Departure and growing a business in an industry dominated by corporate giants is no easy task – but it is possible, as evidenced by the husband-and-wife team of Ben Lewis and Angela Vranich, co-founders of Small spoona brand of food for babies and children with a focus on health.
Ben and Angela joined us for an intimate Entrepreneur+ Subscribers Only event where they discussed their business from the aha moment that launched it to its status as the fastest growing baby and children's food brand in the United States . You can watch their informative and inspiring discussion from by clicking hereand if you are not yet an Entrepreneur+ subscriber, follow this link to get a free month.
Ahead of the call, we sat down with the founding couple to dig into the details of their success.
Please tell us a little about your background and what Little Spoon is all about.
Ben Lewis: I am an entrepreneur, operator and angel investor with extensive experience at the intersection of brands, food, supply chain and technology. I am the co-founder and CEO of Little Spoon, the number one online baby and children's food brand and one of the fastest growing direct-to-consumer brands in the US.
Angela Vranich: I started my career working in food TV production, where I was involved in creative planning and execution. As Co-Founder and Chief Product Officer of Little Spoon, I oversee consumer insights, product development, research and every physical consumer-facing touchpoint. Our mission is to make parents' lives easier and kids healthier by delivering fresh baby food, early baby food, small baby food, large baby food and grocery right to their door. .
What inspired you to create The Little Spoon?
FROM: In 2015, Ben was running a food and beverage distribution company and I was running a marketing company for natural and organic food brands. As entrepreneurs in the food space, we've both witnessed first-hand a huge shift away from shelf-stable processed foods and seen dozens of fresh brands emerge, yet a surprising lack of focus on innovation in baby food—especially snacks suitable. and the foods that busy parents rely on for their growing children.
BL: I remember thinking, “How come there are over a dozen fresh pet food brands on the market, but not a single fresh baby food option?” Millennials were coming in as parents in droves, but the market was dominated by big legacy brands — like Gerber, Lunchables and Kid Cuisine — that largely didn't match the needs or standards of this new modern parent. The gap in the market seemed so obvious that we knew we had to do something about it.
What has been your biggest challenge and how did you try to overcome it?
BL: Challenges come every day when you are running a business, but we'll start at the beginning. The operational requirements and safety standards for baby food production, coupled with a total lack of interest from countless manufacturers, met with rejection after rejection for us in the first few months. It just seemed like there was nowhere to go. In the end, we found a partner who was open-minded, flexible and able to meet our strict requirements. This small, family-owned manufacturing partner took a chance on Little Spoon, and we remain committed to partnering with them today, 50 million meals later.
What advice would you give to entrepreneurs in the early days of starting a business?
BL: Be conscious and discerning of who you surround yourself with. Whether it's an early investor, someone you're bringing on board to join as a co-founder, or your first handful of hires, it's critical to choose individuals who not only share your vision and values, but also bring skills and perspectives different for tables.
FROM: Be prepared to be told that your idea is crazy, that you are doing it wrong, that it will never work… the list goes on. Stay resilient, trust your vision and focus on continuous learning and adaptation. Embrace feedback, but also believe in your idea and your ability to make it succeed.
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What advice would you give to entrepreneurs looking for funding?
BL: First, be patient. You almost certainly won't hear much more than you do. In many ways, this is good training for the entrepreneurial roller coaster ahead! Before you start talking to investors, you have your ducks in a row and it always helps to be aware of the interests and portfolios of the investors you are approaching and tailor your pitch accordingly. And when potential investors do due diligence on your business, you need to reciprocate. Talk to other entrepreneurs they've partnered with to understand how they work with founders. Assess what strategic value they can bring and try to get a glimpse of what they are like as people and partners.
What does the word “entrepreneur” mean to you?
FROM: To me, an entrepreneur is someone who embodies innovation, initiative and resilience. They are the architects of their ventures, taking The Risks to bring new ideas to life. Entrepreneurs navigate uncertainties, adapt to challenges, and constantly seek opportunities for growth.
BL: It is difficult to define this word because there are many different types of entrepreneurs and no one person is the same. However, I would say that these are people who share qualities like deep imagination and optimism, coupled with calculated risk-taking, persistence and above all, resilience.
Is there a particular quote or saying that you use as personal motivation or a philosophy that you use to motivate your team?
BL: “Aim for progress over perfection.” Entrepreneurs are naturally programmed doers and we often hold ourselves to very high standards. But it's important to remember that making incremental improvements—even small steps forward—is far more important than constantly chasing the elusive idea of perfection. The journey of growth can be as valuable as the destination itself.
FROM: “Enjoy the ride.” Working in one BEGINNING environment can be a challenging and often unpredictable journey, filled with ups and downs. We prioritize celebrating and recognizing even the smallest victories. It can be easy to overlook the seemingly unsexy or unimportant—a successful cost-saving initiative or a new feature rolling out on our website—but every small victory contributes to a greater purpose and success story.
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What advice would you give to other married couples who are considering starting a business together?
FROM: For us, it's a sense of adventure. If you're going to be in it together, be all in it so you have a better understanding of the rigor, the schedule, and what it takes.
BL: Make sure you stay connected on a personal level and honor the things that matter most to you.
What has been the most unexpected lesson you've learned since starting Little Spoon?
FROM: culture the issues. How you present yourself as a leader and contributor has a direct impact on your team and their overall morale. Despite the challenges we face behind the scenes, maintaining transparency, empathy and authenticity has been essential in fostering a culture where everyone feels valued and motivated to do their best work.
BL: Chaos is normal. Embrace it and see the uncertainty it brings not as a threat but as an opportunity for the prepared. As an entrepreneur, your ability to adapt and manage multiple fronts simultaneously is what will determine your success.
And to see our informative and inspiring discussion with Ben and Angela Click here. The discussion is for our Entrepreneur+ subscribers only, but if you're not a member, follow this link to get a free month.