The next big idea isn’t “out there somewhere.” It’s in your kitchen, your gym bag, your daily routine. When it’s part of your life, you’ve already done years of market research.
Davis Freeman grew up on popcorn. It was his focus snack while studying and go-to fuel when he started marathon training. Light, crunchy, the right carb count.
Almost perfect. Except every bag he bought came with seed oils, additives, and no real protein. So Davis made his own.
Start with something you actually use. Davis didn’t go looking for an idea. It was sitting in his pantry. Popcorn was something he ate constantly, so he knew exactly what was missing. Improve something you actually use, instead of inventing something you don’t.
Learn by making (and making mistakes). “I started as a mad scientist in the kitchen at home, making a mess everywhere,” says Davis. “My roommates thought I was utterly insane.” You don’t forecast your way to product–market fit. You find it by making, testing, and adjusting in public.
Taste first, everything else second. Bunky was never about packing in the most protein. It was about popcorn people want to eat. “If it doesn’t taste great, you’ll have a tough time selling it,” says Davis. That meant unique flavors (Sriracha Lime and Aged White Cheddar) and dialing back the protein to keep that satisfying popcorn crunch.
Relationships before reach. Bunky’s first buyers came from Davis showing up at gyms, cafés, and fitness studios around LA. “We’ll potentially do a run club, maybe some beach days,”he says. “I’ve built friendships in this space and hoping that the Bunky brand will become an all encompassing family.”
Build a brand that feels like you. Bunky doesn’t pretend to be a serious, high-performance brand. It’s playful, joyful, fun — because Davis is too. The messaging and brand (Bunky is Davis’ nickname!) all feel like a person made it.
Market insight → “Healthy” isn’t enough anymore. What makes people stop is flavor: restaurant-quality, global, a bit unexpected. Flavors like mango chili, za’atar, and truffle parmesan are taking over snack shelves.
Poppin’ like it’s corn
The flavor testing loop
Flavor testing isn’t about opinions. It’s about collecting data and finding signal.
Pick three variables to test: flavor intensity, texture, nutrition, etc. Change only one per batch so you can isolate what matters.
Run 10 mini taste tests: Give unbranded samples to friends or strangers in your target market.
Track two things: Finish rate (how fast or often someone finishes the product) and verbal feedback (“too salty,” “texture’s off”).
Find your signal: If you get a high finish rate and positive comments, keep going. Anything else, change it.
Stop when people can’t. When people can’t help but polish off your product, you’re ready for market.
The local launch map
If a product can build community in one ZIP code, it can scale it anywhere.
Step 1: Discovery → List 20 local spots where your audience hangs out (fitness studios, coffee shops, markets), rank by foot traffic and vibe alignment.
Step 2: Outreach → Offer to drop samples, offer a no-commitment wholesale test, or co-host small tastings
Step 3: Measure → Track sampling engagement (% of people who try) and sell-through rate (if they retail it)
Step 4: Traction → Revisit the top 5 with best feedback and explore partnerships. Offer exclusives, limited batch flavors, social features, etc.