- Expands in-house production of crisped quinoa
and other nutrient-dense ingredients with proprietary technology - Strengthens Undercover’s ability to drive
innovation in snacks and functional food categories - Establishes a dedicated company focused on
quinoa supply chain and ingredient development
EAST
HANOVER, N.J., February 20, 2025 –
Undercover Snacks, the fast-growing, secretly better-for-you snack brand known
for its delicious, crazy-crispy chocolate quinoa crisps, today announced the
launch of Undercover Ingredients, a cutting-edge ingredient processing facility
located at its East Hanover, NJ headquarters.
“With
Undercover Ingredients, we”re vertically integrating to secure a profitable,
high-quality supply chain that fuels our rapid growth and unlocks new
opportunities for innovation,” said Diana Levy, CEO and Co-Owner of
Undercover Snacks. “Quinoa is an extraordinary superfood—a complete
plant-based protein rich in fiber, essential amino acids, antioxidants, and key
minerals. This new facility ensures a consistent, scalable supply of crisped
quinoa to support our aggressive expansion while also allowing us to develop
innovative applications for quinoa and other functional ingredients across
multiple food categories.”
“This
marks a significant strategic milestone for Undercover,” added Michael
Levy, Chairman and Co-Owner of Undercover Snacks and Undercover Ingredients.
“We’re now producing crisped quinoa at scale using our proprietary,
all-natural process that delivers an exceptional light and crispy texture and
collapsible crunch —without extrusion, oil, or additives. With Undercover
Snacks now available in over 25,000 stores and served on major airlines, we’ve
become one of the largest quinoa purchasers in the U.S. Undercover Ingredients
strengthens our supply chain while enhancing our ability to drive innovation,
not only within our core snack line but also in adjacent high-growth categories
including savory snacks, breakfast foods, GLP-1-friendly treats, nutrition
bars, and cereals.”
About
Undercover Ingredients
Undercover
Ingredients is an advanced ingredient processing company focused on producing
nutrient-dense, functional superfoods—starting with its premium, all-natural
crisped quinoa. Based in East Hanover, New Jersey, the company was established
to strengthen the supply chain and innovation pipeline of Undercover Snacks,
whose Chocolate Quinoa Crisps are available in over 25,000 retail locations
nationwide, including Whole Foods, Sprouts, Target, Kroger, CVS, and other
major grocery, convenience, and club chains. The brand is also a complimentary
in-flight snack on United Airlines, with millions of its allergy-friendly,
gluten-free Chocolate Quinoa Crisps served monthly.
Undercover
Snacks (Undercover Chocolate Company) and Undercover Ingredients are
majority-owned and operated by Michael and Diana Levy.
Media Contact
Kate Amabile – Media@UndercoverSnacks.com
973-665-8150
