FitJoy Foods Debuting Grain-Free Peanut Butter-Filled Nuggets at Expo West

AUSTIN, Texas— FitJoy Foods, which has rapidly expanded with its lineup of grain-free, on-the-go snacks, will unveil grain-free peanut butter-filled pretzel nuggets at Natural Products Expo West (Booth 8118). The snack will be provided complimentary in the event’s media room and begin hitting shelves in September with a $5.99 on-shelf price.

The debut follows FitJoy’s launch last year of grain-free Himalayan pink salt pretzel sticks and grain-free honey mustard pretzel twists. The success of both propelled the Austin-based company into more than 6,500 retailers nationwide earlier this year.

The delicious, satisfying crunch of FitJoy pretzels comes from organic cassava flour, which is naturally soft and fluffy without extra processing. Unlike refined flours, which need nutrients added back in, cassava flour is rich in nutrients like vitamin C and potassium. Similarly, FitJoy pretzels incorporate chickpea flour, which has protein and fiber you won’t find in refined wheat flour.

Americans aged 19-30 are eating nearly double the recommended daily amount of refined grains, according to the U.S. Office of Disease Prevention and Health Promotion.  Refining grains removes the germ and bran — the parts of the grain that give us healthy fats and fiber that we need — and leaves behind a white flour that then must be enriched with vitamins and nutrients. Refined grains cause a spike in blood sugar and can trigger sensitivities or allergies.

It was health issues that inspired FitJoy Founder Doss Cunningham to start the company, as he faced a celiac disease diagnosis and a sensitivity to artificial sweeteners. He started by developing a line of grain-free protein bars with real ingredients and quality nutrition he couldn’t find on the market.

“FitJoy isn’t afraid of a challenge. We’re driven to upgrade the average grocery store shelf by creating delicious and healthy grain-free snacks,” said FitJoy CEO Johnny Heiselberg.

The company recently received a $1.55 million investment by Unorthodox Ventures, the twist on an investment firm by Big Ass Fans Founder Carey Smith. Unorthodox Ventures, which will be in attendance at Natural Products Expo West, has invested more than $4 million over the past six months in four food and beverage companies and is seeking additional partners.

“We were naturally drawn to collaborate with Unorthodox Ventures because they share our no-fear approach, and they believe in natural food companies enough to put real money and real expertise behind them,” Heiselberg said.

About FitJoy

Austin-based FitJoy makes grain-free snacks that do good for your body and your community. Our forward-thinking test kitchens source the best ingredients to create innovative, grain-free recipes that are also free of gluten, maltitol, GMOs, and artificial flavors and sweeteners. Learn more at fitjoyfoods.com.

About Unorthodox Ventures

Aiming to upend today’s parasitic venture capital industry, Austin-based Unorthodox Ventures seeks out entrepreneurs with big potential and provides far more than money. Led by Big Ass Fans Founder Carey Smith, Unorthodox Ventures is a complete reinvention of the broken investment process, starting with its team of experts who help entrepreneurs by providing support for everything from engineering and marketing to customer service and logistics. Learn more at unorthodoxventures.com.

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