For many entrepreneurs, the best business ideas start with personal experience. Turning that idea into a product that stands out in a crowded market and earns placement on major retail shelves, however, is a far greater challenge. Sophia Cheng, Founder and CEO of Oddball, is tackling a long-standing gap in the snack industry by creating products that balance clean ingredients with great taste.
On the latest episode of Business Trends Today, Cheng shares how personal insight, speed to market, and disciplined execution helped take her concept from kitchen prototypes to national retail shelves.
According to Cheng, the idea for Oddball originated directly from her own eating habits. After years of consuming highly processed snacks during a demanding career, she began to experience health issues that forced her to reconsider her diet.
When she searched for alternatives, she found a market split between traditional junk food and health-focused options that often sacrificed taste.
Drawing from her upbringing in Asia, Cheng approached the problem with a different perspective. She emphasized a food philosophy centered on the idea that what people consume should support both enjoyment and health. That insight led her to develop a product made with minimally processed ingredients such as fruits, beans, and seaweed, designed to deliver both flavor and nutritional value.
Brand identity
Cheng positioned Oddball as a category innovator rather than another alternative snack brand. Its core product, a fruit-based, jelly-like snack, introduces a new format that differs from traditional store shelf offerings. She said the goal was to create something that feels familiar and fun while improving the quality of the ingredients.
Balancing taste and nutrition proved to be one of the biggest challenges. Cheng noted that snack brands must appeal to both parents and children, which requires meeting expectations for clean ingredients while delivering a product that children enjoy. To achieve that balance, the company invested heavily in research and development and established clear guidelines around ingredient quality.
Additionally, Cheng said the brand’s identity emphasizes fun, joy, and individuality, intending to reconnect consumers with the emotional side of food. The company focuses on children ages five to 10 while building trust with parents through transparency and product quality.
“Food is part of your soul… it feeds your soul, it feeds your body, it feeds your mind.”
Cheng began developing the product with small-batch, handmade prototypes, using early feedback to refine the concept. She brought samples to pitch competitions and industry events to validate demand and build relationships with potential partners. Those early-stage tests helped validate consumer interest and open doors early with investors and retailers.
Oddball moved quickly into mass retail, including placement in Target, a decision that accelerated growth but created operational challenges. Cheng said the company initially lacked the manufacturing capacity and supply chain infrastructure to meet demand, forcing the team to adapt quickly. She emphasized that scaling in retail requires strong execution across logistics, inventory management, and financial operations.
Future outlook
To support growth, Cheng raised capital and used the fundraising process to validate the business model. She said success in consumer packaged goods requires strong conviction, as the category is highly competitive and resource-intensive. Entrepreneurs must often build products, secure funding, and enter the market simultaneously.
The company launched directly into retail with limited marketing, focusing first on product quality and operational readiness. Cheng said Oddball plans to expand its marketing efforts through public relations, influencers, and creator partnerships as it works to reach a broader audience.
Five years from now, Cheng views Oddball as a platform brand with opportunities to expand beyond its initial product line. She said the company will continue to focus on innovation and speed to market, leveraging its ability to develop new products quickly.
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