Lasso is bringing consumers back to gelatin

NEW YORK — Clarke Pennington is obsessed with sweet treats. His body, however, doesn’t support his obsession.

The South Carolina-native turned New York-based entrepreneur regularly struggled with chronic pain, and a visit to a nutritionist led to the discovery that he was intolerant of gluten and refined sugars.

Refusing to give up his nightly cravings, he turned to the kitchen to formulate his own sweet snacks that his body could digest while maintaining his protein- and fiber-focused dietary goals. He found that gelatin, a snack from his childhood, was a simple vehicle.

“(My gelatin) was something I was making on a regular basis, and, when I started walking the (snack) aisle, I realized that it was an under-innovated opportunity,” Pennington said. “I was working at a hedge fund at the time and had access to (packaged food and beverage) data, and I realized there was quite a substantial opportunity here.”

The insight led Pennington to take the risk of departing the hedge fund to launch Lasso, a “better-for-you” gelatin brand formulated with protein and fiber. The brand debuted in February 2026 after a year of preparation and research.

The business is currently self-funded.

Pennington said the gelatin category is “largely controlled by two legacy players,” both of which have neglected to focus on innovation. He added that the surge of convenient snacking options such as yogurt and protein bars, paired with the “demonization of sugar and artificial dyes” have caused consumers to pivot away from consuming gelatin.

“It’s been kind of a forgotten category for a while,” Pennington said.

Clarke Pennington, founder and chief executive officer of Lasso.

| Photo: Lasso

The brand’s lineup features ready-to-eat flavors such as orange cream, crisp apple and watermelon lime. Each variety contains 10 grams of protein derived from grass-fed cattle, 5 grams of prebiotic fiber and is free from gums, carrageenan and artificial sweeteners.

The Lasso founder chose grass-fed bovine gelatin as his primary protein source because it supports halal and kosher diets. The protein source’s diet is also more appealing to consumers when viewed on a product’s label.

“Grass-fed beef is something that consumers are aware of versus pork,” Pennington said. “You don’t really consider what pigs are eating … most are probably slop-fed, and that’s not something you’d want to write on a label.”

Pennington hopes Lasso will appeal to women between the ages of 45 and 65 years. He said his research suggested the demographic was bound to see gelatin as a nostalgic snack, and the better-for-you formulation has the potential to make the snack a household staple for families.

Lasso’s gelatin is distributed via a direct-to-consumer model, with the products available as a one-time purchase or through a subscription. The products may also be found in select New York-based grocers.

Pennington said the brand is in the early stages of securing partnerships with natural grocers to make the product available to retailers nationally.

“I’m so interested in getting more people to come back to (gelatin),” Pennington said. “I think that, once I see people trying this, they’ll (remember) how good the snack can be, and perhaps it’s not just a children’s snack or something reserved for hospitals.”