Massiel Villanueva is the Founder and CEO of YÜJ Granola, a health-focused snack company based in Orlando, Florida. The brand offers vegan, gluten-free, soy-free, and low-glycemic granola products, including bars, bites, and cereals. Combining her culinary background and yoga practice, Massiel built YÜJ Granola to promote unity, mindfulness, and nourishment through food. Beyond providing healthy snacks, YÜJ Granola is committed to social responsibility, donating 10% of its proceeds to children's and environmental charities.

Launching a food brand in today’s crowded and competitive market is no small feat, especially for founders balancing family, financial pressures, and personal wellness. With thousands of options already on shelves, how do you introduce a unique product while staying true to your mission and identity?

Massiel Villanueva, a culinary professional and yoga instructor, shares how personal adversity shaped her vision for a softer, cleaner granola alternative. When her son was diagnosed with an immune deficiency, she couldn’t find nourishing snacks that met his needs, so she created her own. Massiel emphasizes staying lean in the early stages, testing the market before scaling, and expressing authenticity through storytelling, community, and sound healing to differentiate your brand in retail. Her insights reveal that bootstrapping, mindfulness, and a strong support system are essential to startup success.

On this episode of the Firebelly Social Show, Duncan Alney talks with Massiel Villanueva, Founder of YÜJ Granola, about redefining what healthy snacking can look like. Massiel discusses the inspiration behind her product, how yoga influences her business philosophy, and her immigrant journey. She also touches on raising four kids while scaling her brand, the importance of soft-baked granola, and pitching to Walmart with courage and authenticity.