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SOUND Foods

The snack bar that the US Warfighter needs and that the American consumer has been waiting for

Overview

Date Established 01/2022
Founder Don Dillon
Headquarters Los Angeles
Industries
Food
Tech
Health & Wellness
Website https://www.soundsnacking.com
Press Contact David Cho
Social

About

SOUND is the food tech startup committed to improving the field eating experience of the U.S. warfighter. SOUND has invented an entirely new way of quickly and gently forming food products using only ultrasonic energy, or sound waves. SOUND relaunched its direct-to-consumer business with a focus on offering the exact products developed for the U.S. warfighter directly to the American consumer. SOUND bars offer a ground-breaking combination of taste, texture, and satiety in a compact and convenient form. Headquartered in Los Angeles, CA, the company operates with a commitment to helping people get through their day whether during military operations or everyday life.

Founding Story

SOUND Foods Founder and CEO Don Dillon’s interest in improving the food offering for the U.S. warfighter stems from a severe medical problem which he developed while serving in the U.S. Navy. Due to complications stemming that incident he now must read the label of every package of food before eating it.

This reality led Dillon to search for a technology that could change the way that people snack and eat. He discovered and acquired a process using ultrasonic technology which gently forms quality ingredients into a discrete shape like a bar in just a fraction of a second. An entrepreneur at heart, Dillon immediately envisioned how this technology could benefit both the warfighter and anyone looking for a new or different snack bar.

Dillon now draws upon a variety of business and life experiences to guide SOUND Foods' endeavor of using a radically different food production technology to create an entirely new kind of snack bar for both the U.S. warfighter and American consumer.

Products

Coconut Almond Bar
Coconut Almond Bar $24.00

Team Bios

David Cho is the chief commercial officer at SOUND Foods Inc., bringing SOUND’s brand to life and product to market through authentic storytelling of both the problem that SOUND’s technology solves for U.S. warfighter and the opportunity for SOUND’s products with the American consumer. A veteran brand and business leader, Cho has more than 15 years of experience working with both audacious startups and some of the most recognizable names in the sports industry.

Prior to his role at SOUND, Cho gained valuable startup experience as chief business officer of Skyscrape, an advanced textiles company which developed a revolutionary fabric that naturally changes both its shape and insulative value in response to the ambient temperature which Ralph Lauren featured in its Team USA Closing Ceremony Jacket at the 2022 Winter Olympics in Beijing. Cho fell in love with the dynamic nature of startups and their desire to create something that the world has never seen or even imagined possible.

Cho’s transition to the startup world came on the heels of a decade long career leading varied commercial efforts for two iconic sports brands: Adidas and Nike. His eight-year tenure with Adidas included serving as director of experiential retail and directing all aspects of the brand’s global sports marketing partnership with the NBA. Prior to his time at Adidas, he led strategic planning for Nike’s global men’s training business, managing product creation and go-to-market at a billion-dollar scale.

Upon joining SOUND in January 2020, Cho recognized a unique opportunity to do something dramatically different for a virtually unknown segment of the food market, the feeding of the U.S. warfighter with both standard Meals Ready-to-Eat field rations as well as advanced combat rations. Cho is driven by the enormous impact that food has on the lives of our servicemen and women and the critical role that SOUND’s products can have in sustaining, nourishing, and comforting the Warfighter.

Cho also believes that SOUND can have an enormous impact within the consumer snack bar market. While he credits the sports industry for his insights into consumers’ motivations to lead inspired lives, he now believes that what we eat and how it makes us feel is the foundation of our life goals and accomplishments.

Cho earned his bachelor’s degree in biochemical sciences from Harvard University. He later went on to receive his MBA from the Ross School of Business at the University of Michigan and his J.D. from the University of Michigan Law School. Cho volunteers as an investment advisor for the Portland State University School of Business Impact Ventures, helping students learn how to finance a startup from both the perspective of the entrepreneur and the investor.

Don Dillon is the founder and chief executive officer of SOUND Foods Inc., a food technology company which has created a snack bar formed only with sound. In this role, Dillon draws upon a variety of business and life experiences to guide the endeavor of using a radically different food production technology to create an entirely new kind of snack bar for both the U.S warfighter and the American consumer.

Dillon’s interest in improving the food offering for the warfighter stems from a severe medical problem which he developed while serving in the U.S. Navy. Due to complications stemming that incident he now must read the label of every package of food before eating it.

This reality led Dillon to search for a technology that could change the way that people snack and eat. He discovered and acquired a process using ultrasonic technology which gently forms ingredients into a discrete shape like a bar in just a fraction of a second. An entrepreneur at heart, Dillon immediately envisioned how this technology could benefit both the warfighter and anyone looking for a new or different snack bar.

Before establishing SOUND Foods, Dillon displayed a similar entrepreneurial spirit in founding Summit Building Services Inc., a construction company which builds and repairs the exteriors of large government buildings where he has been president since April 2016. In addition to his roles at SOUND and Summit, Dillon has been president of DAJA Holdings Inc., a family investment vehicle since September 2012. He also spent more than a decade gaining exposure to a wide variety of private and public sector business endeavors at Ackman-Ziff Real Estate Group and the Federal Deposit Insurance Corporation.

Dillon earned his undergraduate degree from Indiana University and his master’s degree in finance and investment from New York University. Dillon volunteers as a mentor for American Corporate Partners which assists military personnel who are transitioning to civilian life.

Press

Trend Hunter - Mar 02, 2023 Military-Approved Snack Bars "This Coconut Almond bar is formed only with ultrasonic energy and a patented process that uses high-frequency low-amplitude sound waves to develop taste and texture."

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