About Lizanne

Years before she became a world-renowned CEO, Lizanne Falsetto began her entrepreneurial journey at her kitchen table, inspired both by a family recipe and a desire to solve a personal problem. On that table, the original thinkThin® bar was created: a revolutionary bar that would become one of the most sought-after health foods on the market. 

Lizanne is a prescient food pioneer and protein expert who understood the benefits of a high-protein, low-sugar lifestyle 20 years before the widespread adoption of the ketogenic diet. As thinkThin® scaled to reach a global audience, Lizanne became the first in the industry to stamp “gluten-free” on product packaging, ultimately paving the way for an entirely new retail category on store shelves: the nutrition bar. Lizanne’s original instinct for a clear market opportunity in health food evolved into a 20-year tenure as CEO of one of the fastest-growing health food brands in history. thinkThin® was acquired by Glanbia in late 2015.

For the next 5 years, Lizanne kept a finger on the pulse of food innovation. In 2020, as the pandemic disrupted life the world over, she was intrigued by the influx of food scientists creating cleaner, alternative proteins without the direct use of animals. These discoveries rekindled her entrepreneurial verve and led her to establish betterland foods™, a new venture committed to creating craveable, delicious foods that are better for people – and better for the planet.

Over the course of five years, Lizanne closely monitored evolving trends in food innovation. The onset of the 2020 pandemic, which reshaped global lifestyles, particularly caught her attention with the rise of food scientists innovating in cleaner, animal-free alternative proteins. This surge in sustainable food technology led her to found betterland foods™, a venture embodying her commitment to crafting foods that not only tantalize the taste buds but also contribute positively to personal health and environmental sustainability. Lizanne continues to champion the vision of a kinder, more sustainable food system with clean and protein-rich products.

Lizanne is also an active member of the Pacific Coast Gold & Le Mess chapters of the Young Presidents’ Organization (YPO). Network Chair and a board member of the YPO Health & Wellness Network. She was Chapter Chair of YPOPCG in 2021/22. Her work and opinions have been featured in TIME, Forbes, Fast Company, Inc, and more.