This Pancake and Waffle Company Dedicated Years to Getting Its Branding Right and Now Makes 8-Digit Revenues

In this ongoing column, The Digest, Entrepreneur.com News Director Stephen J. Bronner speaks with food entrepreneurs and executives to see what it took to get their products into the mouths of customers. 

The founders of Birch Benders, makers of better-for-you frozen waffles and just-add-water pancake and waffle mixes, spent years getting its branding right. But without that effort, the brand would have not have gotten the attention of Target, according to co-founder Lizzi Ackerman.