Founder Spotlight: Sandra Kluge of sundry
Meet Sandra Kluge
Sandra Kluge launched sundry in New York in early 2026 with a nut-free protein bar handmade in the city and a distribution strategy that consists of walking. The bars are delivered on foot by Kluge, a bootstrapped operation that scales exactly as far as one person can carry it.
Company:
sundry
sundry is the only vegan, nut-free protein bar with sophisticated flavors for adults. 16g protein, 7g fiber, handmade in nyc with only real ingredients, and delivered on foot by the founder.
Location:
New York, New York
When did you launch the business?
Early 2026
Startup Stage?
Bootstrapped
How did this business start?
sundry started because I couldn't find an actually optimal protein bar. As a highly active person who is out all day every day, I've been relying on protein bars for years, but kept running into the same problem: either they taste like candy when I want a substantial snack, they're loaded with sugar or artificial sweeteners, or always come in the same flavors that seem to cater to a child's palate (why is every bar pb chocolate or birthday cake flavored?). I wanted something made from real ingredients that fuels my body and tastes enjoyable.
So I started experimenting with ingredients and processes, sampled with friends and friends of friends, and adjusted texture and taste until everything came together.
What's one thing you're proudest of so far?
I still proudly recall the moment that the recipe came together perfectly: The texture was on point, the taste was balanced, and the nutritional value was exactly what I wanted. I had just created a product that made me genuinely proud to put my name on. No matter what other obstacles I'm facing, I know that my product itself is strong.
What's been the most surprising or challenging part of building this business?
Navigating regulations has been one of the more challenging aspects, and with almost zero food industry background I'm definitely learning a lot as I go. My main challenge right now is going from "people like my bars when they try them" to an actual profitable business with consistent sales and wholesale accounts.
What do you bring to this community, and what are you hoping to find?
I am extremely driven and enthusiastic to build things - being a solo founder, you can probably already tell that I'm very self-starting and detail-oriented. I don't accept excuses, and I love connecting with other people who are similarly ambitious to make things happen. I hope to find valuable resources and contacts that support me in this exciting journey, and give back just as much and more.
What's something people would be surprised to learn about you?
I was a full-time musician for over 10 years - my main instrument being tap percussion.
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