Today on Gluten-Free Unwrapped, Jenny Finke interviews Kristine Tran, the co-founder of NUFS, a fast-growing seed-oil-free cracker brand found at Sprouts and Whole Foods.

While the crackers are amazing, what makes this brand truly special is the story behind it.

Kristine shares how her father’s health challenges, including a diabetes diagnosis, became the catalyst for creating a product she and her co-founder/sister, Jess, felt proud to feed their own family.

In this conversation, we talk about the early pivots that shaped NUFS, including their shift from superfood bites to crackers, the realities of building and scaling a food brand, and what it’s like to run a business with your sister.

We also dig into what it takes to stand out in a crowded CPG space, why certifications like gluten-free and kosher matter, and how they think about ingredient quality, pricing, and building trust with their customers.

And of course, we talk about the fun stuff too, including how Kristine came up with the Hot Honey flavor and what might be coming next.

In This Episode, We Cover:

The personal story behind NUFS and how their father’s health inspired the brand
Kristine’s background in finance and how it shaped a thoughtful, customer-first approach
The evolution from superfood bites to crackers, and why they made the pivot
What it’s really like building a business with your sibling
How they developed a clean-label cracker that actually tastes good
The story behind their Hot Honey flavor and what makes it so unique
How they broke into major retailers like Sprouts and Whole Foods
The realities of scaling a food business and growing quickly
Why gluten-free and kosher certifications have been key to building trust
Their perspective on pricing, ingredients, and educating consumers
Food trends they’re watching and what’s next for NUFS

Discount

Use code LOVEME10 for a special discount at getnufs.com.

Connect with Kristine (NUFS)

Website: getnufs.com

Instagram: @getnufs

Facebook: @NUFS

LinkedIn: @Kristine Tran

Connect with Jenny Finke (host)

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