Like Air
Like Air (Lulu Snacks Inc.) is a Madison, NJ-based family-owned snack brand selling hull-free Puffcorn and Drizzled Rice Cakes through DTC, TikTok Shop, and major U.S. grocery chains across all 50 states, targeting health-conscious families and Gen Z social shoppers with allergen-free, low-calorie products.
- Company typePrivate
- Founded2020
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Like Air does
Like Air is a family-owned, U.S.-based better-for-you snack company operated under the legal entity Lulu Snacks Inc. and headquartered in Madison, New Jersey. The company produces two core product lines: Puffcorn, a light, airy, hull-free popcorn-style snack made from non-GMO corn and sold in 80-calorie single-serve bags, and Drizzled Rice Cakes, bite-sized mini rice cakes with frosting at 90 calories per bag. Both product lines are manufactured in nut-free facilities, are gluten-free, free from the major allergens, Non-GMO Project Verified, and Kosher certified (OU/OU-D).
The core product technology is the hull-free Puffcorn formulation, engineered to deliver a melt-in-your-mouth texture without the kernels or hulls that get caught in teeth, differentiating it from traditional popcorn and from typical puffed corn snacks. Like Air is led by Co-Founder & COO Allison Lin and Co-Founder Steven Atieh, with the company founded in 2020 and a Shark Tank appearance providing national brand credibility.
Like Air monetizes through a hybrid direct-to-consumer and retail distribution model. The DTC channel runs on a Shopify storefront at likeair.com with free shipping, complemented by a TikTok Shop presence (joined September 2024) and Instagram-driven engagement with daily giveaways. Wholesale revenue is generated through placement in major grocery, convenience, and club chains across all 50 U.S. states, including Kroger, Albertsons, Safeway, Meijer, H-E-B, ShopRite, CVS, Giant, Wegmans, and BJ's. Pricing is unit-based, with single-flavor 6-packs around $9.99, 20-count variety packs at $29.99, and specialty co-branded bundles priced up to $36.99. The company pursues a growth strategy built on a rapid limited-edition flavor-drop cadence, co-branded collaborations (Copper Cow Coffee, Freestyle Snacks), and event-driven activations such as Expo West 2026.
Like Air firmographics
Firmographics- Name
- Like Air
- Legal name
- Lulu Snacks Inc.
- Website
- https://likeair.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Like Air (Lulu Snacks Inc.) is a Madison, NJ-based family-owned snack brand selling hull-free Puffcorn and Drizzled Rice Cakes through DTC, TikTok Shop, and major U.S. grocery chains across all 50 states, targeting health-conscious families and Gen Z social shoppers with allergen-free, low-calorie products.
- Ownership category
- akta.pro rank
Like Air industry classification
Industry- Product category
- Better-for-You Snacks
- NAICS
- Other Snack Food Manufacturing (311919), Nonchocolate Confectionery Manufacturing (31134)
- SIC
- Sugar & Confectionery Products (2060), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Popcorn & Puffed Snacks (CRADABAH)
- akta.pro secondary industries
- Rice Cakes & Grain Snack Manufacturing (AFAKAIAK), Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE), Frozen Side Dishes (Vegetables, Potatoes, Grains) (CRADADAI)
Keywords
Where Like Air is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Like Air business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Direct E-commerce Sales: Like Air sells directly to consumers through their Shopify-powered website, offering individual products, variety packs, and bundles with free shipping thresholds. The company leverages TikTok Shop and their own website for direct-to-consumer sales.
- Retail Distribution: Like Air products are sold through major retail chains including Kroger, Albertsons, Safeway, Meijer, HEB, ShopRite, CVS, Giant, and Wegmans across all 50 states, generating revenue through wholesale distribution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 20ct Flavor Drop Variety Pack - $29.99 |
| Unit Pricing | Pay-as-you-go | Dill Pickle 6-pack - $9.99 |
| Unit Pricing | Pay-as-you-go | 4oz Variety Pack - $36.99 |
| Unit Pricing | Pay-as-you-go | Copper Cow Coffee Collab Box - $35.00 |
| Unit Pricing | Pay-as-you-go | Drizzled Rice Cakes Variety Pack - $19.99 |
| Unit Pricing | Pay-as-you-go | Trucker Hat - $19.99 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Like Air product offering
Product offeringCore offering
Like Air manufactures and sells Puffcorn—a light, airy, hull-free, gluten-free popcorn-style snack made from non-GMO corn and offered in single-serve 80-calorie bags—as its core product. The company also sells Drizzled Rice Cakes, bite-sized mini rice cakes lightly coated with frosting and free from all nine major allergens, alongside seasonal limited-edition flavor drops, co-branded collab boxes, and branded merchandise, primarily direct-to-consumer through its Shopify website and TikTok Shop and through major grocery and pharmacy retailers nationwide.
Product overview
Like Air is a family-owned snack company that operates as a single-brand portfolio with two core product lines: Puffcorn (light, airy popcorn-style snacks in multiple flavor varieties) and Drizzled Rice Cakes (bite-sized frosted rice cakes). The company launched in 2020 and has expanded through limited-edition flavor drops, co-branded collaborations (notably with Copper Cow Coffee and Freestyle Snacks), and seasonal releases. Products are sold direct-to-consumer via their e-commerce store and through major retail chains nationwide. The brand appeared on Shark Tank and has built distribution through TikTok Shop and traditional grocery retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- Like Air Puffcorn Signature line of light, airy, hull-free, gluten-free Puffcorn made from non-GMO corn in single-serve 80-calorie bags, available in multiple flavors (Classic, White Cheddar, Pancake, Cinnamon Bun, Sour Cream & Onion, Jalapeño Cheddar, Dill Pickle, plus limited-edition drops). Sold direct-to-consumer and at grocery/pharmacy retailers nationwide; suitable for ages 6 months and up.
