Bringing a Weird Product to Market

Brian Levine was on a ski vacation with buddy Matt Keiser in 2006 when one morning, after a particularly raucous night, they discovered that a can of Red Bull had spilled into his backpack, soaking the beef jerky that lay inside. “We were hungover and we’re like ‘Dammit, it spilled, but we’re hungry,'” says Levine, 38. “So we ate it and it wasn’t horrific—and that kind of sparked an idea.” The idea?

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Bringing a Weird Product to Market