--- title: "Denise Woodard launches Vivi's Life to address food allergies in children" url: https://newscentral.site/denise-woodard-launches-vivi-s-life-to-address-food-allergies/ language: en publisher: "News Central Site" section: "Business" published: 2026-10-11T11:08:01.000Z updated: 2026-10-11T12:46:30.326Z id: 51e9600e-97f1-4d47-be38-d852874baeb9 source: "Business Insider https://www.businessinsider.com/how-partake-foods-founder-denise-woodard-scaled-small-business-2026-10" attribution: "Link to https://newscentral.site/denise-woodard-launches-vivi-s-life-to-address-food-allergies/ and name News Central Site when you quote or summarize this story." --- # Denise Woodard launches Vivi's Life to address food allergies in children Vivienne Woodard developed multiple life-threatening food allergies around her first birthday, prompting her mother Denise Woodard to launch Vivi's Life LLC in 2016. As a seasoned executive in the consumer packaged goods industry, Denise Woodard had spent years working for major brands like The Coca-Cola Company. But everything changed when her daughter Vivienne was born - particularly after she developed multiple life-threatening food allergies around her first birthday. The allergic reactions to seemingly ordinary foods like eggs, tree nuts, bananas, and sesame were a wake-up call for Woodard. She became frustrated with the limited options available in terms of taste and nutritional value, but what really bothered her was the emotional toll these allergies would take on her daughter's social life. At birthday parties, playdates, and school snack time, Vivienne would often feel like an outsider, unable to participate in activities that other kids took for granted. Woodard wanted to change this reality for her daughter and countless others who faced similar challenges. She decided to create a solution by launching Vivi's Life LLC in June 2016, initially driven by a personal mission to make her daughter's life easier. As Vivi's Life expanded its reach beyond online sales, the company made a significant move into the New York market in August 2017. At this point, the team was actively seeking out opportunities to showcase their products in independent stores. To promote their brand and build customer connections, the founders employed a grassroots marketing approach that focused on local trade shows and events. They would also set up demo tables at grocery stores, allowing customers to taste and experience the product firsthand. The entrepreneurial family took this approach seriously, investing their own time and resources into every event. Demos often took place out of the back of their car, with a table and equipment strapped in for easy setup. This personal touch was a key aspect of their marketing strategy, which centered around storytelling and product sampling. As Vivi's Life continued to grow, its founders recognized that effective communication was essential not only for customer engagement but also for securing investment support. The company's mission-driven approach resonated with potential partners like Marcy Venture Partners, whose investors were drawn to the story behind the brand. A more measured approach to growth would be wiser for startups today, allowing them to gauge their market's response before expanding rapidly. In contrast to my initial strategy of relying on grassroots efforts, new platforms like TikTok offer scalable ways to share a brand's story with millions of people at once. This shift in marketing dynamics makes human connection and storytelling even more valuable as companies navigate an increasingly automated world. As we expanded our distribution channels too quickly, we failed to establish the necessary infrastructure and processes to support our growth. The market shift brought about a new reality where profitability was prioritized above all else. This sudden change put immense pressure on the company's operations, affecting not just the bottom line but also the careers of its employees and the business's overall trajectory. A more measured approach would have been beneficial in navigating this transition. However, as the founder, I had a deep understanding of the company's inner workings and made decisions accordingly. It is essential to consider multiple perspectives, but ultimately, the founder's expertise carries significant weight in guiding the business. Unfortunately, some advice was not even solicited by me, which hindered our ability to adapt more effectively to the changing market. I have immense respect for companies like KIND and Chobani, built by Daniel Lubetzky and Hamdi Ulukaya respectively. Their success stories are a testament to focused category leadership, but we operate in a different space. Our company is now poised for growth with new product launches on the horizon. A protein and fiber-rich granola will hit the market later this fall, followed by soft-baked individually wrapped cookies in early 2027. These products tap into current trends in the industry, with protein being a particularly hot area of interest and fiber-maxing gaining popularity. The partnership between Partake Foods and the Girl Scouts is set to launch in January 2027, with cookies available for purchase through the Girl Scouts' Digital Cookie mobile app. This collaboration marks a significant milestone for both brands, as it brings together two household names in a unique way. The Girl Scouts program has been around for over 100 years, making it a trusted and established institution. While Partake Foods may not be as old or well-established, the company's focus on inclusivity and accessibility has resonated with consumers, particularly those within the food allergy community. This partnership highlights the value that smaller companies can bring to larger partnerships, even if they don't have the same level of brand recognition or resources. By partnering with Partake Foods, the Girl Scouts are tapping into a brand that has earned credibility and trust among its customers. Partake's commitment to diversity and inclusivity is evident in its board composition, which features 80% women of color, as well as its team and philanthropic efforts aimed at increasing diversity in the food industry. This ethos of building a "bigger table aligns with Partake's mission to create a more inclusive food landscape. When building my cookie business, I adopted an approach that focuses on expanding my network by introducing new people to each other and creating opportunities for collaboration. This plus-one" mentality has proven to be a game-changer, leading to numerous breakthroughs in both my business and personal life. One notable example of this approach is our partnership with Ben & Jerry's, which was facilitated through LinkedIn direct messages in 2020 when we had only five employees. Fast forward to January 2023, and we announced a collaboration that involves providing gluten-free oatmeal cookie pieces for their Oatmeal Dream Pie products sold in pints and scoop shops. This experience taught me the importance of not being intimidated by the size or reputation of potential partners. As someone who started out selling cookies from my car, I had to be willing to dream big and take risks, including reaching out to a well-established company like Ben & Jerry's. --- Source: [Business Insider](https://www.businessinsider.com/how-partake-foods-founder-denise-woodard-scaled-small-business-2026-10) Published by News Central Site: https://newscentral.site/denise-woodard-launches-vivi-s-life-to-address-food-allergies/