Why we made the Granola Girl tube

One day, my partner came to me and said, "There has to be a better way to eat this. The granola gets all over the floor."

Confused, I asked what he meant.

He was pouring granola straight into his hand and eating it out of the bag. Inevitably ending in granola all over the floor.

So we started problem-solving — a real dopamine hit for a Virgo consultant like him.

We made prototypes. We tested. We researched manufacturers and ordered samples.

Eventually, we landed on something we were both proud of. The kind of proud that makes you want to shout from a mountaintop.

It Started in a Bag

When we launched Granola Girl, we used cute kraft bags.

Standard. Functional. What granola typically comes in.

I assumed that was the best way to deliver granola to you. Pour from the bag into your bowl of yogurt. Done.

But over the years, so many of you told me Granola Girl had become more than that. A snack. Customers would come back the same day at a market for another bag — half-sheepish about finishing the first one while wandering between booths.

It was Granola Guy who started asking around. Are you ending up with crumbs all over the floor too? Much to my surprise, you said yes.

Testing the Idea

Granola Guy went into laser-focus mode (it happens often) trying to figure out how to get granola from the package into his mouth without using his hand.

Skeptical that other people wanted to drink their granola, we pitched the idea to family first.

His dad had just come off the golf course when we called. "I just took a bag with me in the golf cart and spilled it everywhere," he said. Then a beat. "I could put the tube in my cupholder."

Another use case, born.

We ordered samples to test.

One was too big around. Another, too skinny.

About to head out on a hike, Granola Guy grabbed the skinny one to see if it would fit in his backpack side pocket. It did.

Another use case. Maybe the most important one yet for Granola Girl.

(Our brilliant marketing idea was that the Granola Bag hiked into a Lava Tube and came out a Granola Tube) 

Finding the Right Tube

By this point, we had 15+ versions of the tube floating around. None of them delivered everything we wanted.

We'd hoped to keep our supplier in the United States. But nothing was working.

So we tried importing. Over $100 just to get four sample tubes shipped to us.

I made the designs in Canva. They looked typical — like something you'd see on any grocery store shelf.

When everything was approved, Granola Guy called me. "Should I wire this money to this company? This isn't a hoax, right?"

We watched the tracking obsessively. Northern Utah markets had ended for the season, so we were heading down to St. George to try the markets there.

Sure enough, the tubes arrived just after we left town. We had a family member FaceTime us so we could see them — we couldn't wait.

They were exactly what we'd been looking for.

(this is the first photo of the original tubes we received)

Durability

When you put the tube in your hand, you can feel the quality. The sturdiness. The smoothness. The durability.

We gave one to a toddler. We took them on hikes. They came with us on road trips.

Refilled, again and again.

That was the next aha.

The tubes don't have to be single-use.

So we paused. Sat down. Reimagined the design from scratch.

If the tubes could be reused, we needed to make them something you'd want to reuse.

Not "5g of protein." Not "low sugar." Not screaming at you from the front of the packaging.

We wanted a design that invites you in. Pretty enough to earn a spot on your countertop. Not stashed in a cupboard.

The Design

A mountain was already in our logo. The aesthetic was already grounded in nature.

So we started brainstorming. What if every tube was a Utah mountain peak? Too niche. What if every tube was a different wildflower print? (We still love this idea — if any designers out there are equally excited.)

How about the National Parks?

We loved the thought of the tube being a small, daily reminder. To get outside. To go for the hike. To choose the trail.

I reached out to our logo designer to pitch the idea. Brad was in.

(When in Florida for the holidays, Granola Girl was clearly on my mind. I've always loved Brad's ability to make something appear so simple yet meaningful)

Pick the Park

In our first meeting with Brad, we hadn't quite fleshed out which parks would pair with which flavors. Let's just say opinions differed.

Cinnamon Lovers → Arches. Spiced Brown Butter Pecan → Yellowstone.

Those were easy. The real debate: do we stay local and focus on Utah-area parks, or expand the map?

If we were going to focus on whole ingredients, maybe we should learn more about where the ingredients actually came from. And then pair each flavor with a park nearby.

It turned out we were both from places that grew the very ingredients we were using.

I grew up in Washington — where most of the country's raspberries are grown — and Mount Rainier and its glacial peak felt like home.

White Chocolate Raspberry → Rainier.

Granola Guy grew up in Florida, in a town that borders the Everglades. The same region where most U.S. coconuts are harvested.

Coconut Cashew → Everglades.

Flavor and park pairings, locked in.

The Vision Becomes Reality

Brad is a professional. He brought us through a four-week design journey. A new tube each week. Continuous feedback.

By the end, we had a collection of tubes that looked like they belonged together.

We were in Florida visiting Tyler's family, just after Christmas. Our excitement was hard to contain. They loved the first version so much they wanted to keep them — they've since DIYed their own tubes because, yes, it's just a better way to eat granola.

We sent the designs off to our manufacturer and asked for samples. A week later, the first prototype of the tubes you see today arrived.

For some reason, the last 10% always takes the longest.

The Tubes Arrive

We made the final tweaks. A QR code added. Better spacing. Updated nutrition labels.

The order went in. The biggest business expense I've ever submitted.

And then the wait. 45+ days. For production. For shipping.

So we kept designing more tubes. Because I have more flavors I want to share with you. Because I am incredibly proud of what we've built.

We kept betting on Granola Girl.

The tubes have now arrived. 37 boxes. A new problem — storage.

The day they came was equal parts relief and oh crap.

We're doing this. Granola Girl is not my summer fling anymore.

It's something real.

I don't know what lies ahead. But I know I'm proud of where we are today. And that this summer, I get to share the Granola Girl tubes with you.

I hope you love them as much as we do.

If you made it this far... I'd like to ask a favor.

When your tubes arrive, take them with you. Hike with them. Drive with them. Get outside with your people.

And if you feel moved, send me a picture.

I'd love to see them in action.