# Founder Feature: Sean Knecht of Tantos!

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-05-08
- Length: 27m
- Episode: 303
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-08-founder-feature-sean-knecht-of-tantos
- Listen: https://share.transistor.fm/s/ef03b493

## Summary

Sean Knecht, co-founder of Tantos (the first and only puffed pasta chip), discusses building the brand with celebrity chef Joe Sasto, detailing their origin story from a DM about flour-to-egg ratios to appearing on Shark Tank twice. Knecht explains the 'Shark Tank effect,' noting 3,000 orders in three days but also a significant cash flow hit due to Amazon holding funds for over a month. He outlines his strategy for pitching Whole Foods by analyzing SKU data to prove the snack aisle was oversaturated with tortilla chips, leading to a direct conversation with the buyer.

## Outline

1. Introduction: Tantos and the Puffed Pasta Chip Concept
2. Origin Story: DMs, Pasta Lessons, and Partnership with Joe Sasto
3. Shark Tank History: First Appearance with Pride Bites and Second with Tantos
4. The Shark Tank Effect: 3,000 Orders, Cash Flow Hits, and Amazon Delays
5. Pitching Whole Foods: SKU Analysis and Overcoming Choice Paralysis
6. Co-packer as Investor and Social Media Dynamics with a Celebrity Chef

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- Tantos (product)
- Shark Tank (other)
- Whole Foods (company)
- Amazon (company)
- Pride Bites (company)
- Joe Sasto (other)
- Winter Fancy Fair (other)
- Expo West (other)

## Related episodes from other shows

- [Siete Family Foods: Miguel and Veronica Garza](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-03-15-siete-family-foods-miguel-and-veronica-garza) (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)
- [Dang Foods: Vincent and Andrew Kitirattragarn](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-01-24-dang-foods-vincent-and-andrew-kitirattragarn) (How I Built This)
- [Pipcorn: Jennifer and Jeff Martin](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin) (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)

## Citing this page

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