Team: Tatyana Jones (Stern M.B.A. ’15)
About the Venture: DEFI Snacks delivers a high-protein, guilt-free chocolate dessert that provides over 25g of protein per serving while supporting female-owned businesses with every purchase.
Reimagine the world, where chocolate isn’t just a guilty pleasure—it’s a powerhouse of nutrition that fuels your active lifestyle beyond the empty calories. This is exactly the game-changing vision behind DEFI Snacks, and we are disrupting the $27 billion U.S. chocolate category with a bold new approach. Launched in November 2024, DEFI Snacks is here to redefine what chocolate can be, delivering over 25 grams of protein per bag with clean ingredients like casein powder, whey crisps, and sprouted buckwheat. We’re not just another snack—we are a revolution for health-conscious chocolate lovers everywhere.
Who We Serve: The Chocolate-Loving, Active Majority
Our target market is vast and vibrant: health-conscious active consumers who adore chocolate and prioritize fitness. Did you know that 82% of U.S. households (almost 280MM people) enjoy chocolate, with most admitting that they consume it at least once a week? This is a massive consumption rate, that doesn’t even include seasonal consumption occasions, proving everyday chocolate’s universal appeal. But here’s the kicker—almost two-thirds of people in US also eat healthy snacks and strive to stay active and fit. These are our people: gym-goers, fitness lovers, busy professionals, and wellness warriors aged 22-45, spanning millennials and Gen Z, who crave a snack that satisfies their sweet tooth and supports their goals. They are the mainstream majority who want more from their treats!
Needs and Pain Points: The Chocolate Conundrum
Our consumers face a real struggle: finding a chocolate snack that’s delicious yet aligns with their health priorities. Traditional options like M&M’s, Reese’s or Hershey’s are sugar bombs—tasty, sure, but they leave your blood sugar crashing and offer little to no nutritional value. You are just left with the guilt, and hungrier than before you started. Even “healthy” snacks often skimp on flavor and protein, or at times use fake gimmicky sweeteners that can leave you bloated and dissatisfied. Consumers are tired of choosing between taste and nutrition, and that’s where DEFI Snacks steps in with a breakthrough alternative.
The Challenge: Sharpening Our Consumer Insight
Preparing for the NYU Stern Berkley Center of Entrepreneurship Challenge was a crucible that refined our understanding of this market. We were forced to dive deeper—surveys, focus groups, and 1:1 conversations revealed what our customers truly want: a snack that’s portable, protein-packed, and tastes like real chocolate. The feedback was clear: they love the idea of buckwheat—a superfood they didn’t expect in chocolate—and they crave convenience without compromise. This challenge didn’t just validate our concept; it sharpened our focus, ensuring every bag of DEFI Snacks hits the mark.
Engaging and Validating: From Vision to Victory
We’ve hit the ground running to connect with our audience. In just 3 months, we’ve had massive media pick up digitally and via regional TV, garnering over 1MM impressions. Since launch, we’ve reached thousands of consumers, product sampling at events, and securing partnerships with a variety of retailers. The results? Explosive validation. In just three months, we’ve landed in 15 permanent store locations, sampled over 60 fitness facilities, with 75 NYC retailers trialing our product. Food & Beverage Magazine named DEFI a Editor’s Top Pick for Top Product to Watch in 2025, a testament to our concept. Our customers’ voices via social and in-store feedback confirm we’re solving their snacking woes with a product they can’t find anywhere else.
Standing Out in a Crowded Market: The DEFI Difference
What makes DEFI Snacks a cut through? We are not a protein bar masquerading as a treat—we are 100% real high quality chocolate, reimagined. Our bright and bold bag format is a game-changer, offering shareable, bite-sized bliss unlike the bar-heavy competition from Quest or KIND. Buckwheat adds a true superfood edge, packing fiber, tons of vitamins and antioxidants into every bite, while our 25+ grams of protein dwarfs traditional chocolate’s offerings. This is the case even when you compare DEFI Snacks with brands that can most closely be defined as our competition e.g. Undercover Chocolate, Lil Bucks, and BHU Foods. Finally, we donate 1% of profits to support women entrepreneurs, blending purpose with profit. Competitors cannot match this fusion of taste, health, and impact.
The Future: Join the Chocolate Uprising
DEFI Snacks isn’t just a startup—it’s a movement. With an 82% chocolate-eating public and two-thirds embracing healthy, active lives, our market is ripe for disruption. We’re seeking $1,000,000 via SAFE to scale production and amplify our reach with new innovation and marketing. Investors, partners, connections—this is your chance to join a breakthrough that’s already turning heads. Let’s DEFI snacking everywhere together!
