, really good idea to have
some food choices and options
for people that are low in added sugar.
Also, they contain good amount of protein,
because we know added sugar is not an essential nutrient.
Enlightened started really with an idea that Michael had.
We got an ice cream maker, and he started working
on different formulations.
We were his Guinea pigs.
Most of the time, what he came up with was horrendous.
Honestly, this stuff was awful.
And he would say, "But you don't understand.
It's so healthy."
I remember one day some fiber showed up,
and it was basically a pallet of product
which took up my whole bedroom.
He'd ask me if I had any guar gum
in the house and I would say,
"Yeah, I have pounds of it."
You know, like, what is guar gum?
I helped him as best I could,
and we all were there to taste the various concoctions.
And then, one day he gave it to us,
and we were like, "Whoa, this is good.
What is this?"
And they said, you know,
"Michael we want to help you get this
out there to the masses."
We'd load up the car
with as much ice cream as possible,
try to get it to local shops
before the ice cream melted.
We'd take trips to Central Park
and literally, hand out ice cream bars.
Here's, some ice cream.
You could try this.
My son made it.
Michael: I actually handed Jen an ice cream bar
but we didn't know each other.
I was walking through Central Park
and I accepted the ice cream bar,
and it was absolutely delicious.
She got hooked on Enlightened
and later ended up joining our company.
I very quickly fell in love with the product,
and then I like to say,
"I very quickly fell in love with the founder too."
Archie got scared by the pompous grass, buddy.
Scared by a leaf just like darted.
Jen Haberman is our VP of Sales and Operations
and also happens to be my fiance.
After 500 plus iterations in the kitchen,
we thought we had something pretty good,
so we started calling manufacturers,
and I called Tammy one day.
I make ice cream for a living.
I've been making ice cream for 28 years.
Michael: When I first came to her,
I didn't know a thing about the business,
creating a product at scale.
Michael came to visit me when my family owned
an ice cream plant.
She said, "You seem like a nice kid,
but this isn't going to work out."
I basically said to him,
"You know ice cream isn't going to be your fun job,"
but he was adamant that this is what he wanted to do.
Michael: I ended up convincing her to join our company
And I started to work on the formulation with him.
Tammy Shaw is our Chief Product Officer.
She's the wizard of creating
the incredible products that we put on shelves.
When out take sugar out of a product,
you have to replace it with
a lot of different materials to be able to get
the texture of true ice cream.
Michael: The goal of our company is really to offer
people an option that allows them to indulge
while still being mindful of their health.
(exciting music)
Michael and I want our ice cream to taste
like a super premium ice cream
without all the sugar, with more protein
and just everything that you love about ice cream,
we want you to love that about our ice cream.
Having what your vision is and that nutrition
and the two of them come together isn't always easy to do.
When you eat an Enlightened pint
or eat an Enlightened bar,
you're eating a product that has 70% to 90% less sugar
than your standard ice cream.
It typically has more protein as well,
which is going to be satisfying.
And it's made with a clean set of ingredients.
We were the first ice cream company to use monk fruit,
fruit grown in Asia whose extract is
150 to 200 times sweeter than sugar.
Monk fruit, in order to make that extract, they just,
they crush that fruit, turn into juice and they extract it.
And the compound that's responsible
for the sweetness it's not sugar.
It's a natural plant.
And when you consume the monk fruit extract
it doesn't have any calories.
(uplifting music)
There's these gargantuan multinational companies
that have 10s of 1000s employees
and giant budgets that dwarf hours.
We have about 50 employees,
which of course is a far smaller team
than many of our much larger competitors.
A bit of a David versus Goliath.
Everybody's vying for the same space,
and in the frozen ice cream aisle, the space is finite.
The only thing that keeps us successful is
our ability to differentiate and innovate.
The number one low-carb food ice cream maker, Enlightened.
Enlightened just came out with new ice cream cones.
This is so chocolatey.
This is for sure a 10 out of 10; like so good.
My favorite Enlightened flavor is Caramel Fudge Pretzel.
My favorite Enlightened flavor has pieces
of cookie dough and cookie bits in it.
I love Butter Pecan and I love Chocolate Peanut Butter too.
We have a Coffee Toffee that is out of this world.
Early success is definitely not a guarantee
of future success.
There's so many hurdles that pop up
that you never would've expected as you scale a company.
Everything from being able to source
key ingredients to being able to understand
the demand cycles of your customers.
Have the suppliers come back with any potential delays,
or are we safe?
In today's world, especially with supply chain issues,
a big portion of my day is trying to make sure
that the plants are getting the materials
they need to keep scheduled production.
We had spreadsheets that didn't talk to one another.
We had pieces of information
that were sitting in emails between people.
