Smash Foods
Smash Foods is a Brooklyn-based CPG brand producing no-sugar-added chia-and-date fruit spreads, protein bites, and toaster pastries for health-conscious, keto/paleo, and family consumers. The company sells via DTC e-commerce and major US retailers including Target, Walmart, Whole Foods, and Costco.
- Company typePrivate
- Founded2018
- HeadquartersBrooklyn, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Smash Foods does
Smash Foods is a privately held Brooklyn-based CPG brand founded in 2018 by Anna Peck and Steve Ford (operating under the legal entity Oswald Co LTD) that produces no-sugar-added superfood fruit spreads under the Chia Smash product family. Its core technology is a food-science formulation in which chia seeds supply gel viscosity and dates act as a low-glycemic natural sweetener, allowing the product to be marketed as a fruit spread rather than a jam and thereby avoid the FDA's 55% sugar minimum that governs "jam" labeling. Each spread contains 75%+ real fruit, 3-4g of natural sugar per serving, and 25-30 calories per serving, and the product line is Certified Upcycled for sourcing imperfect fruits. The company has since extended into adjacent categories including Jammy Protein Bites (5-10g protein per pack across nut-butter bases), Toasties 100% whole-wheat toaster pastries, and squeezable single-serve jam packets.
The business operates a dual-channel go-to-market combining direct-to-consumer e-commerce on smashfoods.com — featuring Subscribe & Save subscriptions and bundle pricing from $20 for a single jar up to $60 for a 6-pack — with broad retail distribution across Target, Walmart, Whole Foods Market, Sprouts, Costco, Meijer, Erewhon, Fresh Thyme, Natural Grocers, and Misfits Market, mediated by national distributors UNFI and KeHE and the Faire wholesale platform for independent retailers. Revenue is generated through one-time consumer purchases, recurring subscriptions, and B2B wholesale shipments; pricing is per-unit with free US shipping on orders over $30 and an approximately 10% Subscribe & Save discount. Target customers are health-conscious consumers, keto and paleo dieters, families seeking clean-ingredient kids' snacks, and environmentally minded buyers drawn to the upcycled certification.
In 2025 the company advanced on three fronts: it launched Toasties and Jammy Protein Bites as new product lines, secured nationwide Target and Walmart distribution of its Smash Bites, and entered a UK co-manufacturing partnership for international expansion. The company closed a ~$5M funding round in November 2025 led by Eclair Partners with Family Fund and Label Capital, its largest disclosed raise to date.
Smash Foods firmographics
Firmographics- Name
- Smash Foods
- Legal name
- Oswald Co LTD
- Website
- https://smashfoods.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Smash Foods is a Brooklyn-based CPG brand producing no-sugar-added chia-and-date fruit spreads, protein bites, and toaster pastries for health-conscious, keto/paleo, and family consumers. The company sells via DTC e-commerce and major US retailers including Target, Walmart, Whole Foods, and Costco.
- Ownership category
- akta.pro rank
Smash Foods industry classification
Industry- Product category
- Better-for-You Fruit Spreads and Snacks
- NAICS
- Specialty Canning (311422), Other Snack Food Manufacturing (311919)
- SIC
- Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Bakery Products (2050)
- akta.pro primary industry
- Spreads, Sweeteners & Syrups (Jam, Honey, Nut Butters, Maple) (CRADAAAC)
- akta.pro secondary industries
- Health/Protein Snack Bars Manufacturing (AFAKAIAN), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)
Keywords
Where Smash Foods is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Smash Foods business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- Direct-to-Consumer E-commerce: Online sales through smashfoods.com with subscription (Subscribe & Save) and one-time purchase options. Free US shipping on orders over $30.
- Wholesale and Retail Distribution: Products sold through retail partners including Target, Walmart, Sprouts, Whole Foods, Costco, Meijer, and specialty retailers. Distributed via Faire for indie retailers and UNFI/KeHE for larger retailers.
