Banza: Brian Rudolph. The Chickpea Pasta That Nearly Turned to Mush — How I Built This with Guy Raz

Brian Rudolph started making chickpea pasta in his Detroit apartment because wheat made him feel sick. A decade later, Banza was in more than 25,000 stores, and today, it’s one of the most popular pasta brands in the country. Success was not automatic: The business barely got off the ground because the cooked pasta was turning to mush—and as Banza became known for its health benefits, a food-safety scare sent sales plunging by 30%.

In this episode, Brian explains why he was inspired to create a whole new category, how he turned chickpea skeptics into fans, and how the company rebuilt trust after a public relations disaster.

What you’ll learn

How Brian and his brother Scott launched Banza with only $100,000.
How they learned to stop chasing perfection and to ship something that was “good enough.”
How crowdfunding and reality TV helped Banza land its first retail accounts.
How packaging can become an important growth engine for a new brand.
How transparency can rebuild trust after a PR debacle–but can’t restore it overnight.

Timestamps:

08:15 - Brian uncovers the unexpected culprit behind his health issues: Wheat

09:52 - From Chewy bars and Chipotle to pasta made of… beans?

18:49 - Banza gets a big break on national TV

23:16 - The 192-store order that Banza wasn’t ready for, and why retreating to a smaller manufacturer helped them meet it

30:52 - Banza’s first production run turns to mush when cooked. The solution? “Steep it like tea”

38:44 - The origin of the distinctive orange box

43:53 - Pizza anyone? Banza expands into thousands of stores and launches new products

47:10 - The food safety scare that Brian never saw coming

58:23 - Even in the midst of a crisis, Brian says to “assume positive intent”

This episode was produced by Katherine Sypher, with music by Ramtin Arablouei.

Edited by Neva Grant, with research help from Kerry Thompson. Our audio engineer was Robert Rodriguez.

Follow How I Built This:

Instagram → @howibuiltthis

X → @HowIBuiltThis

Facebook → How I Built This

Follow Guy Raz:

Instagram → @guy.raz

Youtube → guy_raz

X → @guyraz

Substack → guyraz.substack.com

Website → guyraz.com

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.