Interview with Founder of Butter Baked Co – Whitney Lounsbury

“I always say it’s kind of like building an airplane while it’s in the air.”      

In this episode of The Irresistible Factor Whitney shares her inspiring journey of transitioning from a career in the fashion industry to launching a food brand driven by her family’s health needs. Despite her knack for baking, Whitney faced significant challenges in creating recipes that were keto, gluten-free, and sugar-free—and still delicious. 

From failed test batches to finding the perfect ingredient combinations, Whitney discusses the trial and error of product development. She also highlights the strategic lessons learned from her fashion background and the complexities of scaling a food brand in a competitive market. Tune in for a candid conversation on perseverance, the value of CPG community, and the realities of building a better-for-you food company from the ground up.

We also touched on:
- What it means to build a foundation  before scaling 
- Challenges with cash flow and sustaining growth 
- Her natural aversion to financials and how she’s overcoming it
- Why you shouldn’t be afraid to pivot and “shake things up” 
- Where she envisions her products in the next 5-10 years