- Like Air Drizzled Rice Cakes
Quantifiable outcome
- Available in retailers across all 50 states
- +2 more outcomes
Companies that use Like Air
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Like Air technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Like Air partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Freestyle SnackscoreLike Air teamed up with Freestyle Snacks to debut the Spicy Dill Pickle Puffcorn at Expo West 2026. The limited-edition product was inspired by Freestyle Snacks' bold creations and includes sample products from Freestyle Snacks (Kickin' Picks Pickle Chips). The collaboration targets consumers who enjoy bold, spicy flavors.
- Copper Cow CoffeecoreLike Air partnered with Copper Cow Coffee, a premium Vietnamese coffee brand, to create the Vietnamese Coffee Puffcorn limited-edition flavor drop. The collaboration includes a co-branded bundle featuring 15 bags of Like Air Vietnamese Coffee Puffcorn paired with 8 Copper Cow Coffee Lattes (pour overs and creamers), priced at $35.00. Both brands focus on direct-to-consumer distribution and social commerce engagement.
- TikTok ShopcoreLike Air joined TikTok Shop in September 2024 and has since used the platform as a primary sales and marketing channel. The partnership enables social commerce through TikTok Live Shopping and has been instrumental in launching 15+ flavor drops, making the platform a key distribution and discovery channel for the brand.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Like Air competitors and assessment
Company assessmentDirect peers
- SkinnyPop: SkinnyPop is a leading better-for-you popcorn brand owned by Amplify Snack Brands. It directly competes with Like Air's Puffcorn in the same ready-to-eat popcorn aisle and shares a similar target consumer seeking low-calorie, clean-ingredient snacks.
- Popcorners: Popcorners (Amplify/BFY Brands) makes popped corn chips in multiple flavors and competes head-to-head with Like Air in the better-for-you puffed snack category, with similar grocery distribution and flavor-innovation strategies.
- Angie's Boomchickapop: Angie's BOOMCHICKAPOP is a category-defining better-for-you popcorn brand owned by Conagra. Like Air competes for the same natural/grocery shelf space and shares a positioning around clean-ingredient popcorn snacking.
- Quinn Snacks: Quinn Snacks makes better-for-you popcorn and pretzel snacks with clean-ingredient positioning. Like Air competes with Quinn for the same health-conscious family shopper and similar natural-channel retail placement.
- Pipcorn: Pipcorn makes heirloom popcorn and puffed snacks marketed as better-for-you alternatives. Like Air competes with Pipcorn for the same DTC and natural-channel shoppers seeking smaller-batch, clean-ingredient popcorn.
Broad incumbents
- Smartfood: Smartfood is Frito-Lay's mass-market popcorn brand and the dominant incumbent in the popcorn aisle. It is a broader competitor to Like Air via grocery shelf space and brand awareness, though it does not focus on the allergen/gluten-free niche.
- Bare Snacks: Bare Snacks produces baked and dried fruit/vegetable snacks within the better-for-you category. It competes with Like Air for premium snack-aisle placement and the same clean-ingredient consumer demographic.
- Quaker Rice Cakes: Quaker (PepsiCo) is the dominant mass-market rice cake brand and a direct competitor to Like Air's Drizzled Rice Cakes line. It competes on grocery shelf placement though its positioning is more conventional and not allergen-free focused.
Emerging players
- MadeGood: MadeGood produces allergen-free, school-safe snacks and bars that overlap directly with Like Air's gluten-free, nut-free positioning. Both brands target health-conscious families seeking allergen-friendly options.
- From the Ground Up: From the Ground Up makes vegetable-based crackers and puffs positioned as better-for-you alternatives. It overlaps with Like Air in the gluten-free, allergen-conscious, better-for-you snack space.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Like Air social profiles
Digital presenceLike Air compliance and trust
Trust signalCompliance2 records
Like Air financial estimates
Financial estimateRevenue estimate
Valuation estimate
Like Air leadership team
Management profileNumber of profiles
Profiles2 records
Like Air funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Like Air 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 Like Air
What does Like Air do?
Like Air manufactures and sells Puffcorn—a light, airy, hull-free, gluten-free popcorn-style snack made from non-GMO corn and offered in single-serve 80-calorie bags—as its core product. The company also sells Drizzled Rice Cakes, bite-sized mini rice cakes lightly coated with frosting and free from all nine major allergens, alongside seasonal limited-edition flavor drops, co-branded collab boxes, and branded merchandise, primarily direct-to-consumer through its Shopify website and TikTok Shop and through major grocery and pharmacy retailers nationwide.
Is Like Air a public or private company?
Like Air is a private company. It is classified as family owned and is currently operating.
When was Like Air founded?
Like Air was founded in 2020. It employs 11 to 50 people.
Where is Like Air based?
Like Air is headquartered in Madison, United States, in the North America region.
How does Like Air make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Like Air's main competitors?
Direct peers on record are SkinnyPop, Popcorners, Angie's Boomchickapop, Quinn Snacks and Pipcorn. Broad incumbents are Smartfood, Bare Snacks and Quaker Rice Cakes. Emerging players are MadeGood and From the Ground Up.
Does Like Air have an API?
No public API is recorded for Like Air.
What industry is Like Air in?
Like Air's product category is Better-for-You Snacks. Its primary akta.pro industry code is CRADABAH, Popcorn & Puffed Snacks, with a secondary code of AFAKAIAK, Rice Cakes & Grain Snack Manufacturing. Its NAICS code is 311919 and its SIC code is 2060.