About the Guest(s):
Jason Christensen is an accomplished entrepreneur with over 25 years of experience in various industries. He previously founded a home security and automation company which he scaled to become one of the largest in the nation. After selling his first company to private equity, Jason transitioned to academia, becoming an adjunct professor at Brigham Young University, where he teaches entrepreneurial management. Today, Jason is the co-founder of Blue Unicorn, a distinctive CPG brand known for its innovative line of protein bars, bridging his passion for entrepreneurship and health-focused consumer products.
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Episode Summary:
In this vibrant episode of the People of Packaging Podcast, host Adam Peek sits down with Jason Christensen, co-founder of Blue Unicorn, to explore the intriguing journey of entrepreneurship from security systems to the food industry. With roots in Utah, Blue Unicorn has quickly gained attention for its uniquely delicious and nutritious protein bars. As they dive into the complexities of launching a CPG brand, Jason shares insights into product development, packaging, and the strategic decisions that come with transitioning industries.
The conversation unfolds with Jason providing a narrative on the bar’s creation, a serendipitous collaboration with Dr. Luke Talley, a food scientist responsible for the bar’s formulation. Highlighting the conceptualization and branding process, the episode captures the essence of innovation with the development of the bar’s mascot—a unicorn inspired by the fluffy delicacy of alpacas. Amidst conversations about their creative journey, Jason discusses the hurdles and triumphs of producing a compelling product, managing production logistics, and meeting regulatory standards, underscoring the entrepreneurial resilience instilled through his professor role at BYU.
Key Takeaways:
Jason Christensen's journey from the home security industry to co-founding Blue Unicorn highlights the versatility and expansiveness of entrepreneurial ventures.
Despite challenges in production and logistics, Blue Unicorn maintains a strategic control over product quality by producing their bars in-house.
The product's uniqueness stems from its low sugar content and incredible taste, positioning it as a standout in the crowded protein bar market.
Creative branding, including the creation of a unicorn mascot, plays a pivotal role in Blue Unicorn’s market differentiation and consumer engagement.
Distribution strategies are evolving as Blue Unicorn seeks to expand its retail presence while managing online direct-to-consumer sales and shipping logistics.
Notable Quotes:
"When I tried it, I was just completely blown away. I was like, this is like a treat." - Jason Christensen
"I described it as a unicorn because it was like, off the chart…this isn't real." - Jason Christensen
"Despite the variety in the market, our product stands out with its unique taste and nutritional profile." - Jason Christensen
"We had to learn a lot about packaging, measuring the bars, determining the box sizes, and ensuring everything was regulation compliant." - Jason Christensen
"We're evolving rapidly, adapting to the growing demand, and finding new ways to reach our customers." - Jason Christensen
Resources:
Blue Unicorn: blueunicorn.com
Brigham Young University Entrepreneurial Management Department
Super Top Secret — Creative agency involved in Blue Unicorn's branding
In this enlightening episode, Adam Peek and Jason Christensen carve out the intricacies of maneuvering through different industries. Whether you're interested in entrepreneurship, packaging innovation, or just the fascinating story of Blue Unicorn, this episode delivers engaging insights. Tune in for more captivating episodes of the People of Packaging podcast, where the stories behind the scenes are brought to the forefront.
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