The meteoric rise of Way Better Snacks: 'All-natural' is all very well, but what really matters is nutrient density Jim Breen: 'Consumers want to see what you are putting into the product as well as what isn't in there' With revenues going from zero to " north of $20m " in three years, the growth of Way Better Snacks has been nothing short of meteoric. But while great branding, its focus on 'sprouted' seeds and the CPG experience of its founder & CEO Jim Breen have been critical, its success is also a reflection of the fact that consumers just expect more nutritional bang for their snacking bucks now, says Breen.