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Feed the Need

The advertising industry is getting a tasty treat. Meet the entrepreneurs behind it all.

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This story appears in the April 2007 issue of Entrepreneur. Subscribe »

Many dismissed the flavored wallpaper scene in Willy Wonka& the Chocolate Factory as childhood fantasy, but for Adnan Aziz, it was a revolutionary idea with real-life potential. In January 2005, he partnered with seasoned entrepreneurs Jay Minkoff, 48, and Josh Kopelman, 35, to launch First Flavor in Bala Cynwyd, . Together, they refined the idea of edible strips that allow consumers to sample a product's flavor before buying. These tasty tools are deliverable via methods like in-store coupon dispensers and direct mailings.

Using tried-and-true tactics, namely product research and focus groups, the partners brought the innovative strips to market just this quarter. Companies specializing in everything from candies to alcoholic beverages want a piece of the action, and 2007 sales are projected to hit between $3 million and $5 million. Says Aziz, 24, "I had a dream; now I'm getting a chance to give it to the world."

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