Our information was way too spread out
and in too many different hands.
And if the way we were doing things wasn't working for us,
and we kept having to fix things,
we couldn't focus on growing the business.
So, we wanted to move everything we did into a system
that could scale with us and grow with us,
which is why we chose Salesforce.
Michael: With Salesforce, we've been able to hone in
on actual analysis which enables us to take quicker action.
There have been, over the years, many instances
where we didn't produce enough of a flavor
because the information we had was a little too old,
and therefore we just didn't have our forecasts right.
I want to know when something left the factory,
when did it arrive at the warehouse?
How long is it sitting there
before it gets sent out to customers?
I could go onto the system right now
and tell you exactly what delivered when
and how much of it was delivered.
So, it's a powerful tool to help us have
real time insight into the business.
Dark Chocolate Almond moving very quickly,
so we just need to stay on top of production with this.
I can't remember a time
in recent memory where it looked this good.
Looks great.
We're currently in the process of creating
a new seasonal flavor called Bake the World a Better Place.
It's a pecan pie-based ice cream.
It's supposed to transport you to the Thanksgiving table.
And as part of the creation of that flavor,
we really wanted to do some giving back ourselves.
We take data gathered
by Salesforce to help us determine
what is the next best flavor
that we should come out with.
There wasn't really a lot
of products out there in the pecan pie flavor.
(uplifting music)
We've partnered with Diversified Dietetics,
an amazing organization that promotes diversity
among the dietician community
and increases access to information around nutrition.
All of the profits from the sale
of Bake the World a Better Place will go to
that organization.
Diversified Dietetics is a nonprofit organization
that helps dieticians
and dieticians to be, particularly of color.
So, it's basically like a roadmap
from A to Z on helping you
on your journey to become a dietician.
They offer mentorships to get into the program.
They offer scholarships
and grants to help you throughout the journey.
(uplifting music)
I am a dietetic intern and a current recipient
of the Enlightened Grant that was partnered
with Diversified Dietetics.
The field of dietetics is predominantly white.
My background is the biggest reason
why I decided to become a dietician.
I am Puerto Rican and Dominican.
I also have type 1 diabetes.
It runs in my family.
So, it was important for me to pick a career
that I could give back to my community.
Diversifying the field of nutrition
and dietetics is among the top priorities in the field,
because we know that food is tied so closely
with family culture traditions,
and not only the type of food,
how it's prepared could vary a great degree
among these different groups.
So, having professionals
that are able to meaningfully connect
with their clients would be fantastic.
(uplifting music)
We only have 12 weeks to develop
and produce Bake the World a Better Place.
We normally have a full year.
So, this is going to be a full team effort to get it done
on a super short timeline.
Nobody baked a better pie than my grandmother.
So, I knew exactly what that pecan pie needed to taste like,
because I had my grandmother with me.
Grandma Katie's Famous Pecan Pie.
She'd be so proud of me.
That's for sure.
I'm going to bake a pecan pie,
so that I can get really familiar again
with all the flavors.
Yes.
Tammy: I can't wait.
It's going to be delicious.
Kevin: I can't wait either.
Then we're going to turn it into ice cream.
Okay, well this is the moment. Mm.
I mean you can just taste the butter and the molasses,
the egginess.
Kevin: Then try it with crust.
Mm. The crust is amazing.
It has a like caramel note to it.
Kevin: Yeah.
I'm going to have to jot down my notes
and get on the phone with Jim,
because we're running out of time.
Jim, the flavor guy, we've been working together
for many years,
and what he does is he takes my ideas
and I go over with him
in detail exactly what I want the flavor to taste like.
How are you?
I'm good, thank you.
Kevin and I just got done baking
my grandmother's pecan pie to get inspiration
for our new charity pint.
Be prepared.
I need the flavor and samples in a week.
I know that's not a whole lot of time,
but it's really important.
I work with Jim to create the base flavor of the ice cream,
and then they create a flavor made specifically
for my ice cream base
which is low sugar and has added protein.
I would like it if you could meet Michael, Carol
and I next week at the Fancy Food Show
and bring the samples with you.
Do you think you can do that?
Yeah. Yeah.
And I'm going to have base mix sent out to you, probably
Jim: This is exciting.
It is exciting.
I know it's going to be a great flavor.
(exciting music)
Michael: The Fancy Food Show is
an international gathering.
It's where we get a lot
of inspiration for creating new products.
So, it's like toast. It's cereal.
Michael: As well as a place to meet with key suppliers.
Raspberry and Mango.
Yes. Hi.
So good to see you guys again.
Hi Jim.
We have three versions
of the pecan pie flavor
for you guys to try.
We got to find a winner among these three.
You know what I have to say?
The color really nails pecan pie.
