BrainFood Industries

Wharton School of the University of Pennsylvania

Industry: Food & Beverage / Wellness

MBA Founding Student Name(s): Megan Burton (MBA WG’24 / Lauder G’24), Juhi Gupta (M.D. UChicago)

Brief Description of Solution: BrainFood is a functional sparkling water infused with brain health nutrients, designed to support mental clarity, focus, and stress resilience. It’s a healthy, non-caffeinated alternative refreshment that addresses the nutritional gaps many students and professionals face. Every can also includes a “brain bite”—a quick mental health tip—to empower people to prioritize their brain health in their everyday routines.

Founded by Megan, a Wharton MBA grad, and Juhi, a board-certified doctor, BrainFood is rooted in the belief that by prioritizing brain health, we can create a positive impact on our well-being, productivity, and overall happiness. Our mission at brainfood is to help give you back your power and make mental and brain wellness more of an everyday conversation – with science-backed ingredients, accessible education… and a bit of fun.

Funding Dollars: We’ve raised about $35,000 in grants from the University of Pennsylvania and currently bootstrapping.

What led you to launch this venture? There were two parallel factors – the first was based on my personal journey. I launched BrainFood because I was living the reality of high-stress environments—juggling a demanding career while struggling with mental clarity, focus, and stress. I found myself reaching for sugary or caffeinated drinks, knowing they were a band-aid for the real solution. My co-founder, who is a psychiatrist-in-training, and I, with our combined background in health, realized the connection between nutrition and mental wellness was often overlooked. Not only that, but while the functional beverage market was growing (market expected to grow to ~$270bn by 2030), there was this blank space when it came to the beverage brain health space. Thus, we decided to create something that would not only fill this gap in the market, but also help others take control of their mental well-being in a way that’s enjoyable and easy to integrate into their daily lives.

The second factor was an observation. Mental health had a glow-up during COVID (when it truly began getting some attention it deserved). However, it still felt like this intangible object people held separate from other parts of their physical health. It was as if our brain was something that floated in space, where only discipline and ‘mindfulness’ practice could reach (to be clear, we do believe in mindfulness – it is based on real science). It was as if our brain wasn’t an organ, like our heart, or reacted to chemical signals and physical habits, like our muscles. Funnily enough, even our health systems are set up separately and insurance only now covers some therapy.

So after seeing countless friends and family members struggle with their mental health – blaming their minds for their progress or symptoms – we thought: What if there is a way we could help people improve their environment, without it feeling like a burden? What if we could give them something that showed them the mind-body connection, that helped educate them on the powerful impact your nutrition and daily habits can have on your brain health, and thus mental wellness? It would show them that when you don’t feel your best, it’s not because your mind isn’t disciplined enough? Instead, maybe your brain needs something else to heal (like sleep, nutrients, movement, a break?)? In addition, how do we make it fun and craveable, so it becomes an additional joy that is easy to add in the day?

So we created brainfood to be a tasty treat, a brain health tool, and an anchor to education on the mind-body connection – and help give individuals their power back.

What has been your biggest accomplishment so far with venture? Our biggest accomplishment so far has been securing our first distribution agreement with the University of Pennsylvania’s campus grocery store. We were able to see firsthand the positive feedback from students who appreciated a healthier, functional option that supports their brain health, focus, and mental clarity—especially during stressful times like midterms.

What has been the most significant challenge you’ve faced in creating your company and how did you solve it? The most significant challenge we’ve faced in creating BrainFood has been communication. This operates both in terms of differentiating ourselves in the highly saturated food and beverage space and explaining the science behind our product without overwhelming our audience. BrainFood can be seen in so many lights: a healthy replacement for coffee or soda, a complementary beverage for those still needing caffeine, and a nutrient-rich drink that supports brain health any time of day. It tastes refreshing with real fruit juice and no added sugar or stevia. However, it also stands apart because it’s backed by a doctor and scientist, addressing common nutrient gaps that affect focus and stress resilience.

Navigating all of these messaging angles has been challenging, but we’ve made strides by taking an iterative approach. First, we launched our social media channels to test different types of communication and messaging styles, slowly building our audience while observing what resonates best. Second, we’ve had countless discussions with potential consumers and participated in numerous sampling events. These interactions—especially the questions we receive and feedback on taste and perceived benefits—have helped us refine how we present BrainFood.

Honestly, this is something we’re still working on, and we’ve brought on interns to help us improve our communication strategy. I don’t think this challenge will ever be completely solved, but that’s the beauty of a startup, right? Nothing has to be perfect for you to move forward; you just have to be open to change, learning, and evolving as you go.

How has your MBA program helped you further this startup venture? Wharton has been pivotal in propelling BrainFood forward by shaping our strategy and refining our business model. The entrepreneurial resources—especially through the Venture Initiation Program—have been invaluable, offering guidance, funding, and connections that have allowed us to scale BrainFood effectively. The emphasis on networking has introduced us to key partners, from advisors to distributors, helping us grow in ways we couldn’t have imagined.

One of the biggest turning points for me came through a mentor I met during the Venture Initiation Program’s Alumni 1v1 sessions. At a low point, after a series of initial pitch competition failures, I was feeling discouraged. However, Brian Murphy, an entrepreneur and CEO in his own right, saw my passion and told me to just go for it if I truly believed in the mission. That conversation was the push I needed to fully commit. I spent an entire summer dedicated to R&D for BrainFood, experimenting on flavors at the Wharton Tangen Food Lab and pouring everything into this project rather than taking a cushy MBA internship. It was during that time that BrainFood went from an idea to a tangible product.

