After a breakout year, the award-winning, woman-owned brand accelerates growth with bold new flavors and formats. Visit DEFI Snacks at Natural Products Expo West at Booth #8913.

CHATHAM, NJ (Jan. 13, 2025) — DEFI Snacks is redefining modern snacking by combining indulgence, performance, and purpose into superfood-infused chocolate bites. Female-founded and rooted in global tradition, DEFI delivers high-protein snacks designed for fitness-minded, clean-eating consumers who refuse to choose between nourishment and indulgence.

Each DEFI Snack recipe is built on sprouted organic buckwheat, a fiber-rich superfood. Combined with fast-absorbing whey protein crisps that offer immediate energy and slow-digesting European-grade casein protein that digests slowly to promote longer-lasting satiety, DEFI delivers time-lapsed nutrition that satisfies immediately and fuels the body over time.

Founded by Tatyana Jones, DEFI Snacks was inspired by her Ukrainian upbringing, where buckwheat is a daily staple, much like rice or potatoes in the U.S. Across Ukraine and neighboring Slovak countries, buckwheat has long been valued for its resilience, nourishment, and versatility. When Tatyana moved to the United States, she was surprised to find that buckwheat was largely unknown and widely misunderstood.

"Most people assume buckwheat is a wheat or some type of a grain," says Tatyana. "In reality, it's neither. Buckwheat is a naturally gluten-free flower seed, and nutritionally outperforms many of today's trendy ingredients. It's great for your gut, is loaded with fiber, protein, vitamins and antioxidants…and the list goes on."

Motivated by the untapped potential of buckwheat, Tatyana partnered with a trusted scientist to explore white-space opportunities for a buckwheat-based product. After much experimentation and category analysis, she identified a clear gap in the market: snacks that are truly indulgent, yet go beyond empty calories with nutrient density and function.

Shortly after, Tatyana partnered with Chef Jean-François Bonnet, known for helping formulate many of the original Hu Chocolate flavors before the brand was sold to snacking giant, Mondelez.

A New Definition of Indulgence

DEFI stands for "Delicious Energizing Fitness Indulgence," a philosophy reflected in its lineup of high-protein, superfood-infused chocolate bites:

• Dark Chocolate Himalayan Salt Crispy Superfood Bite
• Dark Chocolate Crispy Superfood Bite
• Milk Chocolate Crispy Superfood Bite
• Milk Chocolate Peanut Butter Crunch Crispy Superfood Bite (new)

Each crunchy bite is crafted to deliver sustained, time-lapsed nutrition which satisfies immediately and fuels the body over time, keeping you satisfied for hours.

Ingredient Integrity, by Design

DEFI Snacks' formulations connect nutrient-dense recipes with modern consumer values of sustainability, women's empowerment, and flavors with universal appeal. Each flavor starts with premium-quality chocolate, infused with better-for-you ingredients that control sugar intake and satiety, while delivering other health and functional benefits.

Key ingredients include:

• Real premium non-GMO chocolate, featuring 70% cacao dark chocolate sourced from the Dominican Republic and Ecuador or velvety 38% cacao milk chocolate from Peru. Both chocolates are sourced through a leading B Corp–certified chocolate producer committed to sustainable and fair practices, with full traceability of cacao beans down to the village level.
• Sprouted Organic Buckwheat, a naturally gluten-free and grain-free superfood rich in protein, fiber, B vitamins, magnesium, and antioxidants. Buckwheat contains prebiotic fiber that helps slow sugar absorption and support gut health and is also one of the most sustainable ingredients that exists. True to the DEFI brand's ethos, buckwheat enriches everything it touches. Farmers adore it because it requires low to no maintenance, yet it makes the earth it grows in incredibly fertile.
• European-grade non-GMO Whey Protein Crisps, a fast-absorbing milk protein crisp delivering immediate energy and a crunchy texture
• European-grade non-GMO pure casein protein powder, a slow-digesting milk protein that promotes longer-lasting satiety and keeps you fuller over time

Together, this combination delivers a multi-sensory texture by combining smooth chocolate with crispy crunch and sustained satisfaction that resonates strongly with Gen Z and millennial consumers. Furthermore, DEFI avoids the calorie-cutting shortcuts common in the category, choosing real ingredients and balanced nutrition without compromising taste or long-term integrity.

A Female-Led Brand That Lifts Others

DEFI Snacks is built on defiance, not just of traditional snacking norms, but of how business is done. As a female-founded company, DEFI donates 1% of its profitable sales to women-owned startups that defy the odds, reinforcing its commitment to entrepreneurship, equity, and community. As the brand grows, it hopes to lift itself by lifting others, growing its influence in the community.

The brand's mission sits at the intersection of health, fitness, entrepreneurship, and female empowerment, creating indulgence with intention for busy professionals, clean-eating foodies, and performance-driven lifestyles.

Retail Momentum and Industry Recognition

DEFI Snacks' rapid growth in the past year has earned both buyer attention and award-winning industry acclaim, including:

• Enthuse Foundation Grand Prize Award Winner
• Good Housekeeping Best Snack Awards Winner
• Feature on Good Morning America
• Startup CPG Shelfies Award Winner
• Food & Beverage Magazine's Editor's Top Pick
• RangeMe's #3 Most Popular Snacking Brand in only 10 months

DEFI is currently available direct as well as through UNFI, following acceptance into the highly competitive UNFI Up Next Program, enabling regional and national distribution for game changer brands.

Looking Ahead: 2026 Innovation and Growth

DEFI Snacks is entering its next phase of growth with plans for new flavors, new formats, and innovative vegan options launching in 2026. Upcoming formats are designed to meet consumers across more occasions and channels, while leaning into delivering high protein and high fiber—claims both retailers and consumers are searching for.

To support national retail expansion, DEFI has also kicked off a 2026 seed raise, targeting $1.5 million to fuel distribution, innovation, and brand growth at shelf.

Visit DEFI Snacks at Natural Products Expo West, March 3-5, 2026, at Booth #8913 (ACC Level 3), Anaheim Convention Center, Anaheim, CA.

About DEFI Snacks

DEFI Snacks is a female-founded, purpose-driven snack brand redefining indulgence through protein-infused real premium chocolate bites, made with sprouted organic buckwheat, a superfood like no other! Rooted in Ukrainian tradition and built for modern lifestyles, DEFI connects satisfaction, nutrition, empowerment, and flavor — while donating 1% of profits to women-owned startups that dare to defy the odds. Products can be purchased on their website, via Amazon and at Raley's (Northern California), Wakefern / ShopRite (East Coast), and over 150 independent retailers nationwide. Follow DEFI Snacks on Facebook, Instagram, TikTok and LinkedIn. Visit defi-snacks.com.

For Wholesale Inquiries email sales@defi-snacks.com

Qualified Investor Inquiries email tatyana.jones@defi-snacks.com

Media Contact: Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042