Lenny & Larry’s Protein Snacks: Barry Turner

How I Built This with Guy Raz

Guy Raz | Wondery

Business

4.8 • 31.1K Ratings

🗓️ 24 February 2025

⏱️ 74 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

When Barry Turner co-founded Lenny & Larry’s, the idea of selling a protein-packed breakfast muffin was practically unheard of: it was the early 1990’s, and protein-fortified food was not yet a thing. But when Barry was sidelined from a promising gig as an American Gladiator, he and his bodybuilding buddy Benny Graham decided to infuse baked goods with protein powder and sell them around L.A. Soon they were selling brownies, cookies, and cinnamon rolls, but mostly anonymously, as a white label business. Barry eventually sold the company, but returned years later to build the brand he’d always wanted, and to focus on one product, The Complete Cookie. Today a majority of Lenny and Larry’s belongs to Lion Capital, and the high-protein cookies—and other treats—can be found in over 30 countries worldwide.

This episode was produced by J.C. Howard, with music by Ramtin Arablouei

Edited by Neva Grant, with research help from Katherine Sypher.

You can follow HIBT on Twitter & Instagram, and email us at [email protected]. Sign up for Guy’s free newsletter at guyraz.com

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Transcript

Click on a timestamp to play from that location

0:00.0	Wonderie Plus subscribers can listen to how I built this early and ad-free right now.
0:05.7	Join Wonderly Plus in the Wondery app or on Apple Podcasts.
0:10.6	Trust isn't just earned, it's demanded.
0:13.7	Whether you're a startup founder navigating your first audit
0:16.8	or a seasoned security professional scaling your GRC program, proving your commitment to security
0:23.3	has never been more critical or more complex. That's where Vanta comes in. Businesses use Vanta
0:30.6	to establish trust by automating compliance needs across over 35 frameworks like SOC2 and ISO-2701, centralized security workflows, complete
0:41.6	questionnaires up to five times faster, and proactively manage vendor risk. Vanta not only saves
0:49.4	you time, it can also save you money. A new IDC white paper found that Vanta customers achieve $535,000 per year in benefits,
1:00.3	and the platform pays for itself in just three months. Join over 9,000 global companies like Atlassian,
1:08.4	Quora, and Factory who use Vanta to manage risk and prove security
1:13.2	in real time. For a limited time, our audience gets $1,000 off Vanta at vanta.com slash built.
1:21.1	That's V-A-N-T-A dot com slash built for $1,000 off. This podcast is brought to you by Squarespace. Squarespace is the
1:32.8	all-in-one website platform for entrepreneurs to stand out and succeed online. Whether you're
1:38.9	just starting out or managing a growing brand, Squarespace makes it easy to create a beautiful website, engage with
1:45.8	customers, and sell anything from products to content to time, all in one place on your
1:51.8	terms. Squarespace comes loaded with useful and convenient features like its latest
1:57.0	AI-enhanced website builder, Blueprint AI. Blueprint AI transforms information about your brand
2:03.4	into an elevated online experience matched to your profile and aesthetic. Want to integrate payments?
2:10.5	Squarespace payments is the easiest way to manage your payments in one space, and onboarding is
2:16.2	fast and simple.
2:22.7	Plus, give your customers more ways to pay with popular payment methods like Klarna, Apple Pay, and more.
	...

Transcript will be available on the free plan in -31 days. Upgrade to see the full transcript now.

Previous episode | Next episode

Disclaimer: The podcast and artwork embedded on this page are from Guy Raz | Wondery, and are the property of its owner and not affiliated with or endorsed by Tapesearch.

Generated transcripts are the property of Guy Raz | Wondery and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.