Tom’s Perfect 10

Launched on Instagram during the pandemic,we began as a 20,000 name waitlist. Online only at first, we dropped a new flavor each month—harnessing Instagram and TikTok—and selling millions of bags of granola before transitioning to retail where we landed at Whole Foods, Foxtrot and many other venues.

Tom’s Perfect 10 is a great example of creator-led brand using social media to develop and launch products; then transitioning to and finding success in traditional retail.

According to New York Magazine, Tom’s Perfect 10 is “the granola of our times.”