SmartSweets founder launches high-protein chip brand Snackish
Tara Bosch has launched Snackish, a new venture focused on high-protein potato chips, to bridge the gap between functional nutrition and taste. The brand targets consumers seeking daily snacks that are both nutritious and enjoyable.
Tara Bosch, founder of the low-sugar candy company SmartSweets, has launched a new venture called Snackish, a brand focused on creating high-protein potato chips. The company was inspired by Bosch's daughter, Willa, who was obsessed with a yellow chip bag, prompting Bosch to seek a snack that consumers could feel good eating daily. Snackish targets two consumer groups: those seeking 'better for you' chips that currently leave them feeling unwell, and those in the functional protein category who find existing options lacking in taste or emotional connection.
Bosch stated that protein is not a trend but a permanent category shift, and Snackish plans to expand beyond chips to other salty snacks. The brand aims to bridge the gap between nutritional benefits and the emotional connection of traditional chips, specifically for women who exercise and have children. The company is currently in startup mode, with Bosch serving as CEO.