How do you turn nostalgia into a modern startup?
In this episode of Kasa Connect, we sit down with Jordan Abrahams — Head of Growth, marketing veteran, and co-founder of Neat Sweets, a low-sugar candy brand with a cult following.
Jordan shares how he went from corporate FMCG to fintech and then into sweets — breaking down viral TikTok moments, lessons from failed startups, and what it really takes to lead growth at a unicorn company.
Whether you’re a founder, marketer, or dreamer, you’ll get practical insights into building a brand, going viral, choosing the right co-founders, and keeping your sanity while juggling multiple ventures.
00:00 – The Viral TikTok Hook & Unicorn Startup
00:55 – Introducing Neat Sweets
01:17 – Entrepreneurial Beginnings
01:48 – Lessons from E-commerce Failures
02:32 – Transition to Fintech
02:57 – Viral Marketing in Fintech
04:36 – Managing at a Unicorn
04:54 – Delegation & Leadership Skills
05:15 – Neat Sweets Product Development
06:05 – Co-founder Dynamics & Decision Making
06:26 – Competitive Landscape
07:13 – Flavor Innovation & Team Pitches
07:37 – Brand Personality & Dream Collaborations
08:04 – Go-to Snacks & Cultural Favorites
08:22 – Founder Myths & Realities
09:05 – Motivation & Family Influence
10:03 – Dealing with Overcommitment
10:48 – Passion for Marketing & Blurred Roles
11:11 – Consumer Goods Marketing Tips
12:28 – Neat Sweets’ Future Vision
13:29 – Omnichannel Strategy & Brand Building
14:06 – Founder-Led Marketing Debate
15:04 – Viral Buckingham Palace TikTok
15:43 – Marketing Failures & Lessons
16:02 – Planned vs. Authentic Content
16:53 – Startup vs. Unicorn Marketing
17:47 – Landing a Unicorn Role
18:55 – Personal Branding & Networking
20:31 – Working on Multiple Projects
22:40 – Work-Life Balance & Passion
24:14 – Solo vs. Team Entrepreneurship
25:32 – Choosing Co-founders & Team Dynamics
26:52 – Essential Co-founder Qualities
27:54 – Favourite Café Drink
28:25 – Connecting with Listeners
29:13 – Best Advice Not Taken