Function Meets Flavor: Niket Soni Founder of Todo On 5 Things You Need to Create a Successful Functional Foods Brand
An Interview with Wanda Malhotra
Start with a Real Problem You Want to Solve For me, it all started with a frustration I had with the functional foods on the market. I saw so many options that either tasted bland or were packed with artificial ingredients. I wanted something that truly nourished without any trade-offs. Todo was born out of this simple need for something nutritious and delicious. It’s amazing how a clear problem can guide the entire journey and make every step more meaningful.
As the appetite for foods that offer health benefits beyond basic nutrition continues to grow, the market for functional foods has exploded. Consumers are no longer just asking for delicious flavors; they demand that their foods also support their lifestyle, health, and well-being. This intersection of function and flavor is not just a trend; it’s a movement towards a future where every bite counts towards better health. As a part of this series, I had the distinct pleasure of interviewing Niket Soni.
Niket Soni Niket is an entrepreneur who combines his passion for food with a background in health sciences. With degrees in Biomedical Science and Nutrition, he’s worked across private and public sectors in the food industry.
His own challenges as a busy professional led him to create Todo — a solution for quick, nutritious meals that don’t sacrifice taste or affordability. Niket sees breakfast as an underexplored area in food innovation and aims to make meaningful changes in this space. Drawing from his education and industry experience, Niket is working to bridge the gap between health, convenience, and enjoyment in everyday eating.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
I’m a first-generation immigrant who has lived across the United States, Canada, and India, which has given me a global perspective from a young age. Growing up without much, healthy food was often out of reach. My parents did their best, but affordable, accessible options were usually unhealthy fast food. Seeing the impact this had on the health of people around me sparked a lifelong interest in food and wellness. This led me to pursue a career in Biomedical Science and Nutrition, and professionally working in both public and private sectors. Food has always been at the center of my life and I can’t see myself working in any other industry. There’s so much to do that can have life long lasting impacts for consumers.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
One of the most pivotal experiences in my career was working as an early employee at HelloFresh, where I focused on Product and Operations. The company’s mission to solve dinner resonated with people who wanted convenient, healthy meal options. I saw firsthand the strong demand for nutritious, accessible meals, and I noticed how many other companies were trying to solve this need through meal kits, delivery apps, and ready-to-heat products. But I kept asking myself: Why isn’t anyone applying this same level of innovation to breakfast? It’s such a vital meal, yet there was a noticeable lack of options that were truly healthy, affordable, convenient, and delicious. That realization was my biggest takeaway, and it drove me to focus on creating Todo, where breakfast could be as balanced, enjoyable, and accessible as dinner solutions.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
The three traits that have been most instrumental to my success are perseverance, grit, and the ability to take calculated risks. I think all three are essential for any founder because building something meaningful requires resilience, determination, and the courage to venture into the unknown.
Perseverance: This isn’t my first startup — I’ve explored a range of industries, from online grocery to ad tech, and each experience has brought its own set of challenges. My ability to persevere through setbacks and adapt along the way has made me stronger. Running a company means constantly juggling details while keeping a big-picture perspective. You’re pulled in so many directions, and without perseverance, it’s easy to get lost or burned out. Every startup I’ve worked on has taught me more about resilience and the importance of sticking with my vision, even when things don’t go as planned.
Grit: To me, grit is all about facing adversity and getting back up when you’ve been knocked down. It’s one of the key qualities I look for when interviewing people because I believe that true character is shown in how someone handles failure. I’ve faced plenty of setbacks myself, and each one has strengthened my resolve. I was raised by immigrant parents who moved countries, adapted to new languages, and navigated different cultures to create better opportunities for me. They taught me that grit is about refusing to be defined by failures but instead by the lessons we learn from them. Their resilience inspires me every day, reminding me that challenges are part of the journey.
