Lifestyle coach Nick Bilton is back in the grocery-store world.
He’s the man behind the Instagram and Pinterest accounts, and he’s not happy about what’s happening with the brand.
“The brand has been a complete and utter failure,” Bilton told Business Insider in an exclusive interview.
The first wave of the BrandBasket product line, launched last year, included a slew of products including organic foods, gluten-free and vegan foods.
“It was like an avalanche, and then they went in another direction,” he said.
The brand is now focused on natural foods, as well as organic and sustainable farming, which means the company’s products are not only gluten-Free, they also come in flavors like almond, rice, coconut, hemp, and other organic and vegan options.
“There are so many other brands that have been doing the same thing, so I’m just happy to see them take a second look,” Biltons cofounder, Josh Haggerty, told Business Insider.
Biltings first Instagram account was launched back in 2014, and was an attempt to connect with followers who were interested in natural and organic products.
Bilton’s first Instagram post, which is still up today, featured the hashtag #lifestyle.
“I got bored of being a lifestyle blogger, and so I made this Instagram account,” he wrote.
“Because I knew that my fans would want to hear from me, I would just write the things that I wanted to hear, and they would reply back with things they liked, and I would write a post about it.”
Biltons Instagram account has gained over a million followers.
But now that he’s back at work, he has an even bigger problem: he’s starting to get sick.
“In the last month or so, I’ve been having weird stomach cramps, I just have so many bad bugs coming in,” he explained.
“And so, since I’m sick of being sick, I decided to go for a walk.”
He stopped working, and has been at home since, but has not returned to the restaurant, he said, because of the new health concerns.
He has no clue how long he’ll be at it, but he wants to keep doing what he loves, even if it means spending more time away from his family.
“We’re going to do whatever we can to keep the family and the brand together, and we have to do that because there’s so much we have in common,” he told BusinessInsider.
“If we don’t do that, we’re going back to being a brand that is just a vanity brand that people just go to Instagram and see.”