CHATHAM, N.J. — DEFI Snacks, an award-winning, female-founded snack brand, is accelerating growth after a breakout year by expanding its lineup of high-protein, superfood-infused chocolate bites designed to provide both quick energy and lasting satiety.
Positioned where indulgence meets performance, DEFI Snacks combines premium chocolate with sprouted organic buckwheat and a mix of fast- and slow-digesting proteins to create what the brand calls “time-lapsed nutrition.” The approach targets fitness-focused, clean-label consumers seeking functional snacks without sacrificing flavor.
Each DEFI recipe is built on sprouted organic buckwheat, a naturally gluten-free, fiber-rich superfood, paired with quickly-absorbing whey protein crisps for immediate energy and European-grade casein protein that digests slowly to promote longer-lasting fullness.
Rooted in Global Tradition, Built for Modern Consumers
Founded by Tatyana Jones, DEFI Snacks draws inspiration from her Ukrainian childhood, where buckwheat is a daily staple. After moving to the U.S., Jones saw a gap in the market for buckwheat-based products that offer both indulgence and functional nutrition.
“Most people assume buckwheat is wheat or a grain, but it’s neither,” Jones said. “It’s a naturally gluten-free flower seed with exceptional nutritional value, including fiber, protein, and antioxidants.”
To bring the concept to market, Jones partnered with a food scientist and later with Chef Jean-François Bonnet, who had previously helped formulate Hu Chocolate's early flavors.
Product Lineup and Ingredient Focus
DEFI, an acronym for Delicious Energizing Fitness Indulgence, currently offers four varieties of crispy chocolate bites:
- Dark Chocolate Himalayan Salt
- Dark Chocolate Crispy
- Milk Chocolate Crispy
- Milk Chocolate Peanut Butter Crunch (new)
Formulations feature non-GMO premium chocolate, including 70% cacao dark chocolate sourced from the Dominican Republic and Ecuador, and 38% cacao milk chocolate from Peru. These are produced by a B Corp–certified supplier with full cacao traceability. The brand emphasizes ingredient integrity, sustainability, and balanced nutrition rather than aggressive calorie cutting.
Retail Traction and Recognition
DEFI Snacks has gained significant momentum over the past year, earning multiple industry awards and national media exposure. The brand is currently distributed directly to consumers and through UNFI following acceptance into the UNFI Up Next Program. It is available at regional grocers and more than 150 independent retailers nationwide.
Growth Plans for 2026
Looking ahead, DEFI plans to introduce new flavors, formats, and vegan options in 2026, while pursuing a $1.5 million seed raise to support national retail expansion, innovation, and brand development.
DEFI Snacks will showcase its products at Natural Products Expo West, March 3–5, 2026, at Booth #8913 (ACC Level 3) at the Anaheim Convention Center.
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