The Tangen Food Lab itself was another critical resource. It’s far more than a community kitchen—it’s a space where Penn students can test and develop their CPG product ideas. Under the leadership of Lauren Hooks, a former chef and restaurateur, the Food Lab became an integral part of BrainFood’s early development. Lauren’s industry knowledge and connections led me to my current co-manufacturer. Beyond that, the Food Lab provided a community of like-minded entrepreneurs, navigating the same challenges and offering support along the way. To this day, the Food Lab and Venture Lab remain invaluable resources for BrainFood’s continued growth.

What founder or entrepreneur inspired you to start your own entrepreneurial journey? How did he or she prove motivational to you? There are so many people that have inspired me, especially at the start, but one that comes readily to mind is Bill Shufelt, CEO of Athletic Brewing. He pivoted from a lucrative hedge fund job to work on something that he believed in. We wanted to solve the problem of having a non-alcoholic beer option that actually tasted good and gave people a way to connect and enjoy themselves at social events (but limit their alcohol intake if they wanted). His determination (despite many people thinking it was dumb) grit, and belief in his product (despite having no experience distilling a beverage) resonated with me. He proved that passion and belief in your mission can overcome almost any obstacle, and that’s something I carry with me as we navigate the ups-and-downs of building BrainFood.

He also is such a nice person. I had the benefit of meeting him (courtesy of Professor Willson’s class) and he is such a humble, down-to-earth person, and genuine. I really admire and look up to that.

Which MBA class has been most valuable in building your startup and what was the biggest lesson you gained from it? This may (or may not) come as a surprise… but Legal Aspects of Entrepreneurship was one of the most valuable classes in building BrainFood. Surprisingly, it taught me more about creating a financially sustainable business than I expected—especially when it came to taxes and thinking through financial strategies. I always assumed that a legal class would focus on contracts and liabilities, but it also gave me foundational financial literacy every entrepreneur should have. It made me realize that legal literacy should be taught to everyone! (And goes along with financial literacy in a very real way). Understanding the legal side of running a business not only equips you to navigate tricky areas that could be costly if overlooked, but it also arms you with the knowledge to make informed decisions about your company’s future. Plus, it helped me understand early when I should seek out a lawyer’s help, what I needed from them, and exactly what value they would bring.

The biggest lesson I learned was that VC funding isn’t the only path to success. In fact, it’s not right for every business. This class empowered me to map out a strategic trajectory for BrainFood that doesn’t rely on chasing VC dollars. Instead, I’m focused on starting small, testing product-market fit, and growing profitably in a way that works for us. This approach allows me to focus on the essentials—refining our product and strategy—without the constant pressure to fundraise. And if we ever decide to scale significantly, we can explore other avenues, like angel investors, when the timing is right. This class gave me the freedom to envision BrainFood’s growth on my own terms.

What professor made a significant contribution to your plans and why? Professor Annie Wilson has been an incredible mentor to me throughout my journey with BrainFood. She has expertise in the wellness space, so her guidance has been invaluable, particularly in helping me iterate on our branding, communication, and marketing strategies. She’s provided thoughtful insights that push me to think outside the box, while still staying grounded in our core mission. Annie continues to be a sounding board for new ideas, and her input has shaped how we position BrainFood in a crowded market.

How has your local startup ecosystem contributed to your venture’s development and success? The network of alumni founders and fellow entrepreneurs I’ve met has been both tactical and inspiring. By attending local events in Philly and New York, I’ve built meaningful relationships with other founders who have been through similar challenges. The advice I’ve received is not only practical, but also incredibly motivating—it’s a unique balance of real-world execution tips and big-picture inspiration. The connections I’ve made have pushed me to continue growing BrainFood and stay deeply committed to our mission, knowing I’m part of such a supportive community. I plan to keep nurturing these relationships as we move forward.

What is your long-term goal with your startup? We dream to become the go-to brand for functional beverages that prioritize brain health and mental wellness as well as be a platform for mental & brain health education. We aim to expand beyond universities and corporate offices, building a nationwide distribution network while continuing to innovate and educate.

Ultimately, our long-term goal is to help transform how we view and care for our mental wellness – by understanding the connection to our physical habits & health, and helping make brain health a daily habit for people everywhere.

Looking back, what is the biggest lesson you wished you’d known before launching and scaling your venture? Looking back, the biggest lesson I wish I’d known is that you really need to put some money into getting your product to an MVP stage. For a product like BrainFood, a beverage, it’s not enough to just have a great idea—people need to taste it and experience it firsthand to truly understand its value. I spent too long trying to secure grant funding without a tangible product to show for it, and I realize now that building the product should have been the first priority.

Pitching ideas and getting feedback was still incredibly valuable, but I’ve learned that with food and beverage, people need to believe in more than just the concept. I was also hesitant to spend money on something that might fail, but the reality is, those initial investments are crucial. In the grand scheme of things, a few hundred dollars doesn’t mean much if it gets you closer to a successful product. In hindsight, I would have prioritized developing the MVP earlier to help people—and myself—see the full potential of BrainFood.

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