Key Takeaways<\/h2>\n\n- Burnley was running Wiley Road Foods when she started her protein-bar brand Circ. <\/li>\n
- Circ is on track to 4X its run rate this year and is available in over 13,000 retail locations. <\/li>\n
- Burnley says founders have to embrace hours of complexity and rejection to succeed.<\/li>\n<\/ul>\n<\/div>\n
This Side Hustle Spotlight Q&A features Theresa Burnley, 65, of Milford, New Hampshire. Burnley was the owner of Wiley Road Foods, which creates and manufactures unusual clean-label baked goods for brands like Trader Joe\u2019s and Milk Bar, when she started her protein-bite brand, Circ<\/a>, on the side in 2023.\u00a0<\/em><\/p>\nAt the end of 2024, Burnley left Wiley Road Foods to focus on Circ full-time. Today, Circ offers six flavors of protein bites. The brand saw about $2 million in revenue last year and is available in over 13,000 retail locations nationwide, including Starbucks and Walmart. Responses have been edited for length and clarity.\u00a0<\/em><\/p>\nImage Credit: Circ. Theresa Burnley.<\/figcaption><\/figure>\nA lifetime of health and nutrition inspires a side hustle<\/h2>\n
When did you start your side hustle, and where did you find the inspiration for it?<\/strong>
As a runner my entire life and a mother to three college athletes, I have always prioritized health and nutrition. After 16 years working behind-the-scenes to ensure other people\u2019s brands tasted amazing, I finally decided it was time to realize my own dream of building an independent natural food brand with my family.\u00a0<\/p>\nI was inspired to create Circ after realizing how antiquated the protein bar space had really become. The bar form no longer met the functional needs of how people eat today: grazing, on the go, GLP-1s, portion control, etc.\u00a0<\/p>\n
What were some of the first steps you took to get your side hustle off the ground? How much money\/investment did it take to launch?<\/strong>
Because we didn\u2019t rely on a co-packer, we could write our own script.\u00a0We had taught ourselves to make ball-shaped food working for Milk Bar.\u00a0Our R&D team were pastry chefs, not food scientists, so they knew how to make food that people love.\u00a0But our innovative packaging, which took a couple of years to develop, was really transformative. We worked to adapt packaging equipment to form the packs, which hold five protein bites, and then with material suppliers to develop the resealable lid.\u00a0All-in, we invested over $1 million in process and product development.<\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/09\/CircPeanut-Chocolate-small-png-2.png\")
Image Credit: Circ<\/figcaption><\/figure>\nNavigating manufacturing and brand-building<\/h2>\n
If you could go back in your business journey and change one process or approach, what would it be, and how do you wish you\u2019d done it differently?<\/strong>
We approached Circ as a manufacturer that has its own brand and over time realized that we\u2019re now a brand that has its own manufacturing.\u00a0If we had it to do again, we\u2019d focus on brand-building earlier.<\/p>\nWhen it comes to this specific business, what is something you\u2019ve found particularly challenging and\/or surprising that people who get into this type of work should be prepared for, but likely aren\u2019t?\u00a0<\/strong>
There are hundreds of failed consumer brands every year. You read about the winners, see them on shelves and in your feed, and I think a lot of people think, How hard can it be?\u00a0<\/em>Even with a differentiated product that meets a consumer need, going from zero to one is very hard.\u00a0 You need a high tolerance for pain.<\/p>\nCan you recall a specific instance when something went very wrong \u2014 how did you fix it?<\/strong>
Knock wood, I wouldn\u2019t say anything has gone very wrong. But\u00a0when you\u2019re a manufacturer and not just a brand, you have to deal with the physical world of trucks that don\u2019t show up, machines that break, materials not to spec.\u00a0A tool for managing all of them is keeping slack in the system: extra capacity, spare parts, buffer inventory, comfortable lead times.<\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/09\/CircGroup.jpg?w=1024\")
Image Credit: Circ<\/figcaption><\/figure>\nAbout $2 million in revenue with a 4X expected run rate<\/h2>\n
How long did it take you to see consistent monthly revenue? What does growth and revenue look like now?<\/strong>
We were lucky to get some early retail placements and had steady revenue soon after we launched at Expo West.\u00a0But it takes longer to become profitable. By manufacturing ourselves, we initially face higher fixed costs than a co-packed brand. But at scale, manufacturing ourselves will give us a significant cost advantage. <\/strong>We did about $2 million in top-line revenue last year and expect we will 4X our run-rate this year.<\/p>\nHow much time do you spend working on your business on a daily, weekly or monthly basis?<\/strong>
