Turning Scraps into Success with RIND Snacks
Turning the Peel Into Appeal
September 24th, 2024 • 5 min read
In a world dominated by processed, sugary snacks, Matt Weiss, Founder and CEO of RIND Snacks, has set out on a mission to do things differently. Since launching in 2018, Weiss has pioneered a brand that doesn’t just offer another snack, but one that rethinks how we use food altogether. RIND Snack’s line of whole fruit snacks uses the "power of the peel" to reduce food waste and maximize nutrition, making it a standout in the competitive, better-for-you snack space
The brand has quickly become a favorite in the better-for-you snack category, and it’s easy to see why. From their signature dried fruit snacks to their new fruit and nut mixes, RIND Snacks delivers nutrient-dense snacks without any added sugar or preservatives. Today, their products can be found in over 12,000 stores nationwide, including Whole Foods, Walmart, and Target, along with partnering with food delivery companies, such as Hungryroot, Imperfect Foods, FreshDirect and SnackMagic.
The Beginning
“Prior to starting this business, I spent two decades in finance, so it was a very hard pivot into the world of food and beverage,” says Weiss. “But I'm pursuing my passion. A lot of the lessons I learned about health and wellness came from my great-grandmother, who lived to 100, who had a health food store that she opened up over 100+ years ago. So, it's exciting to be paying it forward."
"We didn't invent fruit or dried fruit," Weiss explains, "but… differentiation is - let's be the only one romanticizing and talking about the health benefits that are uniquely found in the rind of the fruit…. She (his great-grandmother) used to preach roots, rind, seeds, and stems - all of the forgotten scraps that make for more texture, more tang, more bittersweet flavors.”
Pioneering New Categories
As Matt Weiss explained at Innovation Show NYC, RIND Snack's success stems from a commitment to innovation. “Differentiation - if you're not doing something different you won't be memorable. I think so many founders tend to be caught up on being the best in their category...true disruptors don't think about an existing category; they're not trying to be number one - they're trying to be the only.” This approach has allowed them to stand out in a crowded market, offering snacks that go beyond taste and convenience to deliver on sustainability and health.
RIND Snack’s bold approach has earned the company recognition, including a spot on the Inc. 5000 list of the Fastest Growing Private Companies. More importantly, they have built a loyal customer base that values their commitment to quality, sustainability, and innovation.
Expanding Horizons: The Acquisition of Small Batch Organics
RIND Snacks journey towards industry disruption continues with its recent acquisition of Small Batch Organics. By bringing Small Batch Organics under its umbrella, the company is set to close 2024 with over $25 million in sales and a retail presence in 12,000 locations. This acquisition aligns with Matt’s broader vision for RIND Snacks as a vertically integrated platform that can provide nutritious, sustainable snacks across multiple categories.
Looking Ahead: What’s Next for RIND?
Weiss draws inspiration from how disruptors have transformed markets. “Greek yogurt, before Chobani, 15 years ago, was 1 or 2% share of the yogurt market... Fast forward, 1 or 2% share is now 50% share of the market. One out of every two yogurts is a Greek yogurt, and that was one person's idea,” he notes, explaining how RIND Snacks is similarly transforming the snack space by focusing on differentiation and innovation.
With a growing product line, an expanding retail presence, and a commitment to driving forward progress, Matt Weiss’s vision for RIND Snacks shows no signs of slowing down. As more consumers seek healthier, more sustainable snacks, RIND Snacks is poised to continue leading the charge.
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