Krishna Kaliannan wanted to start a tech company but failed at every attempt.  On the side, he was teaching himself how to cook with high-protein, low-sugar ingredients. Not just out of interest, but out of necessity. As a teenager, Krishna had been diagnosed with diabetes and epilepsy, meaning he adopted a keto diet long before it was trendy.  Krishna’s home experiments with pea powder and monk fruit eventually became Catalina Crunch, one of the country’s most popular high-protein, low-carb breakfast cereals and snacks.  In this episode, Krishna shares how a life-changing health condition sparked an obsession with healthy baking— and a brand that reimagined snacking. What You’ll Learn * How to turn a health challenge into a business opportunity  * The art and science of baking with esoteric ingredients * When to trust partners and when it’s best to take charge yourself * Why the DTC model is great for some industries and disastrous for others Timestamps: 00:06:16 - Dealing with diabetes and epilepsy as a college student 00:12:38 - What Krishna learns from his early failures in tech 00:22:43 - The first, low-sugar cocoa puffs: “Rocks that tasted like soil.”    00:27:36 - His homemade cereal gets good enough to sell 00:32:42 - Naming the brand: classy alliteration and a nod to a Will Ferrell movie  00:44:51 - Learning to make cereal like the pros at Texas A&M 00:54:43 - Krishna moves from NYC to Indiana to make sure the cereal is made right 01:01:04 - Whole Foods, Costco, and becoming a household brand This episode was researched and produced by Chris Maccini with music composed by Ramtin Arablouei. It was edited by Neva Grant. Our engineer was Kwesi Lee.  Follow How I Built This: Instagram → @howibuiltthis [https://www.instagram.com/howibuiltthis/] X → @HowIBuiltThis [https://x.com/howibuiltthis] Facebook → How I Built This [https://www.facebook.com/howibuiltthis] Follow Guy Raz: Instagram → @guy.raz [https://www.instagram.com/guy.raz/] Youtube → guy_raz [https://www.youtube.com/channel/UCNSfrxNEmCruNtjIzxCBHjg] X → @guyraz [https://x.com/guyraz] Substack → https://urldefense.com/v3/__http:/guyraz.substack.com__;!!Iwwt!RZoD751oWzUzoqqdJiqaoL6HdJfRHDUO1TKvYJ424d3Udn7-Pw9Nj6nEsauh9zcgEvLjUEc$guyraz.substack.com [http://guyraz.substack.com/] Website → https://urldefense.com/v3/__http:/guyraz.substack.com__;!!Iwwt!RZoD751oWzUzoqqdJiqaoL6HdJfRHDUO1TKvYJ424d3Udn7-Pw9Nj6nEsauh9zcgEvLjUEc$guyraz.com [http://guyraz.com/] See Privacy Policy at https://art19.com/privacy [https://art19.com/privacy] and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info [https://art19.com/privacy#do-not-sell-my-info].