Founder Feature: Grace Mittl of Absurd Snacks
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 13 June 2025
⏱️ 35 minutes
🧾️ Download transcript
Summary
In this episode of the Startup CPG podcast, Grace Kennedy speaks with Grace Mittl, co-founder of Absurd Snacks, a brand focusing on allergen-friendly snacking. Grace Mittl shares how a college entrepreneurship course sparked the creation of Absurd Snacks, originally inspired by a classmate’s dietary restrictions. What began as roasted chickpeas in a dorm kitchen has evolved into a fast-growing company offering protein-rich, allergen-free snack mixes.
They explore key milestones in the company’s growth—from navigating the challenges of allergen-free manufacturing and scaling production, to launching on Amazon and building a strong retail presence with partners like Whole Foods Market, Kroger, and Publix.
Grace also reflects on the importance of mentorship, community engagement, and staying transparent as a young founder in the consumer packaged goods space.
Listen in for practical insights into launching a purpose-driven brand, and learn how Absurd Snacks is reshaping the future of inclusive snacking.
Listen in as they share about:
- Product Development
- Manufacturing Challenges
- Retail & E-commerce Strategy
- Go-To-Market Strategy
- Marketing & Community Building
- Funding & Growth
- Team & Support
- Biggest Lessons & Advice
Episode Links:
Website: absurdsnacks.com
LinkedIn: https://www.linkedin.com/in/gracemittl/
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Show Links:
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- Episode music by Super Fantastics
Transcript
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| 0:00.0 | So the original recipe was definitely a brainchild that I had actually started in high school. |
| 0:16.1 | So I'd been roasting chickpeas in my air friar starting in high school when food recipe content started coming out on Instagram. |
| 0:24.5 | And that was all the rave at the time. |
| 0:26.4 | So I got from Instagram actually to start roasting chickpeas and air fryers and just had been making my own granola throughout college and just being very like hands on and very mindful of what I was eating. |
| 0:37.0 | I was a college athlete as well. |
| 0:39.0 | And during my four years there, I also worked for a bakery here in town. |
| 0:43.7 | And so I just loved the idea of like ideating, iterating, being hands-on with food. |
| 0:48.4 | And so we had used that initial idea of like crunchy roasted chickpeas and a granola component to make our snack mixes as a |
| 0:55.1 | foundation. But then, yeah, just really wanted to dive into like the macro nutritional profile. |
| 1:02.3 | Hello everyone and welcome back to the start of CBG podcast. This is Grace and I'm here with |
| 1:08.9 | another founder feature. Today I'm talking to a fellow Grace, the co-founder of Absurd Snacks, a brand making |
| 1:16.8 | protein-rich, ultra-crunchy snacks that are entirely free from common allergens. |
| 1:22.4 | We talk about the challenges of finding an allergen-free manufacturing facility, how they're supporting their |
| 1:28.8 | upcoming launch onto Amazon, and why Grace wishes she'd been more vulnerable in the early |
| 1:34.1 | days of building absurd snacks. I hope you enjoy this episode, and as always, let me know what you |
| 1:39.9 | think. |
| 1:54.3 | Hello, everyone. This is Grace. And today I am joined by a fellow Grace, but Grace, who is the co-founder of absurd snacks. Welcome to the show, Grace. Thanks, Grace. It's always so fun when I meet someone |
| 1:59.9 | who also has my husband. I know. And it's like a little bit weird because you're like, wait, are you talking to me or are you talking to yourself? I don't know. But I love it. It's a great name. Only great people are named Grace. So I'd love for you to introduce yourself, though, and absurd snacks to our listeners. |
| 2:16.0 | Awesome. Thank you. Hi, everyone. |
| 2:18.0 | My name is Grace Middle. |
| 2:19.5 | I am one of the co-founders of Absurd Snacks. |
| 2:23.6 | And we make snacking easier, safer, and more delicious for individuals who have |
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