DEFI Snacks: The New Purpose-Led Brand Challenging Traditional Snacking

DEFI Snacks: The New Purpose-Led Brand Challenging Traditional Snacking
Photo Courtesy: Tatyana Jones / Defi Snacks

By: Nic Abelian

DEFI Snacks, a pioneering brand founded by Tatyana Jones, is set to revolutionize the snacking world with its bold approach to indulgence, health, and purpose. With three decadent chocolate-based flavors—Milk Chocolate, Dark Chocolate, and Dark Chocolate Pink Himalayan Sea Salt—DEFI Snacks delivers clean, functional ingredients that DEFI traditional snacking norms.

The Brand and Its Purpose

DEFI Snacks is more than just a snack—it’s a movement. The brand combines indulgence with functionality, featuring ingredients like casein protein powder, whey crisps, and nutrient-dense buckwheat, a gluten-free superfood known for its regenerative benefits for gut health and soil fertility. DEFI Snacks donates 1% of profits from each bag sold to initiatives that support female-led companies.

“DEFI Snacks is for people who know life isn’t black or white—you can be bold and balanced simultaneously,” says Tatyana Jones, Founder of DEFI Snacks LLC. “Our snacks are indulgent yet packed with clean, functional ingredients that leave you feeling good inside and out. We’re not just redefining snacking; we’re empowering a community of women in business.”

Team Behind DEFI Snacks

Tatyana Jones, Founder/CEO: With over 15 years of marketing experience at companies like Johnson & Johnson, Mars Wrigley, and Bausch + Lomb, Tatyana brings expertise in innovation and retailer engagement. Her experience at Mars Wrigley involved overseeing a substantial portfolio of well-known brands. Tatyana introduced DEFI Snacks in early 2024 while maintaining her full-time position as Brand Director at Bausch + Lomb.

Richard D’Aveni, Strategy Advisor: Richard, a retired strategy professor from the Tuck School of Business, has worked with many senior leaders and written widely read works on competitive strategy. His expertise helps shape DEFI Snacks’ approach to the snacking market.

Jean-François Bonnet, Chef, and Manufacturer: Trained under a two-star Michelin chef, Jean-François has been named one of Dessert Professional Magazine’s “Top Ten Pastry Chefs in America.” As the owner of Brooklyn Born® Chocolate, he has helped scale and finalize DEFI recipes, ensuring the highest quality and taste.

Consumer Insights and Retail Opportunities

In a June 2024 internal survey of 165 participants, most respondents who enjoy chocolate expressed interest in chocolate with added protein, as long as taste and texture were preserved. Fitness-focused respondents, in particular, showed a strong preference for this option as a potential alternative to their current snacks. The survey results suggest the potential for expanded interest and provide insights into how the product might resonate with retail buyers.

DEFI Snacks offers 25–26 grams of protein per bag, appealing to consumers interested in both indulgence and nutritional value. It provides a unique snacking option for retailers looking to expand their offerings without heavily overlapping with existing categories.

Retail Expansion and Distribution

Currently available through the DEFI Snacks website (defisnacks.com), Amazon, and local CrossFit gyms in New Jersey, including Veracity Athletics, DEFI Snacks plans to expand into non-traditional retail outlets, such as gym chains, yoga studios, and other activity-focused venues. The ultimate goal is to achieve national retail distribution in major outlets, offering a product that meets rising consumer demand for functional and indulgent snacks.

Purpose Beyond Profits

DEFI Snacks is focused on supporting women in business. Although only a tiny fraction of venture capital funding goes to female-founded companies, the brand is working to contribute to a more equitable environment by donating a portion of its profits to female-run ventures.

“We’re building a brand with purpose at its core,” adds Jones. “By supporting other female entrepreneurs, we’re creating a ripple effect. Together, we’re not just growing businesses; we’re growing communities.”

About DEFI Snacks

Founded in 2024, DEFI Snacks LLC is a female-led brand committed to redefining snacking, focusing on indulgence, functionality, and empowerment. DEFI Snacks creates a product that satisfies cravings and fuels performance by combining premium chocolate, high-quality protein, and nutrient-dense superfoods. Every purchase supports female entrepreneurs, making DEFI Snacks a snack with a purpose.

Contact: Tatyana Jones
Founder, DEFI Snacks
Email: tatyana.jones@defi-snacks.com
Phone: +1 (732) 589-1418
Website: www.defisnacks.com
Instagram: @defisnacks
Facebook: DEFI Snacks
LinkedIn: DEFI Snacks

 

Published by Iris S.

(Ambassador)

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