Peanut butter has a new best friend. Meet Chia Smash, the jams that seek to disrupt the outdated and traditional jam, jellies, and preservatives aisle. Their products aim is to be the healthiest on the shelf, giving nutrition-conscious customers an alternative to sugar-packed fruit spreads.
Founded in 2019 by Anna Peck and Steve Ford, Chia Smash’s jellies are made with delicious superfoods while keeping a clean and simple ingredient line. Yes, that means no preservatives, pectin or added sugar. Filling its jars instead are upcycled fruit, or “imperfect” fruit that would otherwise go to waste.
Because Chia Smash provides the jam aisle with a fresh better-for-you and better-for-the-environment product, we are excited to announce our investment in their seed round. Chia Smash caught our eye for three main reasons:
Caption: Chia Smash is not your grandmother’s jam. It’s bold, unapologetic, and proud of its claims.
Reason One: Chia Smash is an innovator in a sleepy, sugar-packed category
Chia Smash is not afraid to be different in a space that has seen little innovation in 30 years. The packaging alone is a stark contrast from the usual incumbents; traditional jams have a bland white label with meek cursive font. In contrast, Chia Smash’s product labels are boldly colorful with big unapologetic lettering.
Caption: Chia Smash is the only brand to be certifiably “up-cycled”
Even more exciting than the packaging is the recipe itself. While conventional jams have 8-10 grams of added sugar, Chia Smash uniquely claims zero grams of added sugars, naturally sweetening the product with dates. With 74% of US consumers looking to avoid sugar, these products seek to fill the increasing demand for better-for-you products in every corner of the kitchen cabinet.
Additionally, Chia Smash is the only brand in the category to be certifiably upcycled. Because it seeks to utilize “ugly” fruit, the company aims to reduce food waste while being cost-efficient. And with consumer interest in up-cycled food growing 147% in the past year, Chia Smash is poised in the market for success.
Reason Two: Strong Retail Partnerships and Performance
Chia Smash is an omnichannel company, selling through DTC and retailers. Currently, Chia Smash is sold in 1,200 retail stores including Whole Foods, Kroger, and Sprouts, with plans to grow to 2,000 by end of year.
The company has also found success selling on Amazon. With minimal marketing efforts, Chia Smash has earned a place in the top 25 in the category. Consumers rave about the no-added sugar and its use in yogurts, on toast, and with peanut butter. Part of the seed raise will be used to amplify its offerings on Amazon and continue its growth trajectory.
In addition to Amazon and its own website, you can also find Chia Smash on other DTC sites, such as Thrive, Imperfect Foods, and FreshDirect.
Reason Three: Great founding team
Anna and Steve are a dynamic duo handling the entire Chia Smash operations. Anna, the CEO and Founder, started Chia Smash in her kitchen and is passionate about healthy eating. As a former Division 1 athlete, Anna is acutely aware of the larger better-for-you trends sweeping the US. Previously, Anna worked in product innovation at Blue Apron, where she met Steve, the COO and Co-Founder. Steve is an industrial engineer by trade with previous experience in Amazon. A highly experienced operator, Steve helped secure a contract with a leading co-manufacturer in the jam space. Chia Smash’s advisory board includes executives from Unilever and Yasso, as well as executives from the hospitality industry – a key area should the team decide to expand into foodservice.
Want to Learn More About Chia Smash?
We’re thrilled to support Chia Smash’s next phase of growth as they seek to expand their presence in retail and online. We fully expect Chia Smash to become a household name soon! To learn more about the company check out their website and buy a jar of their delicious jam.
If you’re interested in learning more about Branch Ventures Group and what we do, please reference our Investor page or reach out to info@branchventuregroup.com.