Freeze dried distribution

A few months ago, I invested in a category I never thought I would touch…

Candy.

Not a software platform that helps candy shops manage inventory.

An actual candy company.

But this isn’t just any consumable brand, it’s Kanpai Foods founded by Isaac Medeiros and Hank Rao.

If the name doesn’t ring a bell, Isaac is also the founder of Mini Katana LLC — A company that sells full-size, battle-ready swords online.

Faced with massive obstacles when trying to advertise these novelty “weapons” online, Isaac spent years mastering the art of viral content.

Simply put, he took a wall and turned it into a moat.

His secret?

Organic reach and creative distribution.

For years, Isaac focused on producing highly engaging short-form videos to build organic audiences on TikTok and YouTube.

Over time, those followers developed into highly engaged and loyal customers of the Mini Katana brand. If you can believe it, his channels now earn over 1B(!) views each month 😱

In fact, his distribution strategy became so effective that he actually achieved complete domination of the total addressable market for katana swords (of all sizes!).

That’s how Isaac arrived at his next venture: Freeze dried candy from Kanpai Foods.

Using the same organic content strategy, coupled with Hank’s omnichannel distribution expertise, they are able to access a much larger TAM selling candy than he could by selling swords.

In Isaac’s words: You can make $10M/year selling swords, but you can make $10B/year selling candy.