In the very beginning, as a side hustle, it was minimal. I was running another business, and we were developing packaging, machines, branding and product.\u00a0Initially, there\u2019s a lot of waiting time. But when Circ started to gain traction, we sold our bakery business. Now, I\u2019m full-time growing Circ. It reminds me of when I had infant twins. The company can\u2019t run itself yet. I\u2019m responsible for everything; the days are long, but it\u2019s very rewarding.<\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/09\/CircPBCC.png?w=1024\")
Image Credit: Circ<\/figcaption><\/figure>\nNo one will understand your business like you do<\/h2>\n
What do you enjoy most about running this business?<\/strong>
Hearing from our customers! We\u2019ve been embraced nationwide since Circ\u2019s inception, and there is nothing like receiving rave reviews from those who love all our brand embodies. I especially love hearing from parents who tell me about how Circ is \u201cthe only healthy food their kids will eat.\u201d<\/p>\nWhat is your best piece of specific, actionable business advice?\u00a0\u00a0<\/strong>
Mentors and community can be a good source of perspective, but as a founder, you ultimately have to embrace the pain of hours, complexity and rejection.\u00a0No one else will spend one-tenth of the time you do thinking about your business, and no one can ever understand it as well.\u00a0You have to listen to all of the voices around you, but ultimately own it completely.<\/p>\n<\/p><\/div>\n\n\nKey Takeaways<\/h2>\n\n- Burnley was running Wiley Road Foods when she started her protein-bar brand Circ. <\/li>\n
- Circ is on track to 4X its run rate this year and is available in over 13,000 retail locations. <\/li>\n
- Burnley says founders have to embrace hours of complexity and rejection to succeed.<\/li>\n<\/ul>\n<\/div>\n
This Side Hustle Spotlight Q&A features Theresa Burnley, 65, of Milford, New Hampshire. Burnley was the owner of Wiley Road Foods, which creates and manufactures unusual clean-label baked goods for brands like Trader Joe\u2019s and Milk Bar, when she started her protein-bite brand, Circ<\/a>, on the side in 2023.\u00a0<\/em><\/p>\nAt the end of 2024, Burnley left Wiley Road Foods to focus on Circ full-time. Today, Circ offers six flavors of protein bites. The brand saw about $2 million in revenue last year and is available in over 13,000 retail locations nationwide, including Starbucks and Walmart. Responses have been edited for length and clarity.\u00a0<\/em><\/p>\n![\"\"](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/09\/CircTheresa.jpg?w=683\")
Image Credit: Circ. Theresa Burnley.<\/figcaption><\/figure>\nA lifetime of health and nutrition inspires a side hustle<\/h2>\n
When did you start your side hustle, and where did you find the inspiration for it?<\/strong>
As a runner my entire life and a mother to three college athletes, I have always prioritized health and nutrition. After 16 years working behind-the-scenes to ensure other people\u2019s brands tasted amazing, I finally decided it was time to realize my own dream of building an independent natural food brand with my family.\u00a0<\/p>\n<\/p><\/div>\n
This Side Hustle Spotlight Q&A features Theresa Burnley, 65, of Milford, New Hampshire. Burnley was the owner of Wiley Road Foods, which creates and manufactures unusual clean-label baked goods for brands like Trader Joe\u2019s and Milk Bar, when she started her protein-bite brand, Circ<\/a>, on the side in 2023.\u00a0<\/em><\/p>\n At the end of 2024, Burnley left Wiley Road Foods to focus on Circ full-time. Today, Circ offers six flavors of protein bites. The brand saw about $2 million in revenue last year and is available in over 13,000 retail locations nationwide, including Starbucks and Walmart. Responses have been edited for length and clarity.\u00a0<\/em><\/p>\n When did you start your side hustle, and where did you find the inspiration for it?<\/strong> I was inspired to create Circ after realizing how antiquated the protein bar space had really become. The bar form no longer met the functional needs of how people eat today: grazing, on the go, GLP-1s, portion control, etc.\u00a0<\/p>\n What were some of the first steps you took to get your side hustle off the ground? How much money\/investment did it take to launch?<\/strong> If you could go back in your business journey and change one process or approach, what would it be, and how do you wish you\u2019d done it differently?<\/strong> When it comes to this specific business, what is something you\u2019ve found particularly challenging and\/or surprising that people who get into this type of work should be prepared for, but likely aren\u2019t?\u00a0<\/strong> Can you recall a specific instance when something went very wrong \u2014 how did you fix it?<\/strong> How long did it take you to see consistent monthly revenue? What does growth and revenue look like now?<\/strong> How much time do you spend working on your business on a daily, weekly or monthly basis?<\/strong> What do you enjoy most about running this business?