Debbie Adler, Founder & CEO of Sweet Debbie’s, on Building a Sugar-Free, Oil-Free Granola Brand Rooted in Healing and Intention

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After a career as a CPA on Wall Street, Debbie Adler chose a different path. She founded Sweet Debbie’s, a sugar-free, oil-free granola brand made with organic nuts, oats, seeds, superfoods, adaptogens, and probiotics for people who care deeply about how they feel and what they eat.

Built on transparency, ingredient integrity, and intentional nourishment, Sweet Debbie’s has grown into a brand that women trust and invite into their homes, their mornings, and their healing journeys.

Please share a brief introduction and your business:

I am the kind of person who always reads ingredient labels like they're mystery novels, so naturally I started a sugar-free, oil-free granola brand using organic nuts, oats and seeds as well as superfoods, adaptogens and probiotics.

Take us back to when you launched? What was your marketing strategy?

I focused on education without preaching, and transparency about ingredients. Word of mouth was a strong growth driver and so was my storytelling.

I didn't try to appeal to everyone. The people who care about feeling better and eating with intention found Sweet Debbie's.

Did you always know you wanted to be an entrepreneur?

No. What I did know was that I wanted meaning. Creativity. Autonomy. I wanted to feel fulfilled and have purpose.

What accomplishments are you the most proud of to date in your business?

My biggest accomplishment to date is that Sweet Debbie's granola has become something people trust. People invite it into their homes, their mornings, and their healing journeys.

What is one thing you wish you had known when you started your Entreprenista journey?

The one thing I wish I knew is that asking for help doesn't mean you're failing - it means you're smart.

When hiring, what is your go-to interview question?

"How do you show up when no one's watching?"

What did you do before starting your own business?

Before I started Sweet Debbie's I was a CPA on Wall Street.

What made you take the leap to start your own business?

It was a slow, persistent knowing over time that I was living someone else's definition of success. It was respectable, stable and impressive to be a CPA, but I felt disconnected from my creativity, and the part of me that wanted to make something that actually nourished people in a tangible everyday way.

Starting Sweet Debbie's wasn't about "leaving Wall Street", it was about choosing myself and building something that aligned with my values. I wanted to create food that helped people stay healthy, heal and thrive.

Do you have any recent wins?

My biggest win was internal: recognizing my limits, prioritizing my health, and understanding that sustainable growth requires rest, boundaries and support.

What's one app on your phone that you cannot live without?

I can't live without the Calm app because it's sanity in my pocket.

Who are your customers?

My customers are mostly smart, value-driven, slightly tired women over 40 who are feeling the effects of stress, perimenopause/menopause, brain fog, poor sleep and inflammation.

Are you a mamaprenista?

Yes. My best advice for simultaneously managing a business and a family is cry if you need to, take care of your kids if they get sick, and then get back to work.

What's your top productivity tip?

My top productivity tip is to treat rest, nourishment and boundaries as part of the job.

What's your favorite business tool?

I love RealTime Stack because it shows me when customers are going into my online store and what they're browsing.

What's your approach to work-life balance?

My approach to work-life balance is intentional and flexible. I step back when I'm tired and make sure I walk my dog at least twice a day. That grounds me and keeps me sane.

How do you avoid burn-out?

The same way you stay productive. By prioritizing your rest, nourishment and boundaries.

What advice do you have for aspiring Entreprenistas?

Believe you can do anything. Because you can.

Debbie Adler’s journey is a reminder that building a business can be about more than growth or revenue. It can be about alignment, intention, and creating something that truly supports people in their everyday lives.

If you’re a mission-driven woman founder looking for meaningful relationships, real-world insights, and direct access to opportunities that help you grow, Entreprenista was built for you. Learn more about joining Entreprenista League.

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