- Wholesale B2B Sales: B2B wholesale channel through Faire for independent retailers and national distributors UNFI and KeHE for larger volume retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Jam Variety Packs (3, 4, 6-pack) |
| Unit Pricing | Pay-as-you-go | Jammy Protein Bites Variety Pack |
| Unit Pricing | Pay-as-you-go | Toasties (Toaster Pastries) |
| Unit Pricing | Pay-as-you-go | Jam Sampler Pack |
| Unit Pricing | Pay-as-you-go | Individual Jam Jars |
| Unit Pricing | Pay-as-you-go | Squeezables Variety Pack |
| Unit Pricing | Pay-as-you-go | Smash Gear (Merchandise) |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels5 records
Smash Foods product offering
Product offeringCore offering
Smash Foods manufactures and sells no-added-sugar superfood fruit spreads built on a chia seed and date formula, packaged in jars, single-serve squeeze packets, and toaster pastries. The product line has expanded into adjacent snack formats including Jammy Protein Bites (nut-butter and fruit protein snacks) and Toasties (whole-wheat toaster pastries), sold direct-to-consumer and through national retailers.
Product overview
Smash Foods is a food brand offering a portfolio of better-for-you superfood spreads and snacks. The core product line is the Chia Smash fruit spread collection, featuring seven flavors (Strawberry, Blueberry, Raspberry, Cherry Pomegranate, Concord Grape, Apricot, and Very Berry) made with real fruit, dates, chia seeds, and lemon—no added sugar. The brand has expanded into adjacent snack categories including Jammy Protein Bites (five nut butter and fruit combinations), Toasties toaster pastries (three flavors), and squeezable single-serve packets. Products are sold as individual items, variety packs (3-pack, 4-pack, 6-pack), and bundled combos. The company positions itself as a healthier alternative to conventional jams (which require 55%+ sugar by FDA standards) and targets health-conscious consumers seeking keto, paleo, and sugar-free options.
Differentiator
Problem solved
Functional benefit
Products and services
- Chia Smash Fruit Spreads No-added-sugar fruit spreads made from real fruit, dates, chia seeds, lemon juice concentrate, fruit pectin and rowanberry extract; positioned as a healthier alternative to FDA-defined 'jam' (which requires 55%+ sugar). Available in 8oz and Family Size 17.5oz jars, keto, paleo and vegan friendly.
- Squeezable Fruit Spread Packets Portioned single-serve 1.15oz squeeze packets of the Chia Smash fruit spread available in Strawberry, Raspberry, Blueberry and Concord Grape, including a 12-pack variety pack designed for on-the-go snacking, lunchboxes and travel.
- Jammy Protein Bites Nut-butter and fruit protein snacks combining brown rice protein, dates, real fruit juice concentrate, chia seeds and fruit pectin, delivering 5-10g of protein per pack of 5 bites. Available in Peanut Butter Concord Grape, Sunflower Butter Strawberry (allergy-friendly), Cashew Butter Blueberry, and Chocolate Peanut Butter Raspberry varieties, plus an 8-bag variety pack.
- Toasties Toaster Pastries Whole-wheat toaster pastries filled with the Chia Smash strawberry, blueberry or concord grape jammy filling made from dates and chia seeds, containing 100% whole wheat flour, no refined sugars, approximately 200 calories and 3g protein per pastry; sold in 3-pastry boxes.
- Jam Variety Packs Multi-jar variety packs of Chia Smash fruit spreads offered in 3-pack, 4-pack and 6-pack configurations (e.g., Classics, Fam Favorites, Originals, Adventure) priced at $35, $44 and $60 respectively, allowing customers to sample multiple flavors.
- Bundle Combos Starter and premium combo bundles combining jars, squeezable packets and protein bites (Spreads & Snacks Combo, Jammy Bundle, Jammy Bundle Deluxe) to enable customers to try the full Smash Foods product range.
- Smash Gear Merchandise Branded apparel and accessories such as the Smash Fisherman Beanie (cream knit with woven Smash patch), sold through the brand's e-commerce storefront.
Quantifiable outcome
- 3-4g natural sugar per serving vs 8-15g added sugar in average jams
- +2 more outcomes
Companies that use Smash Foods
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Smash Foods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Smash Foods partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- UK Co-Manufacturing PartnercorePartnership to expand UK presence and local manufacturing capabilities as of February 2025.
- TargetcoreTarget carries Smash Bites products in stores nationwide, providing significant retail distribution and visibility for the brand.
- WalmartcoreWalmart carries Smash Bites products in stores nationwide.
- Whole Foods MarketcoreWhole Foods carries Smash Foods jam products in their natural grocery stores.
- UNFIcoreNational food distributor making Smash Foods products available to larger volume retailers.
- KeHE DistributorscoreNational natural and organic distributor serving as channel partner for Smash Foods products.