Calculated Risks: No one becomes truly successful by playing it safe. The most successful people often start with an “irrational” vision — they see the world differently and believe they can reshape it. As a founder, you have to be willing to take risks, guided by a mix of data, intuition, and conviction. You’re constantly piecing together bits of knowledge to build something you believe the world needs. Sometimes, that means moving forward without hard data, trusting your instincts, and using feedback to refine your approach. The ability to take calculated risks is crucial because it’s what allows you to step outside the comfort zone and create something truly impactful.
Are you working on any exciting new projects now? How do you think that might help people?
As I mentioned, I created Todo to tackle the challenge of breakfast. There’s a real gap in the market for options that are healthy, tasty, and affordable. Putting it all into a ready-to-drink bottle makes Todo stand out, giving people a convenient way to kickstart their day with balanced nutrition. With our high protein and fiber content, it’s an ideal way to start the morning on the right foot. We’ve been in the market for about six months now, gathering feedback in the U.S. with our first flavor. Right now, we’re working on three new flavors set to launch in Q1 2025, expanding our lineup based on what we’ve learned.
Ok, thank you for all that. Now let’s shift to the main focus of our interview. To begin, let’s start with a definition so that all of us are on the same page. What does Functional Food mean to you?
For me, functional food is about merging health with convenience in a way that’s deeply personal. What problem does food solve for me in my life? It’s food that does more than satisfy hunger; it’s designed to serve specific health needs, like giving you sustained energy, boosting your immunity, or improving digestion. It can also be as simple as giving me more time in the morning to spend with my kids because I don’t have to worry about making breakfast and doing the dishes.
I believe food should support us in reaching our best selves, making life a little easier. Functional food represents that philosophy, bringing together purpose-driven ingredients that make it simple to stay healthy on the go.
What inspired you to get involved in the functional foods industry? How does that relate to your personal life and values?
My journey started with a simple realization: food has an immense power to change how we feel and function every day. With a background in biomedical science and nutrition, I’ve always been passionate about how nutrition impacts our lives. But for me, it wasn’t just about the science; it was about real-life impact. I wanted to make a product that could help people feel better, perform better, and live healthier lives without overthinking it. The idea of todo — creating a balanced, nutrient-dense drink that tastes good and supports wellness — aligns perfectly with my personal values of simplicity, balance, and proactive health.
And let’s face it, we all need more protein and fiber in our lives.
Can you share your insights on the growing demand for functional foods in today’s market? How has this demand evolved over the years, and what do you attribute this change to?
People are realizing that food goes beyond “eating right” — it’s a powerful tool to enhance their quality of life. Functional foods used to be a niche option, something people sought out only for specific health goals. But now, there’s a major shift happening. Consumers are looking for products that support their wellness every day, understanding how food affects everything from mood and energy to long-term health.
This growing demand stems from a heightened awareness of what we put into our bodies. People are asking questions like, “Is this ingredient clean? How will this drink make me feel, and how can it benefit my family?” It’s a new era of mindful eating, where food is seen as a way to take care of ourselves on a deeper level.
Can you discuss the process of balancing taste with nutritional value in product development, ensuring that flavor does not take a backseat to function?
This is a constant balancing act, but it’s one of the most important parts of product development for me. I think taste and nutrition have to work hand-in-hand; if a product doesn’t taste good, people won’t stick with it long enough to see any benefits. With Todo, we’ve put a lot of effort into getting that milkshake-like flavor that feels indulgent, even though it’s packed with the nutrition people need. For instance, we use natural sweeteners like monk fruit and stevia that allow us to keep sugar low without sacrificing taste. Every ingredient has to earn its place — not just in terms of function but flavor, too.
What innovative ingredients are you most excited about in the functional foods market, and how are they transforming consumer health and wellness?
Rather than focusing on specific ingredients, I’m most excited about incorporating more fiber-boosting elements into functional foods. Research consistently shows that most people aren’t getting nearly enough fiber, and it’s one of the top recommendations for supporting gut health. I believe fiber is set to take the spotlight in the coming years, as people start recognizing its essential role in wellness.
