Function Meets Flavor: Ted Morissette Of Klar On 5 Things You Need to Create a Successful Functional Foods Brand
A Product That Works: This is the foundation of everything. You can have the best marketing and reach millions, but if your product doesn’t deliver on its promises, customers won’t come back. Klar was designed to solve real problems — energy, focus, and hydration — and our repeat customers validate that we’re on the right track. Without a product that genuinely works, nothing else matters.
As the appetite for foods and drinks 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 Ted Morissette.
Ted Morissette is the founder of Klar Labs, a cutting-edge company reimagining energy and hydration with nootropic-powered drink mixes. He also founded and runs Signed Media, a creative media company, blending his background in cinematography with an MBA focused on strategic marketing and brand development to craft compelling narratives and innovative strategies. Inspired by his personal journey overcoming health challenges, Ted is passionate about delivering smarter, cleaner solutions for productivity, wellness, and balance.
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’?
My journey started in film and TV production, climbing the Hollywood ladder, but I quickly realized I felt creatively unfulfilled. When the pandemic hit, I pivoted by picking up a camera and diving into product content creation, which ignited my passion for branding and consumer goods. Around the same time, I was battling gut health issues and an over-reliance on caffeine, searching for a clean energy solution that didn’t involve coffee. This led me to discover nootropics and sparked my curiosity about what fuels our brains. That exploration became the foundation for Klar — a product designed to provide energy, focus, and hydration without the jitters or crashes of traditional energy drinks or stimulants.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
Like many others, my career took an unexpected turn in March 2020. I was working as a production assistant on various sets, and on that day, a commercial for Gillette. At the start of the shoot’s final day, everyone was buzzing about their packed schedules and upcoming jobs. By the end of the day, the industry had come to a screeching halt — everything was either canceled or indefinitely postponed.
As I processed the uncertainty, I decided to revive my college side gig: filming real estate video tours. With in-person events on hold, virtual tours became essential, and my services were in high demand. While many of my peers faced joblessness, I discovered a renewed sense of purpose, reigniting my passion for hands-on creative work instead of waiting for my big break.
That experience taught me the value of adaptability and the power of turning challenges into opportunities.
It also gave me the entrepreneurial spark to pursue my MBA at Pepperdine Graziadio and focus on building businesses and brands from a creative, visual perspective. The biggest takeaway? Uncertainty can be a catalyst for reinvention if you’re willing to pivot and embrace new opportunities.
You are a leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Creativity: My background in film shaped my approach to storytelling and design. For over three years, I worked professionally shooting content and crafting narratives, which taught me how to connect with audiences on an emotional level. This creative foundation was instrumental when launching
Klar. Despite being a young startup, our launch commercial was so polished that people thought we were competing with industry giants. It’s proof of how creativity can level the playing field, even against larger, more established brands.
Adaptability: When I graduated from film school, I was passionate about filmmaking but open to wherever creativity might lead me. I never envisioned running a consumer packaged goods company, yet one opportunity led to another, and here I am. That openness to change has been essential to Klar’s success. For instance, we’ve faced situations where new data forced us to completely rethink a strategy after days of hard work. Embracing change instead of resisting it has allowed us to pivot, innovate, and stay true to our vision.
Resilience: My personal struggles with gut health taught me to approach challenges with a “leave no stone unturned” mentality, a mindset I’ve carried into Klar. Like any startup, we’ve faced setbacks — failed campaigns, wasted resources, and moments of doubt. But we’ve never stopped taking risks. Every win, no matter how small, reinforces our determination and reminds us why we started: to create something meaningful that solves real problems.
Are you working on any exciting new projects now? How do you think that might help people?
Within Klar, I’m excited about our updated product. We’ve introduced cleaner, more modern packaging and added Panax Ginseng, which boosts the product’s effectiveness while aligning with our commitment to clean, functional nutrition. We’re also developing a canned version of Klar, which will make it even more accessible and convenient for people seeking energy and focus on the go.
Outside of Klar, I’m focused on scaling my content agency, Signed Media. Through the agency, we help brands tell their stories visually, creating impactful content that connects them with their audiences and amplifies their message.
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?
To me, functional food is more than just basic nutrition — it’s about delivering targeted benefits that actively support physical and mental well-being. It’s creating products that align with your body’s natural processes, helping you feel your best and perform at your highest potential without relying on artificial quick fixes or harmful additives.
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 personal struggles — I dealt with difficulty focusing, a reliance on coffee that upset my stomach, and an elevated heart rate that felt concerning for my age. Klar was born out of a need to find a better solution for myself. Seeing how it improved my life and hearing similar stories from early customers inspire me to keep refining and improving Klar to help even more people feel and perform their best.
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?