Now let's hope the flavor nails pecan pie.
Mm. Very good.
The sweetness, the molasses, that brown sugar profile.
Absolutely, perfect.
That's really good.
All right. V8, please.
Move on to V8.
It's got the flavors, they're just not robust enough.
We'll eliminate V9 from the running
and take V7 and V8 to the team.
Thanks everybody for coming.
Today we're going to be tasting
Bake the World a Better Place.
We're down to the final two flavor iterations.
We have to make a choice today,
'cause we're short on time.
They're very similar,
so you have to really pay attention to taste the difference.
But, we really want to make sure we get this flavor right.
Just a little...
Wow.
Oh my God, this one is so good.
Female Speaker: Right?
Just the perfect amount of sweetness.
I feel like it really tastes like
the sort of like buttery, sugary filling of a pecan pie,
which I wouldn't really think would be
such a distinct flavor,
but it really has its own kind of like
almost like a caramelly sort of flavor to it
which really makes me think of the holidays.
Hold on. Now we're really ready to roll.
Jen: It's not a meeting until you've got the hat on it.
Yeah. Let's see what fires we need to put out today.
That's for sure.
So everything has been scheduled for the charity pint.
All materials and packaging are on route
for when you're there.
I got the art.
Let me pull it up.
It looks so good.
Tammy: It looks great.
And I love the fact
that they have the a 100% profits for charity
in two different places.
They really captured it.
(upbeat music)
Partners like Sprouts have been really invaluable to us.
They're similarly minded around innovation
and bringing newness to the consumer.
Hey Scott, it's Mike.
You're the first major partner to accept
Make the World a Better Place,
so this is huge for us.
Scott: Oh, that's sweet.
That's awesome.
We're on board with what you guys are doing
with the donation and everything.
I know we don't have too much time,
so we're going to have to really push on this, but we will.
The launch is going to be a really big deal for us,
and it's going to be a really big deal
for Diversified Dietetics.
So, thank you again for the support,
and now we have to make this timeline work.
Scott: Yeah. Sorry.
Michael: That's okay.
We'll get it done.
How do you think consumers are going to respond?
I just feel bad
for all the peppermint and pumpkin pints out there.
I think Bake the World a Better Place is
the best flavor we've ever made.
I agree.
We just need to get it in everyone's hands,
and then it'll be over from the minute they pick it up.
Michael: Just that little task.
Yeah.
(uplifting music)
Well Mark, this is it.
Well this is always what I call the moment of truth.
Mark: That's right.
Hopefully this will be one of the best things
that we've ever done for Enlightened.
This is one of my favorite things.
When I'm in a plant,
and you're cutting open your ice cream for the first time.
It's a new flavor.
That is always a little nerve-wracking to me
and also very exciting.
(uplifting music)
Oh wow.
I see a lot of nuts and I see a lot of pie pieces.
Mark: Look at the heavy ribbon.
I know.
I love it.
It's beautiful.
This is exactly what I wanted.
The pie pieces.
We have achieved the vision.
Mm, excellent.
Michael's like waiting on, you know, pins and needles.
How did it come out?
Hello Michael.
Hey Tammy.
Get ready to be excited, cause look at this.
Oh wow.
Are there enough pie pieces in every bite?
There's enough pie pieces.
There's enough pecans.
It's got a lot of stuff in it.
It's amazing.
That such good news.
I can't wait to share it with the team.
We really nailed it out of the park.
Well, we've gotten past
one of the most difficult parts of this
which is actually making the ice cream.
Now, we're onto the next stage
which is getting the ice cream into the hands of our fans.
We always want to be really innovative
and bring things to market as quickly as we can,
and now we actually can.
Ice cream is fabulous.
It always brings people together.
My favorite part of working at Enlightened is speaking
to our customers and fans and seeing the impact
that our product has on their lives every single day.
Extremely proud of Michael.
Watching and participating in this part
of his journey has been an enormous gift to me.
It was a real journey of love.
I do think we have the best tasting ice cream
in the market in the Good For You category.
And it certainly has the heart
and soul of Michael and myself.
My father loves our Vanilla Dark Chocolate Almond Bars,
and Enlightened has really helped him
on his journey to better health.
He's lost 60 pounds
and has his diabetes under control now.
I think he's proud of what we've been able to accomplish.
He's grateful that there are products
that are out there that he can enjoy,
and they happen to be made by his son.
(uplifting music)
Ready?
Sarah, just sent us the final Enlightened song.
♪ Like a Huge Day, ♪
♪ Treat Wednesday like your best friend in the World ♪
♪ Treat Thursday like Your birthday ♪
♪ And Friday like it's yours and my's day ♪
♪ Treat Saturday ♪
(happy music)
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