Theresa Burnley, a seasoned entrepreneur with a deep-rooted passion for health and nutrition, has successfully transitioned her lifelong dedication into a thriving business, Circ. At 65, Burnley, formerly the owner of Wiley Road Foods, a company renowned for crafting unique clean-label baked goods for prominent brands like Trader Joe’s and Milk Bar, launched Circ as a side hustle in 2023. This venture, focused on innovative protein bites, has since blossomed, prompting Burnley to leave her established business in late 2024 to dedicate her full attention to Circ. Today, the brand boasts six distinct flavors of protein bites, achieved approximately $2 million in revenue last year, and has secured a significant retail presence in over 13,000 locations nationwide, including major retailers such as Starbucks and Walmart.

The genesis of Circ is deeply intertwined with Burnley’s personal journey. As a lifelong runner and mother to three college athletes, a commitment to optimal health and nutrition has always been a guiding principle in her life. This personal philosophy, combined with over 16 years of experience perfecting the taste and quality of baked goods for other brands, ignited a desire to create her own independent natural food brand. The inspiration for Circ specifically stemmed from an observation of the protein bar market, which Burnley perceived as having become stagnant. She identified a disconnect between the traditional bar format and the evolving dietary habits of modern consumers, who increasingly favor grazing, on-the-go consumption, portion control, and are influenced by trends like GLP-1 medications which often necessitate smaller, more frequent meals.

From Concept to Consumer: The Ambitious Launch of Circ

The initial steps to bring Circ to life were characterized by a bold commitment to in-house innovation and significant investment. Unlike many startups that rely on external co-packers, Burnley and her team leveraged their existing expertise to control the entire production process. Their background, particularly from their work with Milk Bar, had instilled a proficiency in creating visually appealing, ball-shaped food items. Furthermore, their R&D team, comprised of pastry chefs rather than traditional food scientists, prioritized palatability, ensuring that the products were not only functional but also delicious.

A pivotal element of Circ’s launch was the development of its proprietary packaging. This innovative solution, which took approximately two years to perfect, was instrumental in differentiating the brand. The team adapted existing packaging equipment to create specialized pouches designed to hold five protein bites. Crucially, they collaborated with material suppliers to develop a resealable lid, addressing consumer demand for convenience and freshness. The total investment in process and product development for Circ exceeded $1 million, a testament to Burnley’s belief in the venture’s potential and her commitment to quality and innovation from the outset.

Navigating the Entrepreneurial Landscape: Lessons Learned and Challenges Overcome

Reflecting on her entrepreneurial journey, Burnley identifies a key learning curve: the subtle but significant shift in perspective from being a manufacturer with a brand to becoming a brand with its own manufacturing capabilities. "We approached Circ as a manufacturer that has its own brand and over time realized that we’re now a brand that has its own manufacturing," she stated. If given the opportunity to revisit the early stages, Burnley would have prioritized brand-building efforts earlier in the process. This insight highlights a common challenge for product-based businesses: the initial focus on operational excellence can sometimes overshadow the critical importance of establishing a strong brand identity and narrative from the outset.

The consumer packaged goods (CPG) industry is notoriously competitive, with a high rate of failure. Burnley acknowledges this reality, noting, "There are hundreds of failed consumer brands every year. You read about the winners, see them on shelves and in your feed, and I think a lot of people think, ‘How hard can it be?’" She emphasizes that even with a differentiated product that addresses a genuine consumer need, the journey from concept to market—the "zero to one" stage—is exceptionally challenging and demands a significant tolerance for adversity.

While Circ has experienced a relatively smooth operational trajectory, Burnley points to the inherent complexities of manufacturing as a constant area requiring diligent management. "Knock on wood, I wouldn’t say anything has gone very wrong," she noted. However, she elaborated on the day-to-day challenges faced by manufacturers, such as unexpected truck delays, equipment malfunctions, and material quality issues. Her strategy for mitigating these potential disruptions is to maintain "slack in the system." This involves building in extra capacity, keeping spare parts readily available, maintaining buffer inventory, and ensuring comfortable lead times for all operations. This proactive approach to risk management is crucial for ensuring consistent product availability and customer satisfaction.

Financial Trajectory: From Side Hustle to Significant Revenue

The path to consistent revenue for Circ was accelerated by strategic early placements. Following its launch at Expo West, a major natural products trade show, the brand secured early retail distribution, leading to steady revenue streams relatively quickly. However, achieving profitability has been a longer-term objective. Initially, the decision to manufacture in-house presented higher fixed costs compared to brands utilizing co-packers. Nevertheless, Burnley anticipates that at scale, this vertically integrated model will provide a substantial cost advantage.

In the preceding year, Circ generated approximately $2 million in top-line revenue. The company is projecting a significant acceleration in growth, with an anticipated four-fold increase in its run rate for the current year. This aggressive growth projection underscores the brand’s strong market reception and the effectiveness of its distribution strategy.

The time commitment to Circ has evolved significantly since its inception as a side hustle. In the early stages, while managing Wiley Road Foods and simultaneously developing packaging, machinery, branding, and the product itself, Burnley’s involvement was more limited, often involving periods of waiting during the development phases. However, as Circ gained momentum, the decision was made to sell the bakery business, allowing Burnley to transition to a full-time role focused on growing Circ. She likens the current demands to the intensity of raising infant twins, acknowledging the long days and the immense responsibility of overseeing all aspects of the business. Despite the demanding nature of this phase, she finds it profoundly rewarding.

The Unwavering Drive of a Founder

What Burnley cherishes most about leading Circ is the direct connection with her customers. The nationwide embrace of the brand since its inception has been a source of immense satisfaction. "There is nothing like receiving rave reviews from those who love all our brand embodies," she expressed. A particularly heartwarming aspect for Burnley is hearing from parents who report that Circ is "the only healthy food their kids will eat." This feedback validates the brand’s mission to provide nutritious and appealing options for families.

Burnley’s most potent business advice centers on the fundamental role of the founder. While acknowledging the value of mentors and community for perspective, she stresses the necessity of embracing the inherent challenges of entrepreneurship. "As a founder, you ultimately have to embrace the pain of hours, complexity and rejection," she advised. Her core message is that no one else will invest the same level of time or possess the same depth of understanding for the business as its founder. Therefore, while it is crucial to listen to external input, the ultimate ownership and accountability must lie with the entrepreneur. This perspective emphasizes the solitary, yet critical, nature of leading a business from vision to reality. The success of Circ, a brand born from a personal commitment to health and a keen observation of market needs, serves as a powerful testament to Burnley’s entrepreneurial spirit and her ability to translate a lifetime of experience into a thriving, modern food enterprise.