# Founder Feature: Grace Mittl of Absurd Snacks

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-06-13
- Length: 34m
- Episode: 161
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-13-founder-feature-grace-mittl-of-absurd-snacks
- Listen: https://share.transistor.fm/s/4ae00cf7

## Summary

Grace Mittl, co-founder of Absurd Snacks, explains how a college entrepreneurship course and a classmate’s severe food allergies inspired the brand’s allergen-free, protein-rich snack mixes. She details the operational pivot from self-manufacturing in New Jersey to an outsourced partner to enable volume, and the strategic launch of Amazon sales alongside existing retail partnerships with Whole Foods Market, Kroger, and Publix. Mittl highlights the importance of community-driven marketing, including a brand ambassador program and FAIR Pact Alliance membership, while discussing their angel-funded growth and plans for future fundraising rounds.

## Outline

1. Introduction: Grace Mittl and Absurd Snacks Origin Story
2. Product Development: Recipe Evolution and Allergen-Free Formulation
3. Manufacturing Challenges: From Self-Production to Outsourced Co-Manufacturing
4. Retail Strategy: Regional Growth with Whole Foods, Kroger, and Publix
5. E-commerce Launch: Amazon Strategy, Inventory, and Marketing
6. Community Building: Brand Ambassadors, Social Media, and FAIR Pact Alliance
7. Funding, Team Structure, and Founder Advice

## Topics

- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies

## Mentioned

- Absurd Snacks (product)
- Whole Foods Market (company)
- Kroger (company)
- Publix (company)
- FAIR Pact Alliance (other)
- Daybreak (company)

## Related episodes from other shows

- [354 - Beyond the dieline with the incomparable Jake Karls from Mid-Day Squares](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-07-22-354-beyond-the-dieline-with-the-incomparable-jake-karls-from-mid-day-squares) (People of Packaging)
- [MadeGood: Salma and Nima Fotovat Lost Their First Business. They Grew Their Next One Into a Snack Giant.](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-10-madegood-salma-and-nima-fotovat-lost-their-first-business-they-grew-their-next-o) (How I Built This)
- [Live From The HIBT Summit: Stacy Madison of Stacy's Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-03-12-live-from-the-hibt-summit-stacy-madison-of-stacys-pita-chips) (How I Built This)
- [Perfect Snacks: Bill and Leigh Keith](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-09-perfect-snacks-bill-and-leigh-keith) (How I Built This)
- [Simple Mills: Katlin Smith](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith) (How I Built This)

## Citing this page

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