Absurd Snacks Ramps Up Production With New Co-Man, Goes National with TJX Companies

Allergy-friendly snack mix slinger Absurd Snacks is officially going nationwide through a new retail partnership with TJX Companies’ HomeGoods, Marshalls and TJ Maxx banners, adding 3,500 new stores to its retail footprint.

Offered in two flavors – Maple Cinnamon and Rosemary Sea Salt – the brand’s 5 oz. Chickpea & Granola Crunch Mix will be available in the gourmet snack aisles of select participating stores. The products began rolling out to HomeGoods earlier this month and will hit the shelves of Marshalls and TJ Maxx through early October.

Absurd Snacks’ partnership with TJX was born out of a conversation between co-founders Eli Bank and Grace Mittl and a HomeGoods buyer at the Specialty Food Association’s Fancy Food Show.

“What’s really resonated with us about how [HomeGoods] operate[s] is that they like to keep their shopping experience very curated and very treasure hunting-esque,” Mittl told Nosh. “The average shopper comes through every 10 days, so they have the ability to create an intimate shopping experience.”

While brands working with TJX must sell their products at a lower price, the partnership cuts out the middleman (read: distributor), as the retailer picks up the product directly from the co-packer. Additionally, there is no marketing spend, sampling requirements or additional discounting often associated with more conventional retailers.

“It’s an entirely different relationship and dynamic, but that’s how this makes it feasible as a small brand to be able to launch [here]. It’s cool to be able to have that opportunity from a marketing perspective as well, because we’ll be in areas where we’ve never really been present before,” said Bank.

“We’re relying on UGC, email newsletters and word of mouth to get the word out there. There are no shelf talkers or product sampling, or any of those expensive things. It makes for a really great experience for the brand to be able to invest in the relationship,” added Mittl.

Absurd Snacks began as part of a competition in Mittl and Bank’s management entrepreneurship class at the University of Richmond in 2022, and was inspired by a classmate living with severe food allergies. The duo took a year after graduation to rebuild the brand’s supply chain, raise funds and develop a business model, officially bringing the brand to market in March 2023.

Its Crunch Mixes are free of the top nine allergens, hence the tagline “Munch Without Limits.” The snacks, which are crafted with chickpeas, seed-based granola clusters and naturally sweetened dried fruit, deliver 7 grams of protein and 5-6 grams of fiber per serving. Alongside HomeGoods, TJ Maxx and Marshalls, the products are available at Whole Foods Market stores, specialty grocers and coffee shops across the Mid-Atlantic.

The brand’s new partnership with TJX will be supported by its new co-manufacturer, which has enabled the brand to produce 20,000 bags in one shift, compared to 1,000 bags a day in its former commercial kitchen. The individual who runs the facility is a longtime mentor of Bank and Mittl, who coached them through food safety at their old site.

“It’s been a full circle moment. As someone who knows our business forwards and backwards and who has been in the weeds with us, having this partnership creates a strong foundation for our growth,” said Bank.

The co-man has also helped the brand acquire a slew of new certifications, including gluten-free, non-GMO and kosher. The credibility of the certifications has “been a game changer for having retail conversations,” according to Bank.

Beyond its latest brick-and-mortar retail launch, Absurd Snacks is deepening its presence in the ecommerce channel with its Amazon debut. The launch enables the brand to continue advancing its mission of making inclusive snacks more accessible.

“A lot of Amazon reviews are calling out the good protein and fiber content, and we know that protein maxing is a big thing right now. [Absurd Snacks] will stay relevant through the highs and lows of consumer trends because we are prioritizing a wholesome, holistic approach to snacking. It’s contributing to a healthy diet rather than relying on X grams of X, Y, Z to relate to consumers,” said Mittl.