Undercover Snacks the market . This is largely because quinoa is not technically a grain , it ’ s considered a pseudo-grain , meaning that it falls in the category of seeds and is a complete protein . We cook the quinoa at a high temperature without using oil , and it is toasted , not extruded , meaning the natural fiber , protein , and nutrients are retained .”
She continues : “ It is then lightly covered in premium milk or dark chocolate . It ’ s important to me that our chocolate is certified by the Rainforest Alliance , thereby ensuring fair wages for farmers and sustainable growing practices are in place . The final step of the process is adding one or two simple ingredients , like real dried fruit to differentiate the flavors .”
The product range currently features flavors such as chocolate sea salt , pomegranate , and blueberry . “ Really , we have one core product that we adapt to suit different occasions and varieties ,” Diana adds . “ We occasionally create exclusive flavors for specific stores , as well as seasonal flavors , like pumpkin spice during Fall , and dark chocolate peppermint for the holidays .
“ My personal favorite is the plain milk chocolate crisps , but it changes every so often ,” she laughs . “ It sounds silly because it ’ s my product and I eat it all the time , but some days I genuinely can ’ t stop eating them ! I got to try our new milk chocolate and cherry flavor yesterday and it ’ s so good that I was honestly eating them all day .”
A flyaway success
The company ’ s exponential growth since its inception has transformed the business from Diana ’ s passion , into a fully-fledged family effort . “ One of our daughters is very passionate about Undercover and has been heavily involved since the beginning , now working full time as our Marketing Manager , and the other two work as brand ambassadors ,” Diana explains . “ I don ’ t think I could ever do this
▲ The Levy family
without my husband , as it is an intense , emotional rollercoaster , but together , we are on the adventure of a lifetime !”
Turning to the future , Diana reveals : “ You can expect new flavors of quinoa crisps in 2023 , as well as the possibility of a brand-new product launching in the latter half of the year . However , there is still a lot of scope for expansion in the US and I think there will be more retail placement opportunities for us to expand in the US market . I also think that once we fully launch as the complimentary snack onboard United Airlines and as more people try the product , the sales in our existing retail stores will take off even further !
“ Expansion into international markets will then naturally evolve , and we are particularly keen to continue expanding the business in Canada ,” she concludes . “ Overall , although we are focusing on building our retail sales at the moment , we are also researching other innovative , unique snacks and have a couple of ideas up our sleeve for the not-too-distant future !” ■
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