. >> the original idea for birch benders came up when i woke up one morning, i was really hungry, wantedancakes, but i didn't want to go to the trouble of making pancakes. >> the hospital duo says it took 99 taste tests to settle on their one step recipes which only require water. >> millennials like things fast and quick but delicious. so we wanted to make the best possible pancake experience with the least possible work. >> i had a feeling we were on to something because there wasn't anything like that. i truly fundamentally from the bottom of my heart believed that this would work. but it took a while. >> we would go to the stores and do two a day demos and we did that every day for a year. >> the concept paid off. the business now taking a bite out of an industry that serves up more than 200 million americans a year. >> we have 15 different heads of pancake, cinnamon, organic chop lat chip, pumpkin spice, butter milk. >> sold at 6,000 groceries and big box retailers across the country. >> and it's very rewarding to see how far it's come. . >> pillow talk is a lot of pancake talk. >>