Based on your research or experience, can you please share your “5 Things You Need To Create A Succesful Functional Foods Brand”?
1. Start with a Real Problem You Want to Solve For me, it all started with a frustration I had with the functional foods on the market. I saw so many options that either tasted bland or were packed with artificial ingredients. I wanted something that truly nourished without any trade-offs. Todo was born out of this simple need for something nutritious and delicious. It’s amazing how a clear problem can guide the entire journey and make every step more meaningful.
2. Build Transparency into Everything You Do From the very beginning, I wanted to be upfront about what goes into Todo. People deserve to know exactly what they’re putting into their bodies. This commitment has driven our ingredient choices and the way we communicate. For example, when we include prebiotics like inulin, we don’t just say, “It’s good for you” — we explain how it supports gut health, so people feel informed and empowered. This kind of transparency has been at the heart of building trust with our community.
3. Make Taste a Top Priority If something doesn’t taste good, people aren’t going to keep choosing it — no matter how healthy it is. We spent months perfecting Todo’s flavor, making sure it had that rich, milkshake-like quality that people actually crave. Balancing taste and nutrition isn’t easy, but it’s what makes Todo stand out. I wanted every sip to feel like a treat, not a compromise, because that’s what makes people stick with it in the long run.
4. Listen and Adapt The functional foods world changes quickly, and so do consumer expectations. Listening to feedback has helped us stay relevant and create products that genuinely meet people’s needs. For instance, when we saw an increasing interest in gut health, we made sure to highlight ingredients that support it, like fiber and prebiotics. Being adaptable is essential, and keeping an ear to the ground has helped Todo evolve in ways that feel right for our community.
5. Stand for Something Meaningful People connect with brands that have a purpose, and for me, Todo is about more than just nutrition. It’s about creating a healthier world where wellness is accessible, enjoyable, and uncomplicated. This sense of purpose guides everything we do, from our ingredient sourcing to the way we talk to customers. Todo represents a lifestyle that values balance and authenticity, and I think people resonate with that because it aligns with what they want from functional foods: real, meaningful health.
How do you navigate the regulatory challenges associated with health claims on food packaging, and what advice would you give to new entrants in this space?
The health claims landscape is definitely a challenge. For Todo, it’s all about being precise and honest. Instead of making big promises, we focus on simple, evidence-backed benefits like “supports gut health” or “provides sustained energy.” For instance, rather than saying Todo will “transform your gut health,” we mention that it contains prebiotics known to benefit digestion. My advice to new brands would be to know the guidelines, work with regulatory experts, and stay committed to clear, authentic communication.
In what ways have consumer preferences shaped the evolution of your product offerings, and how do you stay ahead of the curve in such a dynamic market?
Our customers have been the best source of inspiration and insight. They’ve shown us what matters most — high protein, low carbs, no added sugars — and that feedback has been invaluable. The biggest thing we’ve learned is that people don’t just want nutrition; they want it to fit seamlessly into their lives. So we’re constantly staying engaged with our community, looking at what people are asking for, and making sure Todo stays both relevant and beneficial. To stay ahead, we look at trends, listen to feedback, and always think about how we can do better.
You are a person of enormous influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I’d kickstart a fiber revolution. As consumers, we’re often so focused on carbs and protein — thanks to the way society and media have shaped our views — that fiber gets overlooked. But fiber is truly the unsung hero of nutrition. Sure, carbs and protein are essential, but if we doubled our daily fiber intake, the positive effects would be remarkable: improved gut health, better weight management, a boost in mood, and so much more. Fiber is the game-changer.
What is the best way for our readers to continue to follow your work online?
You can follow todo’s blog at https://drink-todo.com
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
Function Meets Flavor: Niket Soni Founder of Todo On 5 Things You Need to Create a Successful… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.