Sometimes a breakthrough is just the beginning.
When Roberto Capodieci first invented the now industry-standard technique of ultrasonic cutting, he was looking to eliminate waste in food production for a major snack manufacturer. He began experimenting with a technology that had existed for decades but never applied to food at this scale: high-frequency, low-amplitude ultrasonic vibrations. Roberto discovered that a blade vibrating at high frequency could cleanly cut snack bars from larger slabs without wasteful scrap — a novel solution in itself. But Roberto isn’t the type to settle for a single breakthrough. Where some might stop at one momentous accomplishment, Roberto saw nothing but more possibility.
Ideas are like people: they go from good to groundbreaking when you recognize their potential.
True purpose can’t be defined by someone else’s agenda.
To understand how the SOUND technology came to be, you have to understand Roberto’s life purpose. A lifelong inventor with 30+ food patents to his name, Roberto believes that the wholehearted mastery of a single passion illuminates deeper truth into the interconnectedness of all things. Naturally, his first breakthrough in ultrasonics only sparked more invention, but these bold ideas didn’t always match up with the business priorities of the large corporation he worked for at the time.
When Roberto developed a new use of ultrasonics that could gently vibrate dry ingredients into a shape without the use of high heat, he knew he’d found his greatest achievement — a technology that could change food production forever. He decided to leave the company to fully pursue this new discovery. But technologies are not companies, and he still needed someone else who understood its full potential. Enter our CEO, Don Dillon.
It’s not about the technology’s potential. It’s about your potential.
Don comes to the snacking industry with fresh eyes. Maybe that’s why, when he learned about Roberto’s invention, he could immediately see the value that more established snack companies had missed.
You see, Don has some experience looking at tech capabilities and seeing opportunities other people don’t. Before he met Roberto, Don had built a business using a new glass technology to improve school and hospital construction, and before that, he was a finance guy handling investments at a billion dollar scale. But when he saw Roberto’s creation, Don wasn’t thinking about manufacturing efficiencies — he was thinking about human potential.
That’s what’s different about Don. Helping people reach their potential isn’t just a feel-good concept to him — it’s his fundamental purpose and SOUND’s driving spirit. Don’s always lived to make an impact, not through his own achievements but by empowering others to achieve. In Roberto’s technology, Don saw a chance to create a clean snack that would make it easier for people to perform at their best. He saw an opportunity to change the world in an entirely different way: by fueling the world’s change-makers.
Don’t let anyone tell you what’s best for you. Not even us.
Don’s not the only one who’s not from this industry. Our brand guy, Dave, comes from the world of sneakers, not snacks. After a decade bringing brand stories to life for the giants of athletic wear, Dave still sincerely believes in the power of an inspired life. But he’s also grown skeptical of the kind of success that can only be measured in wins and losses.
When he met Don, Dave had already transitioned from sneakers to startups. He found that he thrives in startup culture, where failure isn’t the opposite of success, but a messy, sometimes uncomfortable, always necessary part of the process in a bold new endeavor. And SOUND was the kind of grand, world-changing endeavor he’d been looking for.
Nutrition isn’t competitive. Your success doesn’t hinge on someone else’s failure. And, despite what the latest health fads or wellness experts might tell you, there’s no single right or wrong way to go about it. The best judge of what feels right to you is… you.
We are what we do, not what we say. At SOUND, that means providing the cleanest, most transparent snack we possibly can right now, so you can feel good and do better. What does “better” feel like? That’s up to you.