Consumers are more informed than ever, and their growing demand for functional foods reflects a deeper awareness of how nutrition impacts both physical and mental well-being. Over the years, there’s been a shift toward prioritizing products that not only taste great but also offer tangible health benefits. This change can be attributed to increased access to information, a rise in health-conscious lifestyles, and a desire for solutions that address specific needs like energy, focus, and gut health.
Can you discuss the process of balancing taste with nutritional value in product development, ensuring that flavor does not take a backseat to function?
From the start, we prioritized creating a flavor profile that stood out, especially since we committed to a sugar-free formula. While monk fruit is a great natural sweetener, it’s difficult to work with in powders due to clumping issues. That left us with Stevia, but it brought its own challenge: the infamous aftertaste. Masking that aftertaste, along with the natural flavors of some functional ingredients, became one of our top priorities.
The solution was trial and error. We tested countless samples during the manufacturing process, constantly tweaking until we found the perfect balance. A combination of citric and malic acids, paired with carefully selected flavorings, gave each flavor its unique appeal while delivering a product that’s clean, functional, and genuinely enjoyable to drink.
What innovative ingredients are you most excited about in the functional foods market, and how are they transforming consumer health and wellness?
I’m particularly excited about nootropics like Alpha-GPC and adaptogens like Panax Ginseng, which are revolutionizing the way we support focus and cognitive function. Another standout is L-theanine, which works synergistically with caffeine to reduce jitters and anxiety while providing a smooth, sustained energy boost. These ingredients are transforming consumer health by offering smarter, more targeted solutions for energy, focus, and overall mental clarity.
Based on your research or experience, can you please share your “5 Things You Need To Create A Successful Functional Foods Brand”?
A Product That Works:
This is the foundation of everything. You can have the best marketing and reach millions, but if your product doesn’t deliver on its promises, customers won’t come back. Klar was designed to solve real problems — energy, focus, and hydration — and our repeat customers validate that we’re on the right track. Without a product that genuinely works, nothing else matters.
Consumer-Centric Development:
Creating Klar wasn’t just about what we liked — it was about what consumers wanted. We used surveys, focus groups, and taste tests to refine everything from the formula to the branding. It’s easy to assume that if you’re passionate about your product, everyone else will be too. But success depends on how well your product resonates with your target audience. Listening to your consumers is critical.
Strong Branding:
Branding gave us a significant edge as a startup. In a crowded market, especially with a tight budget, your brand needs to stand out. For us, this meant crafting a bold and memorable identity that created an emotional connection with our audience. Branding isn’t just about looking cool; it’s about staying consistent and building trust over time. Without it, your product risks being forgotten.
A Clear Mission:
A strong mission provides purpose and direction. Klar isn’t just a
supplement; it’s a solution to real problems I’ve experienced, like coffee dependency and trouble focusing. Our mission is to provide a healthier, functional alternative to stimulants and sugary drinks. Knowing why your
product exists and who it serves keeps you motivated and resonates with customers who share your values.
Adaptability:
The functional foods market evolves quickly, so staying flexible is essential. We’ve already refined Klar’s formula once and plan to continue improving it with insights from experts and customer feedback. Adaptability allows us to stay competitive and deliver the best product possible. Innovation is key, and we’re constantly exploring ways to tailor our offerings to meet specific consumer needs.
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?
Regulatory compliance can be complex, so we work closely with experts to ensure everything we say on our packaging is accurate and transparent. My advice to new brands is to prioritize clear and honest labeling and consult with regulatory professionals early in the process. It’s better to invest in compliance upfront than to deal with setbacks later.
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?
Consumer feedback is at the core of everything we do. We’ve refined Klar’s formula and flavors based on real-time input from focus groups, ensuring our product meets the needs and expectations of our audience. Staying ahead in this fast-paced market means actively listening to consumers, embracing innovation, and remaining open to continuous improvement.
Complacency isn’t an option when you’re committed to delivering the best product.
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 start a movement encouraging people to rethink their relationship with caffeine. While our product does include caffeine as a key ingredient, I hope to inspire more awareness about how much caffeine people consume and why. Are you genuinely benefiting from it, or are you stuck in a cycle of dependency that’s not serving your body or mind? Klar was built on the idea that caffeine can be part of the equation, but it’s not the whole solution. There are so many other cognitive-enhancing ingredients that, when paired with caffeine, can deliver tangible benefits without leaving you reaching for your fifth cup of coffee.
Balance is equally important. I’d promote a lifestyle that prioritizes creativity, action, and self-care, supported by functional supplements like Klar. It’s about empowering people to live on their own terms, feeling energized and focused without sacrificing their health or well-being.
What is the best way for our readers to continue to follow your work online?
Check us out on Instagram @tryklar
And our website: www.klarlabs.co
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
Function Meets Flavor: Ted Morissette Of Klar 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.