By: DEFI Snacks LLC
DEFI Snacks, an emerging brand founded by Tatyana Jones, is poised to revolutionize both the snacking industry and the world of female entrepreneurship. The company’s ethos is rooted in defying societal norms—whether it’s the outdated business models or the traditionally indulgent yet unhealthy snack offerings. DEFI stands for Delicious Energizing Fitness Indulgence, embodying the company’s mission to offer snacks that provide both enjoyment and support a healthy lifestyle, while supporting a greater cause: female leadership.
The first launch from DEFI Snacks features three decadent chocolate flavors—Milk Chocolate, Dark Chocolate, and Dark Chocolate with Pink Himalayan Sea Salt—each packed with indulgent ingredients and clean protein-powered inclusions. The products combine the rich taste of real chocolate with casein protein powder, whey protein crisps, and the powerhouse superfood, buckwheat. Each bag contains between 25 to 26 grams of protein, providing consumers with a snack that is as functional as it is indulgent.
Tatyana Jones, the founder of DEFI Snacks LLC, says, “We also realize that the world is not black or white, you can be bad and be good… that’s us! We offer real chocolate without substitutes that dilute taste and make you bloated, and with clean functional ingredients like casein protein powder, whey crisps and buckwheat.” This approach reflects DEFI brand’s balance of indulgence and nutrition, distinguishing it in the expanding chocolate snacking category.
Buckwheat, one of the key ingredients in DEFI Snacks, is often a misunderstood superfood. Most people don’t know that buckwheat is actually a fruit and is closer to a berry than it is to a grain. While it is naturally grain-free and gluten-free, it is also loaded with vitamins, fiber, and antioxidants. In addition to its health benefits, buckwheat is commonly recognized for its beneficial qualities, making the soil where it grows more fertile. This sustainable aspect aligns with DEFI brand’s commitment to doing business differently—not just for the benefit of consumers, but for the planet as well.
What truly sets DEFI Snacks apart from other snack brands is its purpose-driven mission. With less than 2% of funding going to female-owned businesses, DEFI Snacks aims to make a difference by donating 1% of its profits from every bag sold to support other female-run enterprises. This initiative reflects the company’s dedication to empowering women in business and breaking down barriers to leadership and entrepreneurship. “DEFI is taking a small step to address this inequity, but donating 1% of its profits to female-founded businesses is just the beginning,” Jones emphasizes.
DEFI Snacks is also committed to its local community. With a physical presence at CrossFit gyms across New Jersey, including Veracity Athletics—the birthplace of the brand—DEFI Snacks is making its way into the hands of fitness enthusiasts and snack lovers alike. Currently, pre-sales are running ahead of the official launch at the end of October, with the products available for national direct-to-consumer sales through the company’s website. In the future, DEFI Snacks aims to expand its presence into non-traditional retail spaces such as local gym chains, yoga studios, and activity-focused venues. At launch, it will also be available on Amazon nationally.
Jones believes that the chocolate category is ripe for disruption. “In a world where many consumers admit to indulging in snacks several times a week, but a majority also claim to prioritize healthy snacking and aspire to exercise more, DEFI sits at the intersection of these two trends. There’s nothing in the market today that marries decadent chocolate with functional ingredients like protein and buckwheat—without using sugar replacements. DEFI Snacks is ready to change that.”
The chocolate snacking category continues to grow, with a 4% four-year compound annual growth rate (CAGR), and smaller brands such as Undercover Chocolate experiencing rapid expansion. DEFI Snacks is positioned to capture this momentum by offering a product that balances indulgence of real, high quality chocolate with clean, functional ingredients. As consumers increasingly seek out snacks that align with their fitness and health goals, DEFI Snacks is carving out a unique space for itself in the market.
In addition to its health benefits, DEFI Snacks has also prioritized a bold and vibrant packaging design that reflects the brand’s rebellious personality. The eye-catching packaging is intended to stand out on shelves and appeal to consumers who are not only looking for a snack, but also for a brand with a purpose.
Looking ahead, DEFI Snacks has ambitious goals for the future. The company aims to secure placement in major national retailers while continuing to grow its presence in fitness-focused venues. The goal is to make DEFI Snacks available to consumers across the country, offering a snack that is as good for the body as it is for the soul.
With purpose embedded in every aspect of the business, from its ingredients to its social mission, DEFI Snacks is more than just a snack brand—it’s a movement. The company’s focus on breaking down barriers for female entrepreneurs, promoting sustainability through its use of buckwheat, and offering a snack that doesn’t compromise on taste or nutrition sets it apart from competitors.
For more information about DEFI Snacks and to explore their products, visit www.defi-snacks.com and follow them on Instagram at @defisnacks, Facebook at DEFI Snacks, and LinkedIn at DEFI Snacks.
Disclaimer: The products discussed in this article have not been evaluated by the Food and Drug Administration (FDA). These products are not intended to diagnose, treat, cure, or prevent any disease. The information provided is for educational purposes only and is not a substitute for professional medical advice, diagnosis, or treatment. Always seek the advice of your physician or other qualified health provider with any questions you may have regarding a medical condition.
Published by: Josh Tatunay
