Hundy began with a routine problem that Aviv Schor and Michelle Schor encountered as new parents. Trips to the grocery store led to the same result. Products labeled as healthier options still contained added sugar and long ingredient lists. That pattern pushed them to consider a simpler approach to a familiar type of snack.
They decided to make their own version at home. The idea centered on removing extra ingredients rather than adjusting them. Early tests focused on freezing whole fruit in a way that could be eaten as a handheld treat. That process became the basis for Hundy, which launched in 2024 as a frozen fruit pop made from a single ingredient.
Aviv Schor brought experience in brand development and partnerships from earlier work in marketing and nonprofit programs. Michelle Schor had a background in marketing, operations, and business development, including growing a small agency into a larger team. Jayna DeCarlo joined as part of the founding group, contributing to the early structure and rollout as the product moved from concept into production.
Hundy operates with a straightforward model. The product line centers on frozen fruit pops produced without added ingredients, and sales take place through the brand’s website and through retail partnerships. The business also relies on in-person promotion, including pop-up events and product demonstrations in stores, which help introduce the product directly to shoppers.
Growth followed as distribution expanded beyond early local reach. The product moved into regional grocery chains and appeared at industry trade events, where buyers and retailers could sample it. Media coverage and a television appearance brought wider attention, which led to more retail placements and a larger customer base.
The work still reflects the original decision made in a grocery aisle. A small change in how a common snack was made became the basis for a business, shaped by three founders who built it step by step from a household idea into a product found in stores.
