Today on Gluten-Free Unwrapped, Jenny Finke interviews Kristine Tran, the co-founder of NUFS, a fast-growing seed-oil-free cracker brand found at Sprouts and Whole Foods.

While the crackers are amazing, what makes this brand truly special is the story behind it.

Kristine shares how her father’s health challenges, including a diabetes diagnosis, became the catalyst for creating a product she and her co-founder/sister, Jess, felt proud to feed their own family.

In this conversation, we talk about the early pivots that shaped NUFS, including their shift from superfood bites to crackers, the realities of building and scaling a food brand, and what it’s like to run a business with your sister.

We also dig into what it takes to stand out in a crowded CPG space, why certifications like gluten-free and kosher matter, and ...