Rule Breaker Snacks

What Rule Breaker Snacks does

Rule Breaker Snacks is a Brooklyn-based, founder-led packaged food company that produces vegan, gluten-free, and Top 11 allergen-free soft-baked brownies, blondies, cookies, and bites. Founded in 2015 by Nancy Kalish (Founder and Chief Rule Breaker), the company differentiates through a proprietary chickpea-first formulation that delivers protein and fiber while excluding peanuts, tree nuts, dairy, eggs, soy, sesame, coconut, mustard, fish, shellfish, and wheat/gluten, and through manufacturing in a Certified Gluten-Free, Top 11 Allergen-Free Facility that also meets vegan, Kosher, and non-GMO standards.

The product line spans full-size singles ($24.99–$25.00 per box of 12), bite-size formats ($4.99 and up), half-size individually wrapped Juniors, seasonal limited editions, sampler bundles, gift cards, and branded merchandise. Rule Breaker monetizes through three primary streams: direct-to-consumer e-commerce on Shopify with subscriptions; wholesale distribution via national and specialty distributors (UNFI, KeHE, DPI, Vistar) and marketplaces (Mable, Faire, Airgoods); and physical grocery retail including Kroger, plus foodservice and campus dining channels.

The company has raised approximately $171,592 across two disclosed funding events (2021 and 2022), operates with 1–10 employees, and serves the contiguous 48 U.S. States. Marketing is driven by Shark Tank visibility, recurring features in BuzzFeed, VegNews, Allergic Living, New York Post, and Whole Food Magazine, and a broad organic social presence. There are no disclosed institutional investors and no parent company, indicating a privately held, founder-controlled operating model.

Name

Rule Breaker Snacks

Legal name

Rule Breaker Snacks

Website

https://rulebreakersnacks.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Rule Breaker Snacks is a Brooklyn-based, founder-led packaged food company that makes vegan, gluten-free, and Top 11 allergen-free chickpea-based brownies, blondies, cookies, and bites sold via Shopify DTC, national distributors, and grocery retail across the contiguous 48 U.S. States.

Ownership category

akta.pro rank

Product category

Allergen-Free Snack Foods

NAICS

Bakeries and Tortilla Manufacturing (3118), Food Manufacturing (311)

SIC

Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industries

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Snacks & Small Bites (Protein Boxes, Snack Packs, Charcuterie Cups) (CRAHAKAH)

Keywords

• Allergen-free snacks
• Vegan baked goods
• Gluten-free cookies
• Chickpea protein bars
• Plant-based treats

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through rulebreakersnacks.com using Shopify platform. Products shipped directly to consumers within contiguous 48 U.S. States. Offers subscription/recurring purchase options with cancellation flexibility.
2. Wholesale Distribution: Products sold through wholesale channels including national distributors (UNFI, KeHE, DPI, Vistar) and marketplace platforms (Mable, Faire, Airgoods) to grocery retailers, foodservice operators, and campus dining programs.
3. Subscription/Recurring Purchases: Subscription model allowing repeat deliveries with flexible duration and frequency options. Payment charged for each delivery unless advance payment selected. Auto-renewal available.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels11 records

Core offering

Rule Breaker Snacks manufactures and sells chickpea-based soft-baked brownies, blondies, cookies, and bite-size snacks that are vegan, certified gluten-free, non-GMO, Kosher, and free from all top 11 major food allergens (peanuts, tree nuts, dairy, eggs, soy, sesame, coconut, mustard, fish, shellfish, and wheat/gluten). The company sells directly to consumers through its Shopify-powered website with subscription options, and distributes wholesale through national distributors and marketplace platforms to grocery retailers, foodservice operators, and campus dining programs in the United States.

Product overview

Rule Breaker Snacks is a single-brand snack food company offering a focused portfolio of allergen-free, vegan, gluten-free baked goods. The core product line consists of soft-baked brownies, blondies, and cookies available in full-size singles (Deep Chocolate Brownies, Birthday Cake Blondies, Chocolate Chunk Blondies, and Candy Crunch) and bite-size formats (Chocolate Brownie Bites and Birthday Cake Bites). Seasonal and limited edition flavors include Mint Chocolate Brownie Bites, Pumpkin Spice Bites, Gingerbread Juniors, and Halloween Trick-or-Treat Juniors. The company also offers variety sampler packs (Everyday Snack Sampler, Holiday Snack Sampler, and Combo Packs), merchandise items (mug, baseball cap, hoodie), and gift cards. All products share a chickpea-based formula free from the top 11 food allergens and are marketed as better-for-you snacks with protein, fiber, and reduced sugar compared to traditional baked goods.

