Crunchmaster
- Company typePrivate
- Founded2004
- HeadquartersLoves Park, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Crunchmaster does
Crunchmaster is a certified gluten-free baked rice cracker brand operated by parent company TH Foods, Inc., founded around 2004 by Mel Tiezen, Al Lewin, and Glenn Smith, and headquartered in Loves Park, Illinois. The company manufactures on two dedicated, certified gluten-free production lines in Henderson, Nevada and Rockford, Illinois, producing approximately 21 SKUs across four product families: Multi-Seed crackers (seven flavors including Original, Ranch, Queso, Rosemary & Olive Oil, Roasted Garlic, Ultimate Everything, and Cheddar & Sour Cream), Avocado Toast crackers (four flavors), Multi-Grain crackers including club packs (seven varieties), and a 2025-launched Crisps product line. The core technical differentiator is a Usuyaki-inspired Japanese baking process that spreads grains and seeds into a thin, even layer and bakes them to a light, crispy texture; nearly all products carry gluten-free, Non-GMO Project Verified, and OU Kosher Dairy certifications, with select items certified vegan.
Crunchmaster sells primarily through US retail grocery chains and Costco warehouse stores, with national distribution in Canada and a wholesale program requiring 4-pallet minimum orders. The company serves two primary end-customer segments: health-conscious consumers seeking better-for-you gluten-free snacks, and consumers with celiac disease or gluten sensitivity who require certified allergen-controlled products. A secondary use case targets entertaining and hosting occasions, where the brand has coined "Crunchchuterie" to position crackers within charcuterie and dip applications.
The business model is straightforward consumer packaged goods distribution: one-time retail product sales through physical storefronts, supplemented by wholesale pallet orders to retailers and limited direct e-commerce availability. Marketing is driven by social media (89.4K Instagram followers, hashtag #SatisfyYourCrunch), a paid Creator Community partnership with the Kale platform, over 70 recipes on the company website, and an email newsletter program. Retail pricing is not publicly disclosed and wholesale pricing requires completed vendor setup paperwork.
Crunchmaster firmographics
Firmographics- Name
- Crunchmaster
- Legal name
- Crunchmaster
- Website
- https://crunchmaster.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Crunchmaster industry classification
Industry- Product category
- Gluten-Free Crackers
- NAICS
- Cookie and Cracker Manufacturing (311821), Cookie, Cracker, and Pasta Manufacturing (31182)
- SIC
- Cookies & Crackers (2052), Bakery Products (2050)
- akta.pro primary industry
- Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)
- akta.pro secondary industry
- Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)
Keywords
Where Crunchmaster is headquartered
LocationHeadquarters
- HQ city
- Loves Park
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Crunchmaster business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Retail Product Sales: Crunchmaster generates revenue through direct product sales of certified gluten-free baked rice crackers and crisps to consumers via major retail grocery chains, warehouse stores (Costco), and specialty food retailers. Products are sold in various retail formats including stand-up pouches, party packs, and club bags.
- Wholesale Distribution: Wholesale program for retailers and distributors requiring pallet quantities (minimum 4 pallets, 50 cases per pallet typical). Orders can be mixed across product lines. Pricing provided after vendor setup paperwork completion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wholesale - Case and Pallet quantities |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Crunchmaster product offering
Product offeringCore offering
Crunchmaster manufactures and sells certified gluten-free baked rice crackers under four product lines: Multi-Seed, Avocado Toast, Multi-Grain, and Crisps. Products are crafted using a Japanese Usuyaki-inspired baking process on dedicated, certified gluten-free production lines in Henderson, NV and Rockford, IL, and distributed through major grocery retailers, Costco, and a wholesale program nationwide in the U.S. and Canada.
Product overview
Crunchmaster is a gluten-free cracker company that crafts certified gluten-free baked rice crackers. The product portfolio consists of four main product lines: Multi-Seed (7 varieties including Original, Ranch, Queso, Rosemary & Olive Oil, Roasted Garlic, Ultimate Everything, and Cheddar & Sour Cream), Avocado Toast (4 varieties including Salt & Pepper, Chili Lime, Ultimate Everything, and Guacamole), Multi-Grain (7 varieties including Sea Salt, Aged White Cheddar, Mexican Street Corn, Pimento Cheese, and 3 club packs), and Crisps (3 varieties including Original Crisps, Multi-Pack, and Variety Pack). All products are certified gluten-free, most are Non-GMO Project Verified, and all are kosher dairy certified. The company uses an Usuyaki-inspired baking process from Japan to create a light, crispy texture.