<\/strong> What is your best piece of specific, actionable business advice?\u00a0\u00a0<\/strong> This Side Hustle Spotlight Q&A features Theresa Burnley, 65, of Milford, New Hampshire. Burnley was the owner of Wiley Road Foods, which creates and manufactures unusual clean-label baked goods for brands like Trader Joe\u2019s and Milk Bar, when she started her protein-bite brand, Circ<\/a>, on the side in 2023.\u00a0<\/em><\/p>\n At the end of 2024, Burnley left Wiley Road Foods to focus on Circ full-time. Today, Circ offers six flavors of protein bites. The brand saw about $2 million in revenue last year and is available in over 13,000 retail locations nationwide, including Starbucks and Walmart. Responses have been edited for length and clarity.\u00a0<\/em><\/p>\n When did you start your side hustle, and where did you find the inspiration for it?<\/strong>A lifetime of health and nutrition inspires a side hustle<\/h2>\n
As a runner my entire life and a mother to three college athletes, I have always prioritized health and nutrition. After 16 years working behind-the-scenes to ensure other people\u2019s brands tasted amazing, I finally decided it was time to realize my own dream of building an independent natural food brand with my family.\u00a0<\/p>\n
Because we didn\u2019t rely on a co-packer, we could write our own script.\u00a0We had taught ourselves to make ball-shaped food working for Milk Bar.\u00a0Our R&D team were pastry chefs, not food scientists, so they knew how to make food that people love.\u00a0But our innovative packaging, which took a couple of years to develop, was really transformative. We worked to adapt packaging equipment to form the packs, which hold five protein bites, and then with material suppliers to develop the resealable lid.\u00a0All-in, we invested over $1 million in process and product development.<\/p>\nNavigating manufacturing and brand-building<\/h2>\n
We approached Circ as a manufacturer that has its own brand and over time realized that we\u2019re now a brand that has its own manufacturing.\u00a0If we had it to do again, we\u2019d focus on brand-building earlier.<\/p>\n
There are hundreds of failed consumer brands every year. You read about the winners, see them on shelves and in your feed, and I think a lot of people think, How hard can it be?\u00a0<\/em>Even with a differentiated product that meets a consumer need, going from zero to one is very hard.\u00a0 You need a high tolerance for pain.<\/p>\n
Knock wood, I wouldn\u2019t say anything has gone very wrong. But\u00a0when you\u2019re a manufacturer and not just a brand, you have to deal with the physical world of trucks that don\u2019t show up, machines that break, materials not to spec.\u00a0A tool for managing all of them is keeping slack in the system: extra capacity, spare parts, buffer inventory, comfortable lead times.<\/p>\nAbout $2 million in revenue with a 4X expected run rate<\/h2>\n
We were lucky to get some early retail placements and had steady revenue soon after we launched at Expo West.\u00a0But it takes longer to become profitable. By manufacturing ourselves, we initially face higher fixed costs than a co-packed brand. But at scale, manufacturing ourselves will give us a significant cost advantage. <\/strong>We did about $2 million in top-line revenue last year and expect we will 4X our run-rate this year.<\/p>\n
In the very beginning, as a side hustle, it was minimal. I was running another business, and we were developing packaging, machines, branding and product.\u00a0Initially, there\u2019s a lot of waiting time. But when Circ started to gain traction, we sold our bakery business. Now, I\u2019m full-time growing Circ. It reminds me of when I had infant twins. The company can\u2019t run itself yet. I\u2019m responsible for everything; the days are long, but it\u2019s very rewarding.<\/p>\nNo one will understand your business like you do<\/h2>\n
Hearing from our customers! We\u2019ve been embraced nationwide since Circ\u2019s inception, and there is nothing like receiving rave reviews from those who love all our brand embodies. I especially love hearing from parents who tell me about how Circ is \u201cthe only healthy food their kids will eat.\u201d<\/p>\n
Mentors and community can be a good source of perspective, but as a founder, you ultimately have to embrace the pain of hours, complexity and rejection.\u00a0No one else will spend one-tenth of the time you do thinking about your business, and no one can ever understand it as well.\u00a0You have to listen to all of the voices around you, but ultimately own it completely.<\/p>\n<\/p><\/div>\nKey Takeaways<\/h2>\n
\n
A lifetime of health and nutrition inspires a side hustle<\/h2>\n
As a runner my entire life and a mother to three college athletes, I have always prioritized health and nutrition. After 16 years working behind-the-scenes to ensure other people\u2019s brands tasted amazing, I finally decided it was time to realize my own dream of building an independent natural food brand with my family.\u00a0<\/p>\n<\/p><\/div>\n