"I'm on a mountain bike ride right here in Boulder, [Colorado], and I'm eating an energy gel [packet]," Gold told CNBC in a recent interview.
"And I was curious why you couldn't put peanut butter or almond butter in that same type of squeeze pack and have an on-the-go, plant-based protein experience like an energy bar."
Gold had been selling nut butters at a popular farmer's market in Boulder for two years by that point.
But at the time, consumers still gravitated toward a handful of traditional peanut butter brands.
Almond butter wasn't particularly popular yet, much less the flavor combinations Justin's was selling, like maple almond or chocolate hazelnut.
Persons:
Justin Gold, Gold, He'd, Almond, Justin's
Organizations:
CNBC, Foods, Hormel Foods, SEC
Locations:
Boulder, Colorado