Building Bobica Bars: A College Side Hustle Turned Thriving Business
Harrison Nastasi and Justin Iannelli, both 21 and recent graduates of Rowan University, have transformed a personal passion into a flourishing business with their brand, Bobica Bars. Their company specializes in superfood-glazed granola bars designed to offer both health benefits and allergen safety, addressing a gap in the snack market. What began as a side hustle during college now generates consistent monthly revenue averaging $8,000, with aspirations to reach $1 million in annual sales.
Origins Rooted in Personal Experience and Family Needs
Nastasi’s inspiration for Bobica Bars was deeply personal. He recounts a summer ritual of biking to a local açaí shop to bring his mother a superfood bowl, intended to leverage antioxidants and anti-inflammatory properties to support her arthritis. However, the bowl often melted into an unappealing sugary mess by the time he arrived home, and even fresh smoothie bowls contained unexpectedly high sugar levels that undermined their health benefits.
Simultaneously, Nastasi’s father was diagnosed with celiac disease, highlighting the urgent need for snacks that were not only functionally beneficial but also allergy-safe. These family health challenges became the driving force behind Bobica Bars. Nastasi and Iannelli developed their granola bars to serve their own family’s needs first—focusing on delivering genuine superfood benefits without compromise—and extended this solution to the broader community seeking healthier snacking options.
Turning Ideas into Action: From Pitch Competitions to Accelerator Programs
Launching Bobica Bars involved strategic steps combining product development and securing funding. Nastasi and Iannelli entered numerous undergraduate pitch competitions, winning awards at global, national, and state levels, which helped them raise over $75,000 in non-dilutive funding. Their accolades include first place among 700 undergraduates at the CEO Global Pitch Competition and recognition from the Global Student Entrepreneur Awards (GSEA) by Entrepreneurs’ Organization (EO).
In addition, Rowan University’s accelerator program played a pivotal role. This intensive summer program provided business-building education and an initial $4,000 in funding. These resources enabled the founders to purchase essential equipment, ingredients, and supplies, turning Bobica Bars from a concept into a tangible business.
Smart Financial Foundations and Resourcefulness
Nastasi and Iannelli invested approximately $5,000 of their own savings, accumulated from previous entrepreneurial ventures, to cover prototype development, packaging, and ingredient sourcing. Their approach prioritized lean operations and careful budgeting, stretching every dollar to maximize impact in the early stages.
They credit the Rowan Center for Innovation and Entrepreneurship and the undergraduate pitch competition circuit for invaluable mentorship, networking opportunities, and industry insights. These resources accelerated their understanding of the consumer packaged goods (CPG) landscape and connected them with advisors who continue to support their growth.
Challenges and Growth: Lessons from Manufacturing to Scaling
One of the most significant hurdles Bobica Bars faced was securing the right co-manufacturer—a process that took over three years. Contrary to common belief, finding a manufacturer is not the finish line but the start of continuous improvement in formulation, production efficiency, labor cost management, and ingredient sourcing scalability.
Both founders emphasize that overcoming obstacles has been essential to their development as entrepreneurs. They view setbacks as learning opportunities that have strengthened their business acumen and enabled them to mentor other student entrepreneurs effectively.
Daily Dedication and Vision for the Future
Running Bobica Bars demands full-time commitment. Nastasi describes his day as being fully immersed in the business, from product innovation to gathering feedback and strategizing growth. With a small, dedicated team that includes their COO, the founders juggle multiple roles across product development, operations, sales, and scaling efforts.
Iannelli echoes this intensity, balancing an internship while dedicating nearly all his time to Bobica Bars. He carries his laptop everywhere to act swiftly on new ideas or opportunities, reflecting their determination to seize the business’s potential and not let it slip away.
Creating a Genuine Solution with Impact
What motivates Nastasi and Iannelli most is knowing their product addresses real problems—improving health and providing safe, nutritious options for families often overlooked in the snack aisle. Their passion extends beyond business success to making a positive difference in consumers’ lives.
For Iannelli, the constant challenges and opportunities inherent in entrepreneurship fuel his enthusiasm. This dynamic environment keeps the work exciting and purposeful, as they continuously refine their offerings and grow their company.
Advice for Aspiring Entrepreneurs
Nastasi’s key piece of advice is to “just start and make it real on day one.” He stresses the importance of tangible action—designing a logo, filing for an LLC, and getting prototypes into people’s hands—which creates momentum. For students, entering pitch competitions early is invaluable, providing funding, feedback, and networking that can shape the trajectory of a startup.
Iannelli encourages persistence and continuous learning. He reflects on the many ideas they pursued before Bobica Bars and highlights the importance of experimentation and adaptation. Surrounding oneself with other founders and industry experts is crucial for gaining new knowledge and sustaining growth.
Image Credit: Bobica Bars. Harrison Nastasi, left, and Justin Iannelli, right.
Image Credit: Bobica Bars
Image Credit: Bobica Bars
For more insights on how these young entrepreneurs built Bobica Bars into a successful venture, read the full story Here.
