Cynthia Tice

Cynthia Tice got her start in the natural foods industry before green juice was cool. She opened a natural foods grocery store, Center Foods, in Philadelphia in 1978, and owned and operated that store for 20 years. As supermarkets realized the staying power of natural and organic foods, Tice began consulting retailers on how to launch or build out their natural and organic offerings. She also began advising brands looking to launch natural and organic products In 2008, Cynthia became aware of a growing trend for naturally sweetened no added sugar foods. Her entrepreneurial journey led her to create Lily’s, a line of delicious, no sugar added treats that has disrupted the confection and baking categories since its introduction in 2012. Following the successful national Whole Foods launch of the four original bars, she launched Lily’s No Sugar Added Baking Chips in September of 2014, which quickly became the #1 item in the Natural Channel Grocery Category. In 2018, she partnered with private equity firm, VMG, to capitalize on Lily’s explosive growth. In June 2021, Lily's was acquired by The Hershey Co., making it one of the largest snack food brand deals of the year. Today, Lily's Sweets remains a leader in the no added sugar movement. Lily's Sweets has been recognized by Forbes as a "mission-driven company reinventing the packaged food industry,” as well as Nosh’s Brand of the Year 2021. Cynthia exited Lily’s in 2021 and joined consulting firm Beyond Brands in 2022. Cynthia spends her time working with Non-Profits, serving on boards, and mentoring young entrepreneurs. She lives in Philadelphia with her husband, Dennis, of 30+ years, near her father, her children and new grandchild, and four family dogs!

Main Focus:
Brand Building

Brand Experience:
Lily’s Sweets