DEFI Snacks LLC, founded by Tatyana Jones, has launched a distinctive line of chocolate snacks with a dual mission to disrupt both the snacking industry and to champion women in business. The brand’s name, DEFI—which stands for Delicious Energizing Fitness Indulgence—embodies its unique take on indulgent yet functional snacking. With three initial flavors—Milk Chocolate, Dark Chocolate, and Dark Chocolate with Pink Himalayan Sea Salt—the line seeks to redefine snacking and the way business is done, by providing high quality chocolate with better-for-you fitness ingredients and prioritizing a community-focused mission that supports other female entrepreneurs.
Each DEFI snack is designed for the modern consumer looking for a nutritious but satisfying treat, combining 100% real chocolate with ingredients like casein protein powder, whey protein crisps, and crunchy sprouted buckwheat. Jones emphasizes that DEFI Snacks embraces a “good and bad” philosophy that aligns with today’s health-conscious yet indulgent snacking trends. “We realize the world isn’t black or white; you can be both good and bad,” says Jones. “That’s us. We offer real high quality chocolate without artificial substitutes that dilute taste or cause bloating, combined with functional ingredients like casein protein powder, whey crisps, and buckwheat. If you are going to eat chocolate, you might as well eat DEFI.”
A key ingredient in DEFI Snacks is sprouted buckwheat, a nutrient-dense, naturally gluten-free superfood celebrated for its impressive health benefits and environmental impact. Often misunderstood, buckwheat is actually closer to a berry than it is to wheat or a grain. It has a great fiber, vitamins, and antioxidants profile, and is thought to aid gut health. Many farmers prize it for its regenerative qualities, as it enhances soil fertility. This is true to DEFI brand’s DNA and why they added this key ingredient into their recipe; the team believes in taking something great and elevating it to be even better. Each bag of DEFI Snacks offers between 25 to 26 grams of protein, depending on the flavor, making it an ideal snack for active individuals, fitness enthusiasts, and those simply seeking healthier snack options.
From its very inception, DEFI Snacks has been committed to a purpose-led approach. With women-founded companies currently receiving less than 2% of venture capital funding, Jones aims to make a meaningful impact by setting aside 1% of profits from every bag sold to support other female-led businesses. This commitment not only reinforces DEFI brand’s mission to be more than a product, but also its vision to empower female entrepreneurs and address inequities in the business landscape.
As Jones explains, DEFI brand’s vision was born from a desire to contribute to a larger cause while providing consumers with an alternative to traditional, sugar-heavy or sugar-substituted snacks. “Purpose is in our DNA from the start,” Jones says. “We’re passionate about helping others in our community, and we believe that, by supporting other women-led businesses, we’re building something bigger than just snacks.”
The DEFI Snacks team has laid out an ambitious growth strategy that goes beyond traditional retail. In addition to selling nationally on its website and Amazon, DEFI products will be available in select New Jersey gyms and CrossFit locations, including Veracity Athletics in Summit, NJ, where the initial idea for the brand originated. Jones envisions DEFI expanding into other non-traditional retail outlets such as yoga studios, fitness centers, and activity-focused venues, catering to consumers looking for health-conscious, functional snacks. Ultimately, the brand’s goal is to secure shelf space in major national retailers who align to the DEFI mission, allowing it to reach a wider audience of health-conscious and socially aware consumers.
The market timing for DEFI Snacks appears highly favorable, given the current consumer trends. Research indicates that approximately 30% of consumers snack indulgently two to three times per week, yet nearly 60% are interested in making healthier choices and increasing physical activity. The demand for functional snacks that align with these goals is growing, as is the chocolate snack category itself, which has seen an impressive 4% compound annual growth rate over the past four years. The DEFI combination of high-quality chocolate and functional ingredients, such as protein and buckwheat, positions it well to cater to these evolving preferences.
DEFI Snacks’ packaging is equally bold and dynamic, reflecting the brand’s mission and rebellious personality. Designed to stand out on the shelf, it conveys the vibrant and purposeful spirit behind the brand while appealing to modern, active consumers who value authenticity and purpose in the brands they choose.
In its unique positioning, DEFI Snacks combines indulgence with health, rebellion with purpose, and taste with functionality. By merging delicious chocolate with clean, functional ingredients and a mission to support female entrepreneurs, DEFI Snacks is not only filling a gap in the chocolate snack market but is also setting an example of how purpose-driven brands can create positive impact while satisfying consumer demands.
For more details on DEFI Snacks or to explore its product offerings, visit www.defi-snacks.com or connect on social media at Instagram @defisnacks and Facebook DEFI Snacks.
Media Contact:
Tatyana Jones
Founder, DEFI Snacks LLC
Email: tatyana.jones@defi-snacks.com
Phone: +1 732-589-1418
Disclaimer: Statements regarding DEFI Snacks products have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease. Please consult a healthcare professional before starting any new diet or exercise program or if you have any health concerns.
Published by: Josh Tatunay