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How a postpartum obsession turned into a high-protein pudding that's taking on the ultra-processed protein aisle.
The protein snack aisle is full of options. Most of them are full of things you can't pronounce.
Monica McClellan was postpartum, exhausted, and leaning on cottage cheese to keep her energy up. But eating it plain gets old fast, and every protein pudding she found on shelves was either chalky, artificially sweetened, or ingredient-label nightmare.
So she started making her own. Cottage cheese, cocoa powder, dates, banana, vanilla — real food. She started sharing samples at local events, and strangers kept coming back. Curd was born. We sat down with Monica to talk about building a product during postpartum life, why stranger feedback matters more than friend feedback, and what it really takes to get a refrigerated brand off the ground.
The Product and Audience: What is Curd and who is it for?
Curd is a cottage cheese-based high-protein pudding made with whole-food ingredients. No protein isolates. No artificial sweeteners. No gums. Everything is sweetened with dates and packed into filling 8-ounce jars designed to feel more like a mini meal than a snack. Available in Vanilla Cinnamon Swirl, Chocolate Crème, and Banana Coconut Cream Pie, Curd is built for people who want more protein but are tired of choosing between nutrition and ingredients they can actually recognize.
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The Spark: When did you launch, and what made you say "I need to build this"?
The idea started during postpartum life. I was exhausted, trying to keep my energy up and maintain my milk supply. Cottage cheese became a staple because it was packed with protein, kept me full, and was made from real food. The problem was that eating plain cottage cheese gets old quickly. Every protein pudding I found on shelves felt disappointing — either chalky, packed with artificial sweeteners, or loaded with ingredients I couldn't pronounce. So I started making my own versions at home using cottage cheese, cocoa powder, bananas, vanilla, dates, and other simple ingredients. Then something interesting happened. I started sharing samples at local events and complete strangers kept coming back. Their reactions made me realize this wasn't just solving my problem. There was something bigger here.
The Launch: When did you launch and how did you build early awareness?
We're technically still in pre-launch. Curd landed on shelves at Pop Up Grocer in New York City this April, which has served as an incredible testing ground before a wider retail rollout. Most of the early awareness came through social media, educational content, and a handful of organic press features. The next challenge is sharing more of the behind-the-scenes story and becoming more visible as a founder throughout the journey.
The First 100: How did you find your first customers?
Friends and local events helped get the ball rolling. But getting feedback from strangers was what really mattered. Friends will often support you because they know you. Strangers have no reason to be polite. When people you've never met go out of their way to DM you, tell you they loved the product, or say they'd subscribe if they could, that's when you start seeing signs that your product might have real staying power. For refrigerated products especially, repeat purchases matter just as much as first purchases.
The Advice: What would you tell a first-time founder in their first 90 days?
Be incredibly selective about who you bring into your business. That includes agencies, consultants, contractors, vendors, and service providers. Do your homework. Ask for referrals. Speak with founders they've worked with before. The wrong partner doesn't just cost money — they cost time, momentum, and energy you'll never get back. Move slower than feels comfortable and protect your runway.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
The logistics. Everything takes longer than expected, and you're constantly making decisions with incomplete information. As a founder, you're solving dozens of problems simultaneously while trying to prioritize what matters most today versus what will matter six months from now. And in my case, all of that happens while raising two kids, taking care of two dogs, and balancing family life. Social media shows the highlights. It doesn't show the constant recalibration happening behind the scenes.
The Milestone: What has been your biggest "we made it" moment so far?
I definitely don't feel like I've "made it" yet. But seeing Curd on shelves at Pop Up Grocer was surreal. It's one of those moments where you finally pause and realize the thing you've been building actually exists in the real world. More importantly, it has allowed us to get feedback from real customers while we're still early enough to improve the product and brand. That's incredibly valuable.
The AI Trend: How have you used AI to help your business grow?
Honestly, AI played a huge role in helping me get started. I've wanted to launch a business for years, and I genuinely think the timing finally worked because AI became accessible and useful. It's been like having a co-founder in my pocket. I've used it for recipe development, branding decisions, messaging, forecasting, prioritization, problem solving, and building systems that free up time for higher-value work. I use it every day.
The Horizon: What should we be excited to see from Curd in the next six months?
The big goal is simple — more shelves. Right now Curd is only available in New York City, but we're constantly getting asked when it'll be available elsewhere. Over the next six months, we're focused on expanding distribution and getting Curd into more cities and more hands.
The Recommendations: What are your favorite under-the-radar brands right now?
CPG: Rally Pickle Juice
The Shop: Where can readers find Curd?
Right now, Curd is available exclusively at Pop Up Grocer, 205 Bleecker Street, New York City. More retail locations are currently in development. Keep an eye on eatcurd.com for updates.
The Connection: Where is the best place to follow along?
Follow along on Instagram at @eatcurd or visit eatcurd.com. TikTok coming soon.
Available exclusively at Pop Up Grocer, 205 Bleecker Street, New York City.
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