Wholesome Goodness

What Wholesome Goodness does

Wholesome Goodness, LLC is the privately-held US operating entity behind the Riceworks brand of gluten-free rice chips, headquartered in Lake Zurich, Illinois. The company was launched in 2003 when Snack Alliance, working with a family rice grower, commercialized a globally patented process that blends whole-grain rice into dough, rolls it into thin sheets, cuts triangles, bakes them, and fries in sunflower oil. Headcount is reported at approximately 10 employees, and the company operates a Toronto warehouse for the Canadian market alongside contract-manufacturing facilities in Oregon and Virginia for the US market.

The product portfolio consists of seven core flavors in the US (Honey Habanero, Sweet Cinnamon Churro, Avocado Ranch, Sea Salt, Sweet Chili, and Sea Salt Brown & Golden Flax), plus additional Canadian SKUs including Salsa Fresca and a French-language Sundried Tomato Mediterranean Herbs & Cheese variant for the Quebec market. Products are sold in 3.0 oz, 5.5 oz, 155 g, and 454 g packages and carry three independent certifications: GFCO gluten-free, Non-GMO Project Verified, and Kosher, in addition to a Safe Food for Canadians Act license. Each serving delivers 15–31 grams of whole grain, 0 grams trans fat, and is free of the top 9 common allergens (with the exception of Avocado Ranch).

Revenue is generated through wholesale and e-commerce sales of branded packaged snacks to retail grocery chains, warehouse clubs, and natural food stores in the US and Canada. Key Canadian retail partners include Loblaws, Sobeys, Metro, Walmart Canada, Save-On-Foods, London Drugs, Buy-Low Foods, Healthy Planet, and SPUD; US distribution covers grocery and warehouse club channels. E-commerce runs through Amazon and partner platforms linked from the brand's store locator. The go-to-market motion combines traditional CPG retail distribution with a direct-to-consumer website funnel and organic social channels (Facebook, Instagram). No venture capital, private equity, or public-market ownership is disclosed.

Name

Wholesome Goodness

Legal name

Wholesome Goodness, LLC

Website

https://wholesome-goodness.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Wholesome Goodness, LLC operates the Riceworks brand of gluten-free, non-GMO whole-grain rice chips, selling seven flavors across US and Canadian grocery, warehouse club, and natural food retailers, plus e-commerce. The company is privately held with ~10 employees.

Ownership category

akta.pro rank

Product category

Gluten-Free Rice Chip Snacks

NAICS

Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Rice Cakes & Grain Snack Manufacturing (AFAKAIAK)

akta.pro secondary industries

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

Keywords

• Gluten-free rice chips
• Better-for-you snacks
• Whole grain rice snacks
• Non-GMO snack foods
• Gourmet rice crisps

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Rice Chip Product Sales: Riceworks generates revenue through the sale of their premium gluten-free rice chip products to consumers through retail and e-commerce channels. Products are sold in multiple sizes (3.0 oz, 5.5 oz, 155g, 454g) across seven flavors.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Wholesome Goodness, LLC, operating under the Riceworks brand, manufactures and sells gluten-free rice-based snack chips made from whole grain rice. The portfolio includes six US flavors and seven Canadian flavors (including French-Canadian variants), sold in 5.5oz, 3.0oz, 155g, and 454g packages through grocery retailers, warehouse clubs, natural food stores, and e-commerce channels across North America.

Product overview

Riceworks, a brand under Wholesome Goodness, LLC, is a snack food company specializing in rice chips. The product portfolio consists of six core rice chip flavors (Honey Habanero, Sweet Cinnamon Churro, Avocado Ranch, Sea Salt, Sweet Chili, and Sea Salt Brown & Golden Flax) available in 5.5oz packages for the US market, and seven flavors for Canadian markets (including additional varieties like Salsa Fresca and Sundried Tomato). The products are marketed as better-for-you snacks made with whole grain rice, certified gluten-free and non-GMO verified, with 0 grams trans fat per serving. The manufacturing process involves mixing whole-grain rice with other premium ingredients into dough, rolling into thin sheets, cutting into triangles, baking, then frying in sunflower oil. The company operates in both US and Canadian markets with regional product variations.

Differentiator

Problem solved

Functional benefit

Products and services

• Honey Habanero Rice Chips

Quantifiable outcome

• Products are certified gluten-free by GFCO (Gluten Intolerance Group)
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Snack AlliancecoreStrategic or Co-development Partner · 1 January 2003Snack Alliance launched Riceworks out of Vancouver, British Columbia, Canada in 2003. The partnership utilized the expertise of a local Canadian entrepreneur to bring the rice chip products to market. This partnership was instrumental in the initial commercialization of the proprietary rice chip technology.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Simple Mills: Simple Mills offers gluten-free crackers, cookies, and baking mixes with a clean-label, almond/cassava flour base. Directly competes for the same better-for-you, gluten-free shopper that buys Riceworks.
• Pirate's Booty: Pirate's Booty makes puffed rice and corn snacks marketed as gluten-free, no artificial ingredients. Closely aligned with Riceworks on rice-based ingredients, allergen-friendly positioning, and family/kids snack occasions.
• Popchips: Popchips produces popped, better-for-you snack chips positioned in the same premium, health-credentialed chip aisle as Riceworks. Both brands compete for similar grocery and club shelf space with clean-label, gluten-free positioning.
• Beanitos: Beanitos manufactures bean and lentil-based chips marketed as gluten-free, non-GMO, and high-protein alternatives to traditional chips. Comparable to Riceworks in better-for-you chip category with similar certifications and grocery distribution.
• Bare Snacks: Bare produces baked fruit and vegetable chips marketed as clean-label, gluten-free snacks. Comparable to Riceworks on better-for-you positioning, multi-channel grocery/club distribution, and emphasis on simple ingredients.
• Late July Snacks: Late July is a better-for-you snack brand offering organic tortilla chips, popcorn, and crackers sold in conventional and natural channels. Directly comparable to Riceworks on credentials (organic, non-GMO, gluten-free) and target shopper.
• Siete Grain Free Tortilla Chips: Siete produces grain-free chips from cassava flour positioned in the better-for-you, allergen-friendly segment. Competes head-to-head with Riceworks for the same health-conscious consumer shopping the premium chip aisle.
• Quinn Snacks: Quinn offers better-for-you popcorn and pretzel snacks with a clean-label, gluten-free positioning similar to Riceworks. Comparable on credentials, channel mix (grocery + e-commerce), and target consumer.

Broad incumbents

• Snyder's of Hanover: Snyder's of Hanover is a large incumbent snack brand (pretzels, chips) with extensive grocery and club distribution and growing gluten-free/gluten-aware offerings. A broad incumbent that increasingly competes with Riceworks in better-for-you chip sets.
• Skinny Pop: Skinny Pop is an established better-for-you popcorn brand with mass distribution across grocery, club, and c-stores. A broader incumbent that competes for the same better-for-you snack shopper as Riceworks from a larger portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/riceworkscrisps
• Instagraminstagram.com/riceworks_crisps
• LinkedInlinkedin.com/company/wholesome-goodness

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Wholesome Goodness