SmartSweets creator launches chips brand
Snackish is currently available nationwide at U.S. Target locations.
The woman who rewrote the candy aisle just walked into the chip aisle, says Snackish, whose products are now available on shelves across North America. Founded by Tara Bosch, the Snackish vision was born when her daughter Willa became obsessed with potato chips, a love Bosch shared, and she set out to change what a chip could be, the brand adds. She had done it before, reportedly dropping out of college to test recipes in her kitchen and build SmartSweets into a category-defining success before its reported $360 million acquisition in 2020. This time, Snackish is empowering a new generation to eat chips every day, it says.
Built around a simple promise, Eat Chips Every Day, Snackish is available now nationwide at Target across the U.S and at Loblaws and Whole Foods across Canada.
“I don’t start with a market gap. I start with a person I love who is being failed by what exists, then I go create it,” says Bosch. “I wanted to eat candy every day and feel good about it with my grandmother. Now I want to eat chips every day and feel good about it with my daughter.”
The brand uses protein, fiber, and avocado oil, and is launching with five flavors, with an SRP of $4.99: BBQ Bash, Salt Kissed, Pickle Punch, Jalapeño Kick, and Vinegar Rush.
Snackish is self-funded and vertically integrated through its wholly owned 65,000-square-foot manufacturing facility, the Snacktory. It's women-owned and women-led, with a leadership team that reportedly brings deep experience in building category-defining consumer brands. Every team member holds meaningful equity, and creators including Kat Stickler, Mikayla Matthews of The Secret Lives of Mormon Wives, Aspyn Ovard, Vidya Gopalan, and Levi Coralynn joined as owners from day one.
"I'm passionate about giving other women a seat at the table,” says Bosch.
It reflects what Snackish is building beyond the bag, the brand notes: a social-forward snack company obsessed with community, built on product obsession, operational control, and shared ownership. For Bosch, it's about building a brand built on an emotional connection to the universal feeling of being a little snackish, one that earns its place in the cart through taste, trust, and repeat behavior, she says.
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