From Dorm Room to Revenue: How Two Students Built a Superfood Brand

Harrison Nastasi and Justin Iannelli turned a family health crisis into a viable business, scaling their superfood-glazed granola bar startup, Bobica Bars, to $8,000 in monthly revenue. The recent Rowan University graduates now leverage a $75,000 war chest from pitch competitions to fuel their push toward $1 million in annual sales.

The venture began in 2022 when Nastasi sought an allergy-safe, nutrient-dense snack for his mother, who suffered from arthritis, and his father, who had been diagnosed with celiac disease. What started as kitchen experiments in Pine Hill, New Jersey, quickly evolved into a serious pursuit. Iannelli, who initially attended Florida Atlantic University, transferred back to Rowan University to co-found the company full-time.

To fund the operation, the pair invested $5,000 of personal savings—earned from previous e-commerce ventures—and tapped into university resources. Their growth strategy relied heavily on the collegiate pitch competition circuit, where they secured over $75,000 in non-dilutive funding. A television feature on 6abc served as a major catalyst, generating $10,000 in sales within a single month and proving the market demand for their functional snacks.

Scaling has not been without friction. The founders spent three years vetting co-manufacturers, a process they describe as a relentless cycle of production adjustments and cost-management hurdles. Supported by a three-person team, including COO Frank Kopaczewski, the duo now manages every facet of the business, from ingredient sourcing to retail partnerships. Having eschewed paid advertising in favor of organic growth and networking, they are currently transitioning the business from a collegiate side hustle into a permanent, full-scale operation.