Mommy Munchies

South Florida CEO, May, 2005

Tammy Krutchik was rushing to prepare for a family gathering when the munchies hit. Pregnant with her fourth child, Krutchik says she struggled to find a healthy snack, until she happened across her husband munching on a protein bar. That's when she struck on the idea of designing health bars for pregnant and nursing mothers: Mommy Munchies. "Tammy literally created a new market segment when she created these bars," says her husband and business partner Jon Krutchik. The couple's Pembroke Pines-based start-up, Eating for Two Inc., recently launched the $2 snack bar, selling the product on its Web site (orders have come from as far away as Switzerland) and at a handful of local vendors, including Bellini, Baby Love in Sunrise and Nutrition Smart in Pembroke Pines. The Krutchiks toil paid off in late April: "Babies 'R Us will be carrying our product," an elated Jon Krutchik said in a phone interview after he heard the news. Babies 'R Us will initially sell the product in up to 60 stores, he added. The Krutchiks also cut a deal to carry the product in eight Buy Buy Baby stores in the Northeast. What do consumers think of the bar? Jon Krutchik says, "They've been very well received by the pregnant community."

--JA

[ILLUSTRATION OMITTED]