Dealing with health challenges can really bring down a person’s mood. What’s more, not being able to find tasty snacks that don’t exacerbate the condition doesn’t help the situation. Diana Gonzalez, CEO and founder of Cactus Foods, created the company and its line of better-for-you tortilla chips after dealing with her own health challenges. We connected with her to talk about the products, the healing properties of the main ingredient, and the company’s growth.

Jenni Spinner: Could you please tell us a bit about how Cactus Foods got started—how you came up with the concept, your health journey, the process from idea to launch, and how you’ve grown since?

Diana Gonzalez: Cactus Foods began as a deeply personal journey. Several years ago, I was navigating significant autoimmune issues, specifically Hashimoto’s Thyroid and struggling to find snacks that were both delicious and gentle on my system and gluten-free. I grew up eating nopales (cactus), a staple in Mexican cuisine, and my mother always emphasized its healing properties—fiber-dense, nutrient-rich, and naturally anti-inflammatory.

That connection sparked an idea: What if we could take a culturally rooted superfood and transform it into a modern, clean-label snack?

What started in my small kitchen—experimenting with cactus paddles, and simple spices—eventually evolved into Cactus Crunch. After countless test batches, consumer trials with friends and family, and partnering with a co-manufacturer who believed in our mission, we launched our first product line.

JS: Cactus is an interesting choice for a chip base—could you please share how you settled upon that ingredient, the benefits, and (if there are any) some of the challenges of working with that ingredient?

DG: Cactus—specifically prickly pear cactus (nopales)—is an underutilized powerhouse ingredient. It’s naturally rich in prebiotic fiber, antioxidants, and vitamins, and is recognized for helping regulate blood sugar and supporting gut health.

Beyond the nutritional benefits, cactus brings a distinct lightness and crispness to our chips that you don’t get from traditional tortilla chips. We use stone-milled corn, which gives it that traditional tortilla chip taste, but we also infuse it with cactus and Spinach, which gives it that natural green color. Our chips are also high in potassium, and each serving size has 2 g of fiber.

One of our challenges was finding a manufacturer that had worked with cactus. We didn’t find any, but we did find one that was willing to work and experiment with us. It required extensive R&D to get the texture right and bring out the best flavors while maintaining clean ingredients. But once we cracked the formula, it became clear: cactus is delicious and a great way to make our snacks more plant-based and healthier.

JS: Then, the recipe for your chips is thoughtful and healthful; please share why that’s important, and on trend with today’s health-conscious consumers.

DG: We aim to create snacks that don’t force consumers to compromise. People want familiar comfort foods, but they also expect transparency, clean ingredients, and functional benefits.

Our recipe reflects that balance. Cactus is naturally high in fiber and low in calories, and pairing it with simple, real-food ingredients allows us to deliver a snack that’s bold in flavor yet light on the stomach. As more consumers gravitate toward gut-friendly, plant-based, and minimally processed foods, Cactus Crunch fits right into the “better-for-you” movement without feeling restrictive or “too healthy.”

JS: Please tell us about the products and flavors, and why you feel those are going to attract consumers looking for fun tastes as well as BFY benefits.

DG: Our current lineup includes:

• Sea Salt – Clean, simple, and incredibly versatile for dipping or pairing.
• Jalapeño Citrus – Bright, zesty, and with a satisfying kick—delivering bold flavor without the heaviness.

It’s not just our flavors that set us apart, but our process. We use significantly less oil than the average tortilla chip. Each chip is first baked and then lightly fried, which gives it a smokier, crunchier texture while keeping the calories lighter. Our chips are also naturally green, thanks to the cactus base—proof that you don’t need artificial colors, flavorings, or excessive oils to create excitement.

Cactus allows the flavors to truly shine, making our chips appealing to both adventurous snackers and consumers seeking better-for-you options.

Cactus is also trending for good reason: it’s incredibly sustainable. It regenerates soil, requires minimal water, and naturally absorbs carbon dioxide. Beyond food, cactus is gaining traction across industries—cactus leather is now being used by companies like BMW, Mercedes-Benz, and H&M as an eco-friendly material. We believe cactus is on the rise as the next major functional and sustainable ingredient—starting with beverages and now making its way into snacks.

JS: You’re expanding your retail reach—could you please tell us a bit about how you’ve managed to make connections with Bristol Farms, Walmart Marketplace, and other outlets?

DG: Our retail growth has been a combination of persistence, storytelling, and strong demo performance—but just as importantly, it has come from showing up in person. Most of our retail connections have been built through food shows, community events, and direct founder engagement. Connection and networking are still incredibly powerful. Buyers, retailers, and customers want to hear directly from the founder, learn the story behind the brand, and—most importantly—taste the chips. If you’ve tried our chips, you’re sold.

We connected with Bristol Farms through the Naturally LA Pitch Slam, where we placed second. That visibility opened meaningful conversations with their team and ultimately led to a highly successful launch, with sellouts in multiple stores within the first two weeks.

In the end, our growth has come from a mix of authenticity, hustle/grit, community presence, and letting the product speak for itself.

JS: What’s next for Cactus Crunch—I’d love to hear about new flavors, retail partners, production expansion, shows you’re exhibiting at—whatever you’d like to share. 

DG: We’re in an exciting growth phase. A few things on the horizon:

• New flavors: We’re developing a third flavor. Stay tuned.
• Retail expansion: Starting on March 1, Cactus Crunch will be in a natural and organic endcap in over 330+ Kroger stores nationwide - Ralphs, King Soopers, Fry's, Fred Meyer's, Mariano's, and more. We’re exploring opportunities with Lazy Acres, New Leaf, Mother’s Market, and Gelson’s, and additional national retailers through KeHe.
• Production scale-up: We’re expanding our manufacturing capacity to support wider distribution across the U.S.

JS: Do you have a favorite product in the portfolio? 

DG: Our personal favorite is the Sea Salt flavor. It’s simple, clean, and incredibly versatile—but what surprised us most is how much kids love it. It has become a great (and easy) way for parents to sneak in extra veggies through a snack that tastes familiar and fun.

Sea Salt also pairs beautifully with just about anything: salsa, guacamole, nachos, or even as a crunchy salad topper. It’s the flavor that truly showcases the natural taste and texture of cactus, and it’s the one we reach for every day.

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