It seems wild that two busy moms would have room for anything on their already-full plates as significant as founding a successful BFY snack brand, but the women behind Sunnie did just that. Looking to fill what they saw as a huge gap in the food field—the shelves lacked healthy, delicious, and convenient snacks for families like theirs—they sought out to craft tasty treats not just for their broods, but families everywhere.

The endeavor has paid off—now co-founders Katy Tucker and Lisette Howard have taken Sunnie from a homegrown, online-only brand to a national presence. Retailers and consumers alike are taking notice, and the kid-friendly items even recently took home honors in Good Housekeeping’s prestigious Best Snack Awards. To learn more, we connected with Tucker and Howard to share the story with Snack Food & Wholesale Bakery readers.

Jenni Spinner: Could you please tell us a bit about Sunnie—how the idea came about, the journey from the concept to commercialization, and what sets the company apart?

Katy Tucker and Lisette Howard: Sunnie was born out of a real need we experienced as busy moms. We found ourselves constantly searching for convenient, healthy snacks for our own families, only to discover that most packaged options were loaded with less than desirable ingredients. There was a clear gap in the market. Parents needed fresh, nutritious snacks that could keep up with their on-the-go lifestyles without compromising on quality.

We launched Sunnie in 2020 as an online-only brand, focusing on creating fresh, minimally processed snacks that met families at the intersection of nutrition and convenience. The response was immediate and encouraging, which gave us the confidence to expand into grocery retail in 2021.

Our real breakthrough came in 2023 when we began scaling with a test launch into Target stores. That pilot was successful enough that this year we're expanding to 500 Target locations nationwide, alongside a full rollout at Whole Foods Market across the country.

What sets Sunnie apart is our unwavering commitment to using clean, whole ingredients in products designed specifically for busy families. We're not just another snack brand; we're parents creating solutions for parents, which means we understand the daily challenge of feeding families well when time is limited. Our fresh approach to packaged snacks fills a void that mass-market brands simply haven't addressed.

JS: Your products have a better-for-you aim—could you please tell us about the healthful aspects of your products, and why that’s important (to you, and to consumers)?

KT & LH: Our products are free from seed oils, refined sugar, and gluten, ingredients that many families are actively trying to avoid. They're also nut-free, making them accessible for school, air travel, and anywhere families go without worrying about allergen restrictions.

As parents, we wanted to create snacks we'd feel good about giving our own kids daily, products made with recognizable, trustworthy ingredients. Today's consumers have higher ingredient standards and are seeking convenience without compromise. They're reading labels more carefully and choosing brands that prioritize quality over artificial preservatives and additives.

We're meeting that demand with products that deliver on both nutrition and convenience, filling a gap that customers tell us they've been looking for.

JS: They’re not just good for you—they’re also designed to give consumers a convenient snack option—could you please talk about that?

KT & LH: Our snacks are designed for real-life moments like rushing out the door, packing lunches, traveling, or keeping something healthy in the car. Because they're nut-free, parents don't have to think twice about where they can bring them—school, airplanes, or anywhere allergen restrictions apply.

We've created snacks that work for both kids and adults, so families aren't juggling multiple options. Parents no longer have to choose between giving their families something nutritious or something that fits their hectic lifestyle, our products deliver both.

KT & LH: Our new S'more Snack Dipper is a throwback treat with completely updated ingredients—all the nostalgia, none of the junk. We took the beloved s'mores experience and reimagined it with our better-for-you standards.

The snack pack includes our grain-free sea salt crackers, a rich cocoa spread made with pumpkin seeds, cocoa, and dates, and a marshmallow fluff created with egg whites and sweetened naturally with dates. Every component is free from refined sugar, seed oils, and gluten, while still delivering that classic s'mores flavor profile families love.

It's the perfect example of how we approach product development—taking familiar favorites and making them with ingredients parents can feel good about, without sacrificing the taste and experience that makes these treats special.

JS: Then, please tell us about the other products in the Sunnie lineup and what makes them special.

KT & LH: Our entire lineup revolves around updating beloved flavor profiles that resonate with both kids and adults.

Our Pizza Snack recreates the classic pizza experience with our crackers, pizza sauce, and cheese you can sprinkle on top. The Jam Snack is essentially a dippable, grain-free, nut-free PB&J—it's actually our best seller thanks to its throwback appeal, great protein content, and playful format that makes snacking interactive. Our Cocoa Snack features our chocolate pumpkin seed spread (think nut-free Nutella) paired with crackers for dipping. Each of these maintains that familiar flavor profile while meeting our clean ingredient standards.

We also have two standalone products—bags of our Sea Salt and Cheddar crackers—which will be available nationally at Whole Foods this month. These give families the option to enjoy our grain-free crackers on their own or pair them with their favorite dips and spreads.

JS: Your goodies are in WFM and now in nearly 500 Target stores—can you share your perspective on the journey to reaching retail partners (congrats on connecting with such powerhouse retailers), and any lessons you learned along the way?

KT & LH: Getting to these incredible partnerships required hearing a lot of "no's" before we got our "yes's." The biggest lesson we learned is simply don't give up—perseverance and grit are absolutely essential in this industry.

But equally important has been building a genuine community around our brand. Without our passionate customers and fans, our adoption rate in retail would be nothing. It's their support and love for what we're building that keeps us on shelf and drives our growth.

Retailers want to see proof that consumers are actively seeking out and purchasing your products. Having that dedicated fanbase who believes in our mission has been crucial in demonstrating to partners like Whole Foods and Target that there's real demand for what we're creating.

JS: What’s next for Sunnie? Please feel free to talk about new products, other retail partnerships, expansion of production, whatever you like.

KT & LH: We're in an exciting expansion phase right now. This summer, we're rolling out into even more retail doors (including Fresh Thyme and HyVee, both in the Midwest), and we have big plans to continue growing our retail footprint throughout next year.

We're also developing some new product formats that we're really excited about, which we'll be sharing more details on later this year. Our focus remains on meeting families where they are with convenient, better-for-you options that fit seamlessly into their busy lives.

JS: Do you have a favorite among the Sunnie portfolio items?

KT & LH: It's hard to choose a favorite among our products, but we both absolutely adore the Jam Snack. There's something so satisfying about it, whether we're having it with our morning coffee as a quick breakfast or reaching for it as a late afternoon pick-me-up.

Related: Sunnie launches S'more Snack Dipper