Made in New Jersey: Undercover Snacks grows from New Jersey kitchen to national shelves
A mom from New Jersey created chocolate-covered crispy quinoa for her daughters, launching what's now a multimillion-dollar business.
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They may be Undercover Snacks, but you can find them just about everywhere — and it all started in East Hanover.
A mom from New Jersey created chocolate-covered crispy quinoa for her daughters, launching what's now a multimillion-dollar business.
Undercover Snacks produces hundreds of thousands of treats daily, generating around $20 million this quarter alone.
CEO Diana Levy says the snacks are already in Costco stores across the Northeast and will be in every location nationwide by year's end.
They're also sold at Target and were recently offered as free snacks on United Airlines.
Levy first handed out samples at a Whole Foods in Newark, doing everything herself — from mixing ingredients to demoing the product.
She was inspired after two of her daughters were diagnosed with celiac disease and wanted something gluten-free that still tasted good.
Levy now runs the company with her husband and oversees a team of about 100 employees in New Jersey.
She says the journey hasn't been easy, navigating supply chains, tariffs and record cocoa prices.
They've recently added machinery to crisp their own quinoa and have raised prices to keep up with costs.
Her advice: Take your shot — but be smart and scrappy.
