Undercover Snacks, the fast-growing, secretly better-for-you snack brand known for its delicious, crazy-crispy chocolate quinoa crisps, has announced the launch of Undercover Ingredients, a cutting-edge ingredient processing facility located at its East Hanover, NJ headquarters.
“With Undercover Ingredients, we’re vertically integrating to secure a profitable, high-quality supply chain that fuels our rapid growth and unlocks new opportunities for innovation. Quinoa is an extraordinary superfood—a complete plant-based protein rich in fiber, essential amino acids, antioxidants, and key minerals. This new facility ensures a consistent, scalable supply of crisped quinoa to support our aggressive expansion while also allowing us to develop innovative applications for quinoa and other functional ingredients across multiple food categories.”
Diana Levy, CEO and Co-Owner of Undercover Snacks.
“This marks a significant strategic milestone for Undercover. We’re now producing crisped quinoa at scale using our proprietary, all-natural process that delivers an exceptional light and crispy texture and collapsible crunch —without extrusion, oil, or additives. With Undercover Snacks now available in over 25,000 stores and served on major airlines, we’ve become one of the largest quinoa purchasers in the U.S. Undercover Ingredients strengthens our supply chain while enhancing our ability to drive innovation, not only within our core snack line but also in adjacent high-growth categories including savory snacks, breakfast foods, GLP-1-friendly treats, nutrition bars, and cereals.”
Michael Levy, Chairman and Co-Owner of Undercover Snacks and Undercover Ingredients
Undercover Ingredients is an advanced ingredient processing company dedicated to producing nutrient-dense, functional superfoods, beginning with its premium, all-natural crisped quinoa. Based in East Hanover, New Jersey, the company was founded to enhance the supply chain and drive innovation for Undercover Snacks, a rapidly growing snack brand.
With a proprietary, all-natural process that eliminates the need for extrusion, oil, or additives, Undercover Ingredients ensures a consistent, high-quality supply of crisped quinoa that supports the expansion of Undercover Snacks. This move enables the company to explore new applications for quinoa and other functional ingredients across multiple food categories, including nutrition bars, cereals, breakfast foods, and savory snacks.
Undercover Snacks’ Chocolate Quinoa Crisps are now available in over 25,000 retail locations nationwide, including Whole Foods, Sprouts, Target, Kroger, CVS, and major grocery, convenience, and club chains. The brand has also expanded into the travel sector, serving millions of its allergy-friendly, gluten-free Chocolate Quinoa Crisps as an in-flight snack on United Airlines. Owned and operated by Michael and Diana Levy, these are shaping the future of better-for-you snacking with high-quality, innovative superfood-based products.