- FaireminorWholesale platform enabling independent retailers to purchase Smash Foods products directly.
- Sprouts Farmers MarketminorRegional natural grocery chain carrying Smash Foods products.
- ErewhonminorPremium natural grocery retailer in Southern California carrying Smash Foods products.
- Fresh Thyme, Natural Grocers, Misfits MarketminorAdditional regional natural/specialty grocery retailers carrying Smash Foods products.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Smash Foods competitors and assessment
Company assessmentEmerging players
- Made Good: Better-for-you snack brand (granola bars, cookies, crispy squares) with natural and mainstream retail distribution. Comparable on ingredient-clean positioning, kid/family use case, and target retailers including Target and Whole Foods.
- Simple Mills: Better-for-you crackers, cookies, and baking mixes sold at Target, Whole Foods, Sprouts, and Costco. Comparable on natural-channel retail presence, clean-ingredient positioning, and premium pricing relative to mainstream CPG.
- Once Upon a Farm: Organic, cold-pressed baby and kid food brand carried by Target and natural grocers. Comparable on clean-ingredient narrative, upcycled/whole-food positioning, and family-focused customer segment.
Broad incumbents
- The J.M. Smucker Co. Diversified packaged food incumbent owning Smucker's, Welch's, and natural/organic brands. Represents the dominant incumbent competitive threat in fruit spreads and broader center-store categories where Smash competes.
- Welch's: Iconic fruit-spread and grape-products incumbent with deep distribution across mass retailers. Competes for the same shelf space and shopper basket as Smash's grape and berry flavors.
Direct peers
- Nature's Path: Organic breakfast and snack brand (including toaster pastries) sold in natural and mainstream grocery. Direct comparable to Smash's Toasties line on format, channel, and organic/better-for-you positioning.
- Crofter's Organic: Organic fruit spreads/preserves brand sold through natural and mainstream grocery channels. Directly comparable to Smash Foods' core Chia Smash jar business as a better-for-you alternative to conventional jam.
- Bonne Maman: Premium fruit preserves brand carried at mainstream and natural grocers including Whole Foods and Target. Direct shelf competitor in the same fruit-spread category at Smash's price tier.
- That's it. Better-for-you fruit-based snack bars and bites sold through Target, Whole Foods, and natural retailers. Comparable on 'real fruit, clean ingredient' positioning, retail channels, and family/kid snacking use case.
- St. Dalfour: French fruit spreads made without added sugar, sweetened with grape juice concentrate. Closely comparable to Smash's no-added-sugar fruit-spread positioning and similar natural-channel distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Smash Foods social profiles
Digital presenceSmash Foods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smash Foods leadership team
Management profileNumber of profiles
Profiles2 records
Smash Foods funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smash Foods M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smash Foods
What does Smash Foods do?
Smash Foods manufactures and sells no-added-sugar superfood fruit spreads built on a chia seed and date formula, packaged in jars, single-serve squeeze packets, and toaster pastries. The product line has expanded into adjacent snack formats including Jammy Protein Bites (nut-butter and fruit protein snacks) and Toasties (whole-wheat toaster pastries), sold direct-to-consumer and through national retailers.
Is Smash Foods a public or private company?
Smash Foods is a private company. It is classified as venture growth investor backed and is currently operating.
When was Smash Foods founded?
Smash Foods was founded in 2018. It employs 1 to 10 people.
Where is Smash Foods based?
Smash Foods is headquartered in Brooklyn, United States, in the North America region.
How does Smash Foods make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale and Retail Distribution and wholesale B2B Sales.
Who are Smash Foods's main competitors?
Emerging players on record are Made Good, Simple Mills and Once Upon a Farm. Broad incumbents are The J.M. Smucker Co. and Welch's. Direct peers are Nature's Path, Crofter's Organic, Bonne Maman, That's it. and St. Dalfour.
Does Smash Foods have an API?
No public API is recorded for Smash Foods.
What industry is Smash Foods in?
Smash Foods's product category is Better-for-You Fruit Spreads and Snacks. Its primary akta.pro industry code is CRADAAAC, Spreads, Sweeteners & Syrups (Jam, Honey, Nut Butters, Maple), with a secondary code of AFAKAIAN, Health/Protein Snack Bars Manufacturing. Its NAICS code is 311422 and its SIC code is 2033.