Differentiator

Problem solved

Functional benefit

Products and services

• Deep Chocolate Brownies Soft-baked, fudgy chocolate brownie made with chickpeas as the first ingredient. Vegan, gluten-free, and free from the top 11 allergens, packed with protein and fiber and roughly half the calories of a traditional brownie. Sold as a full-size single (box of 12) for consumers seeking allergen-free baked treats.
• Birthday Cake Blondies Soft-baked blondie studded with white chocolate chips and rainbow sprinkles colored naturally by plants. Made with chickpeas as the first ingredient. Vegan, gluten-free, and top-11-allergen-free, sold as a full-size single (box of 12).
• Chocolate Chunk Blondies Soft-baked blondie packed with chocolate chunks. Made with chickpeas as the first ingredient. Contains protein and fiber, less sugar, and roughly half the calories of a traditional blondie. Sold as a full-size single (box of 12).
• Candy Crunch Soft-baked vanilla cookie packed with colorful, candy-coated chocolate bits. Top 11 Allergen-Free, vegan, and gluten-free, with chickpeas as the first ingredient. Marketed as a new craveable classic for snacking.
• Chocolate Brownie Bites Chewy, bite-size brownie pieces studded with chocolate chips. Made with chickpeas as the first ingredient. Soft-baked, 100 calories per serving. Vegan, gluten-free, and top-11-allergen-free. Sold as bagged snacks starting at $4.99 per bag.
• Birthday Cake Bites Bite-size birthday cake-flavored blondie pieces with white chocolate chips and rainbow sprinkles. Soft-baked, 100 calories per serving. Made with chickpeas as the first ingredient; vegan, gluten-free, and top-11-allergen-free.
• Mint Chocolate Brownie Bites Fudgy bite-size brownies with white and dark chocolate chips and cool peppermint. Limited edition seasonal flavor positioned for holiday gifting and snacking.
• Pumpkin Spice Bites Soft-baked bites featuring real pumpkin, smooth white chocolate chips, and warm spice. No artificial orange colors or pumpkin flavoring. Limited edition seasonal product.
• Gingerbread Juniors Half-size soft-baked gingerbread-flavored brownie pieces with white chocolate chips, warm ginger, cinnamon, and all-spice. Individually wrapped, 110 calories each, lunchbox ready.
• Trick-or-Treat Halloween Brownie Juniors Value Pack Value pack of 24 individually wrapped chocolate brownie juniors. Allergy-friendly treats for Halloween, classroom festivities, and spooky celebrations. Soft-baked and packed with chocolate chips.
• Everyday Snack Sampler Bundle including 6 bags of Chocolate Brownie Bites and 6 bags of Chocolate Chip Bites. Classic flavor sampler for everyday snacking at $53.98.
• Holiday Snack Sampler Limited edition holiday value bundle including 6 bags of Mint Chocolate Brownie Bites and 6 bags of Pumpkin Spice Bites. Festive duo for holiday snacking and gifting.
• Brownie and Birthday Cake Single Combo Pack Variety pack including two Chocolate Brownie singles and two Birthday Cake singles. Soft-baked, allergen-friendly snacks in convenient 1.9-ounce portions.
• Rule Breaker Snacks Gift Card Digital gift card available in denominations of $10, $25, $50, and $100. Delivered as a coupon code via email with free shipping on gift card purchases.
• Rule Breaker Mug Ceramic mug with Rule Breaker logo and yellow interior. 12oz capacity. Marketed for morning coffee or afternoon tea; subscription discounts available.
• Rule Breaker Baseball Cap Pink baseball cap with embroidered yellow Rule Breaker logo on front. 100% cotton, adjustable back, one size fits most; subscription discounts available.
• Rule Breaker x Reese Deluca Hoodie Limited-edition collaborative hoodie featuring embroidered Rule Breaker logo and Plant-Based Snack Monster text down the sleeves. Available in multiple sizes.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• UNFIcoreChannel Partner/ Reseller/ DistributorMajor national distributor making Rule Breaker Snacks available to grocery retailers, foodservice operators, and campus dining programs across the United States.
• KeHEcoreChannel Partner/ Reseller/ DistributorNational specialty distributor providing access to natural and organic retail channels for Rule Breaker Snacks' better-for-you product line.
• DPIcoreChannel Partner/ Reseller/ DistributorRegional distributor enabling Rule Breaker Snacks distribution to retail and foodservice customers in specific geographic regions.
• VistarcoreChannel Partner/ Reseller/ DistributorSpecialty foodservice distributor making Rule Breaker Snacks available to institutional customers including campuses, travel, and entertainment venues.
• MableminorChannel Partner/ Reseller/ DistributorWholesale marketplace platform enabling retailers and foodservice operators to order Rule Breaker Snacks with flexible terms.
• FaireminorChannel Partner/ Reseller/ DistributorWholesale marketplace offering net terms, free returns, and exclusive perks for new buyers ordering Rule Breaker Snacks.
• AirgoodsminorChannel Partner/ Reseller/ DistributorWholesale marketplace with net 60-day terms, free shipping for 1 year, and $100 off first order for new buyers.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Made Good: Made Good produces organic, allergen-free, gluten-free, and vegan snacks including cookies, granola bars, and crispy squares. Directly comparable to Rule Breaker in allergen-free positioning, school-safe certifications, and better-for-you snack portfolio.
• Enjoy Life Foods: Enjoy Life is a leading allergen-free snack brand (cookies, bars, baking chips) free from the top 8/14 allergens. Now owned by Mondelez, it is the most direct large-scale competitor to Rule Breaker in the dedicated allergen-free snacking space.
• Partake Foods: Partake makes gluten-free, vegan, and top-8-allergen-free cookies, waffles, and baking mixes with a focus on school-safe and allergy-friendly snacking. Direct peer to Rule Breaker in allergen-free soft-baked formats and target audience of allergy families.

Peers

• HomeFree Treats:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xtwitter.com/BeARuleBreaker
• YouTubeyoutube.com/channel/UCRrhOzwa3-UTKyltPLCs06A
• Facebookfacebook.com/RuleBreakerSnacks
• LinkedInlinkedin.com/company/rule-breaker-snacks
• Instagraminstagram.com/rulebreakersnacks
• TikToktiktok.com/@rulebreakersnacks
• Pinterestpinterest.com/rulebreakersnacks

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rule Breaker Snacks