Meet Alana Picov, co-founder of the gut-friendly gummy brand that's proving candy and care can go hand in hand. What happens when three best friends with sensitive stomachs and a serious sweet tooth can't find candy that works for them? They make their own. This month, we're spotlighting the founders behind Good Greed, a low-sugar, gut-friendly gummy made with real fruit and prebiotic fiber. From early press wins to a #1 debut at Pop Up Grocer, their story is a sweet reminder that sticking to your beliefs pays off. Alana also shares her simple, no-hack approach to enjoying candy while keeping your smile healthy.
How did the idea for your company start?
I [Alana] started Good Greed with two best friends from business school, Sabrina and Carolyn. We're all pretty health-conscious, but we also LOVE candy. When we tried a bunch of the "better for you" candy out there, we realized so much of it was full of artificial stuff, and since we all have sensitive stomachs, it left us feeling awful. So we decided to make what we actually wanted: something that tastes like real candy without leaving you bloated or gross after.
After two years of R&D [research & development], Good Greed was born. We also teamed up with Abbey Sharp, an incredible dietitian, so we could take a science-backed approach to building the brand instead of just making marketing claims. The result is an insanely delicious gummy that's low-sugar and gut-friendly, made with real fruit, prebiotic fiber, and nothing artificial.
What is your proudest moment?
It’s so hard to pick just one, but seeing Good Greed in The New York Times and on NBC had us screaming in our group chat. As a baby brand, getting that kind of exposure with $0 in ad spend was huge for us. Another one was checking the leaderboard at Pop Up Grocer and seeing we were the #1 selling candy on our very first day on their shelves!
What lesson do you want to share with other entrepreneurs?
Trust your gut (pun intended). There were plenty of times people told us to add more sugar or cut corners on ingredients to make things easier. Sticking to what we actually believed in is the reason people love the product. That time spent on R&D was necessary for our success.
What would you share with someone in the trenches of starting a company?
Building a company is a marathon, not a sprint, so celebrate the small wins along the way: your first order, your first reorder, a stranger posting about your product. Ask for help way more often than you think you should, because people are so much more generous than you'd expect.
What is your power snack?
Am I biased if I say Good Greed gummies? We launched 8 months ago, and I'm still obsessed with our cherry flavor. It's the perfect afternoon pick-me-up or late-night snack. I'm also so excited for our new flavors to drop, so I might have a new obsession soon.
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How is your flossing game? How often do you floss?
Honestly, pretty good lately! I'm trying to floss every night. There are definitely nights I forget, but there's no better feeling than flossing and feeling fresh before bed. I could up my game, though. I think that’s why products like Slate are so valuable. Flossing is hard, and the majority of us need some extra help!
Candy + flossing: What's your philosophy on enjoying the sweet stuff while still taking care of your smile?
Sweet treats and a healthy smile can totally go together. It's the little habits that add up: choosing better candy, drinking water, and flossing before bed. There’s plenty of room to enjoy yummy, fun snacks while still taking care of yourself. I think it comes down to balance and good habits.
Has being in the candy business changed the way you think about oral care?
Totally! We formulated Good Greed to be gut-friendly because we know how much your gut affects your mood (up to 95% of your serotonin is made there!). Once you go down that rabbit hole, you realize it all starts in your mouth, since that's where digestion begins. So taking care of your teeth is really taking care of your whole body. Plus, when you're tasting candy all day for R&D, you become very aware of your teeth and need to care for them properly.
What's one thing you think people overlook when it comes to enjoying sweets and taking care of their teeth?
Honestly, the basics. People overthink it and go looking for the perfect hack when what actually matters is doing the simple stuff every day. Have some water after something sweet, especially if it's sticky or sour. Brush twice a day, floss every night, and keep up with your dentist.
Flossing is the step most people skip, which is why Slate is so exciting. It makes flossing easy enough that it becomes part of your routine instead of something you skip. When your routine is easy, you’re able to stick to it, and that's what lets you enjoy candy and still have great teeth. Slate and Good Greed actually pair really well together! They both help you care for your gut health and overall wellness. Good Greed is a better version of a classic candy, and Slate is a better version of classic flossing. They’re both small swaps that can make a big difference in how you feel.
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Final Thoughts
Thank you to Alana Picov for sharing what it really takes to build a brand from scratch. Her story is a reminder that the best businesses often start with a simple, personal problem, and that holding firm to your vision, even when shortcuts are tempting, is what sets a company apart. Celebrate the small wins, ask for help early and often, and trust your gut along the way. Whether you're still sketching out an idea or already in the trenches, these female founders prove that with the right team, you can get your business idea off the ground and into your customers’ very grateful hands.