Differentiator
Problem solved
Functional benefit
Products and services
- Multi-Seed Original
Companies that use Crunchmaster
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Crunchmaster technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Crunchmaster partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Kale (Creator Platform)minorCrunchmaster partners with Kale platform to operate their Creator Community program, inviting content creators to join and earn cash through brand collaborations. The program targets creators passionate about snacking and storytelling, enabling them to share authentic content while building brand awareness through user-generated content.
Scale indicators3 records
Recent moves1 record
Expansion highlights5 records
Crunchmaster competitors and assessment
Company assessmentBroad incumbents
- Bob's Red Mill: Bob's Red Mill is an established gluten-free and whole-grain foods brand with deep grocery distribution. While primarily a baking-ingredient brand, it competes for the same health-conscious, gluten-free shopper as Crunchmaster.
- Late July: Late July is a better-for-you cracker and chip brand (owned by Snyder's-Lance/Campbell) found in mainstream grocery channels. It overlaps with Crunchmaster's organic/gluten-free cracker positioning but operates as part of a much larger snack portfolio.
- Back to Nature: Back to Nature is an established natural/snack cracker brand (owned by B&G Foods) with broad distribution and overlapping 'wholesome' positioning. It is a broader incumbent in better-for-you crackers rather than a gluten-free specialist.
- Udi's Gluten Free: Udi's is a broad gluten-free brand spanning bread, bagels, and snacks, distributed through mainstream grocery. It overlaps with Crunchmaster in the gluten-free consumer segment, though Udi's does not specialize in crackers.
Direct peers
- Thinsations: Thinsations is a thin, baked cracker brand targeting better-for-you snackers. Its thin-baking, low-calorie positioning overlaps with Crunchmaster's Usuyaki thin-bake texture story and its placement in diet/healthy snack sets.
- Mary's Gone Crackers: Mary's Gone Crackers is a pioneer in gluten-free, organic, seed-based crackers using brown rice and quinoa — overlapping directly with Crunchmaster's Multi-Seed and Multi-Grain lines. Both target health-conscious snackers and are merchandised in the same specialty and natural-product aisles.
- Simple Mills: Simple Mills is a leading better-for-you cracker and baked-snack brand built on almond flour and clean-label credentials, distributed across the same natural and conventional grocery channels as Crunchmaster. It competes head-to-head in gluten-free and 'real-food' crackers with similar price points and certifications.
- RW Garcia: RW Garcia produces artisan-style seed crackers (including gluten-free lines) sold in natural and mainstream grocery. Its product positioning around multi-seed, baked, non-GMO crackers is highly comparable to Crunchmaster's core range.
- Glutino: Glutino is a dedicated gluten-free snack brand whose cracker range competes directly with Crunchmaster's seed-based and multi-grain crackers in the gluten-free set. Both target the same celiac/gluten-sensitive consumer.
Emerging players
- Crunchies: Crunchies produces freeze-dried fruit and vegetable snacks overlapping with Crunchmaster's better-for-you snacking positioning. It is a smaller, emerging brand competing in adjacent health-snack aisles rather than head-to-head in crackers.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Crunchmaster social profiles
Digital presenceCrunchmaster compliance and trust
Trust signalCompliance5 records
Crunchmaster financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crunchmaster leadership team
Management profileNumber of profiles
Profiles3 records
Crunchmaster funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crunchmaster 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 Crunchmaster
What does Crunchmaster do?
Crunchmaster manufactures and sells certified gluten-free baked rice crackers under four product lines: Multi-Seed, Avocado Toast, Multi-Grain, and Crisps. Products are crafted using a Japanese Usuyaki-inspired baking process on dedicated, certified gluten-free production lines in Henderson, NV and Rockford, IL, and distributed through major grocery retailers, Costco, and a wholesale program nationwide in the U.S. and Canada.
Is Crunchmaster a public or private company?
Crunchmaster is a private company. It is classified as corporate owned and is currently operating.
When was Crunchmaster founded?
Crunchmaster was founded in 2004. It employs 1 to 10 people.
Where is Crunchmaster based?
Crunchmaster is headquartered in Loves Park, United States, in the North America region.
How does Crunchmaster make money?
Two revenue lines are on record. Retail Product Sales are the primary driver. The others are wholesale Distribution.
Who are Crunchmaster's main competitors?
Broad incumbents on record are Bob's Red Mill, Late July, Back to Nature and Udi's Gluten Free. Direct peers are Thinsations, Mary's Gone Crackers, Simple Mills, RW Garcia and Glutino. Crunchies is listed as an emerging player.
Does Crunchmaster have an API?
No public API is recorded for Crunchmaster.
What industry is Crunchmaster in?
Crunchmaster's product category is Gluten-Free Crackers. Its primary akta.pro industry code is AFAKAIAJ, Crackers & Savory Biscuits Manufacturing, with a secondary code of AFAKABAH, Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads). Its NAICS code is 311821 and its SIC code is 2052.