Ancient Crunch Makes Health, Taste And Beauty The New Snack Standard As It Expands Its Tallow-Fried Masa Chips In Retail

Forbes Business

by Andrew Watman, Contributor

February 26, 2026

AI-Generated Deep Dive Summary

Ancient Crunch is revolutionizing the snack industry by proving that health, taste, and beauty can coexist in a single product line. The brand, known for its tallow-fried masa chips, is expanding its retail presence across the U.S., marking a shift toward healthier, more sustainable snacking options. By focusing on natural processing, organic ingredients, and traditional cooking methods like nixtamalization, Ancient Crunch is setting a new standard in the industry—one that prioritizes both flavor and wellness. Founded by Steven Rofrano and Seth Goldstein, Ancient Crunch draws inspiration from pre-industrial diets, rejecting harmful industrialized oils in favor of grass-fed beef tallow for frying. This approach not only enhances taste but also aligns with the founders' mission to address America's complicated relationship with food. The brand has already achieved significant milestones, including becoming the top-selling tortilla chip brand at Sprouts Farmers Market and preparing to launch its products in Whole Foods stores. Its recent releases, such as Vandy Crisps (organic potato chips) and an upcoming Golden Age Popcorn line, further solidify its commitment to innovation while maintaining a focus on health. To meet growing demand, Ancient Crunch is building a state-of-the-art, 80,000-square-foot factory, which will enable the production of millions of chip bags monthly. This move underscores the brand's ambitious plans for nationwide expansion and scalability. Rofrano and Goldstein believe that by redefining snack standards, they can empower consumers to make better choices about their food—ones that feel indulgent but also nourishing. For business enthusiasts, Ancient Crunch exemplifies how a niche market focused on health and sustainability can thrive in an industry often dominated by processed, unhealthy options. The brand's success highlights the importance of aligning with consumer demand for transparency, quality, and taste, positioning it as a leader in the clean-label movement. By challenging the status quo and prioritizing both health and flavor, Ancient Crunch is not only changing what people eat but also how they think about snacking.

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Originally published on Forbes Business on 2/26/2026