Jesse and Ben’s

Jesse and Ben’s is the frozen french fry brand discussed in Advice Line with Jeni Britton of Jeni’s Splendid Ice Creams (2025). Jesse Koenig describes the product as made with non-GMO potatoes, grass-fed beef tallow or avocado oil, salt, and seasonings, then sold frozen for home air-fryer or oven use.

The Advice Line question is whether to market first to people already avoiding seed oils and ultra-processed foods or to broader fry buyers. Jeni Britton and Guy Raz push the brand toward taste, quality, and hot sampling as the lead, with health and ingredient differences as supporting proof. The episode’s update says the company grew from about 400 stores to more than 5,000 stores across chains including Whole Foods, Sprouts, Target, and Costco, and raised $10 million.

Connections

• Jesse Koenig - founder/caller in the source.
• Jeni Britton and Guy Raz - Advice Line advisors.
• Whole Foods Market, Target, and Costco - retail chains mentioned in the update.
• CPG Distribution, In-Store Demos, Retail Incrementality, Sales Velocity, Customer Pull, and Repeatable Customer Language - main concepts illustrated by the case.