Consumers continue to show keen interest in feeding themselves baked goods and snacks that offer great taste and better health. That creates a challenge for food producers, because shoppers don’t show many signs on being willing to compromise on either. Nima Fotovat, co-founder and president of MadeGood, to talk about the trend and how his company is working to deliver products that satisfy an increasing demanding population.

Jenni Spinner: We’re in a bit of a BFY snacking renaissance right now—could you please talk about how that consumer trend has evolved in recent years, and how food producers have been seeking to deliver on that interest?

Nima Fotovat: The better-for-you snacking category has undergone a massive surge in recent years, as we’ve seen firsthand at MadeGood. A decade ago, better-for-you was often synonymous with a sacrifice; consumers expected snacks to either taste good or be good for them, but brands rarely delivered on both. Today, we are leading a refreshing “no compromise" era in the category. Modern consumers are incredibly savvy; they aren't just looking for simple ingredient labels—they’re looking for complete transparency and products that taste as good as they make you feel. This mindset is actually what ignited MadeGood’s launch over 12 years ago—we set out to create a snack brand that fills almost every bucket.

At MadeGood, we believe great snacks should deliver more than great taste. We’re obsessed with creating high-quality snacks consumers love, guided by our Triple Bottom Line philosophy that puts People, Planet, and Profit at the center of how we operate. By supporting the people across our supply chain, caring for the planet, and building a responsible business, we aim to create snacks consumers feel proud to support.

JS: MadeGood has been around longer than most of the brands in the category—could you please share a bit about the history and growth of the company?

NF: My family, my wife Ladan and I experienced the universal parental struggle of packing our kids’ lunches. Simply put, it was nearly impossible to find actually good-for-you, nut-free products that our kids actually enjoyed. Sparked by this experience, we joined forces with my sisters, Salma and Sahba, and founded MadeGood in 2014. We saw a gap in the market for organic, allergy-friendly snacks that are loved by kids and adults. It’s hard to believe it’s been over 12 years since MadeGood’s inception.

We’ve since grown into a household snacking name, but remain proudly family-owned and privately held. Salma, Sahba, and I are driven everyday by an utter obsession with delighting consumers through our incredible products. Today, we’re one of the fastest-growing granola snack brands (based on organic growth), redefining oat-based snacking with products people actually crave.

MadeGood’s footprint expands across North America (with a global retail footprint of 40,000 doors). One of the biggest drivers of our growth has been our commitment to 100% vertical integration. We operate 480,000 square feet of our own production facilities in the Greater Toronto area. This allows us to maintain 100% control over our quality and sustainability promises, which is the foundation of the trust we’ve built with our community. As a Certified B Corp, we are proudly committed to creating a positive, genuine impact on the planet and communities through fully certified organic products and responsible sourcing.

JS: The company offers a pretty diverse range of products—could you please share an overview, as well as what characteristics and qualities they all have in common?

NF: Many consumers immediately recognize MadeGood by our wildly popular, fan-favorite Granola Bites. In flavors like Chocolate Chip, Strawberry, and our latest launch, Trail Mix, our proprietary Granola Bites are reimagining the granola bar category. Since introducing the world to the convenient, crumb-free, and unbelievably delicious Granola Bites, they’ve become our fastest-turning segment and a key point of entry into the brand.

Beyond Bites, our product portfolio spans the entire snack aisle. From reimagined Granola Bars, Soft Baked Oat Bars + Oat Cups, Soft Baked Cookies, and our brand-new Crunchy Granola Squares.

All of our products have several core qualities in common, and we’re proud to uphold an incredibly high standard when it comes to our ingredients, environmental impact, and of course, taste. We prioritize real, simple ingredients and are always organic and free of the top nine allergens. Taste-wise, the entire better-for-you product collection is packed with craveworthy flavors. Simply put, we’re obsessed with creating perfect flavors and textures - and in result, MadeGood fans are equally obsessed with our results.

In terms of certifications, all MadeGood snacks are USDA Organic, Certified Gluten-free, Certified Plastic Neutral, Vegan, and Kosher.

JS: At Expo West, you announced a new addition to the family—could you please tell us about the Crunchy Granola Squares? Feel free to tell us about the trio of flavors you’ve started the line with.

NF: Expo West was incredibly exciting for us as we debuted a brand-new product collection, Crunchy Granola Squares, which have now officially launched nationwide in stores like Target, Publix, Harris Teeter, Hyvee, and more. The Squares, which come in three mouthwatering flavor combinations (Oats & Dark Chocolate, Sweet Cinnamon & Sea Salt, Blueberry & Vanilla), are MadeGood’s modern take on a classically crunchy bar. With 25% less sugar than the leading crunchy bar, the Squares maintain our better-for-you promise (these are a good source of fiber and vitamin D), while packing in a satisfying crunchy bite and craveworthy sweetness. These can be snacked on anytime of the day - as a morning snack, mid-day pick me up, or a subtly sweet addition to your lunchbox.

JS: What’s next for MadeGood? If you have any new products, company expansion, retail partnerships, or other news you can preview, we’d love to hear. 

NF: MadeGood fans are in luck—we’re constantly innovating at our production facilities, and have several exciting innovations in the works for 2026. In addition to our latest new launches (the Crunchy Granola Squares + Trail Mix Granola Bites), we’re rolling out several new additions to the product family in the coming months, including seasonal limited-time offerings. From a partnership perspective, we're thrilled to have just announced MadeGood's entrance on Delta Airlines. Our best-selling Chewy Chocolate Chip Granola Bars are now officially available as an in-flight snack option on domestic travel. It's an incredibly validating partnership, and we're excited to be a travel-friendly option for Delta flyers.

JS: Finally, what’s your favorite MadeGood product? It’s okay to name more than one.

NF: It’s nearly impossible to pick just one favorite MadeGood product; I truly love every single one. But my favorites are the Mixed Berry Chewy Granola Bar and our new Oats & Dark Chocolate Crunchy Granola Squares.

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