East Hanover-based snack maker launches at Publix

Undercover Snacks, an East Hanover-based better-for-you snack maker, is launching its chocolate quinoa crisps at Publix Super Markets Inc.’s locations across the southeastern U.S.

In a Jan. 13 announcement, the company said three of its quinoa crisp flavors (dark chocolate + sea salt, milk chocolate and dark chocolate + blueberries) are now available at Publix, the largest grocery chain in the region.

Diana Levy, Undercover’s co-owner and chief executive officer, described the launch as “a game changer.”

“Our products will now be available in the largest supermarket chain in the Southeast, and one of the largest chains in the country, giving consumers an additional 1,900 retail locations to purchase our delicious allergy-friendly snacks,” said Levy.

She added, “Being selected by Publix affirms our belief that our unique product offering, coupled with our enormous capacity to manufacture will enable us to continue to achieve expansive growth in a rapidly evolving snack market.”

Founded in 2017, Undercover Snacks offers gluten-free and allergen-friendly treats with superfood protein, reduced sugar and lower calories.

All products are made in Undercover Snacks’ custom engineered, Safe Quality Food certified chocolate factory in East Hanover. Its line of nine flavors can be found at more than 15,000 retailers including Amazon.com, Whole Foods, CVS, Rite Aid, Publix and Albertsons, as well as in snack boxes on board major airlines such as United.

The Publix launch follows Undercover’s rotation last year at Costco Wholesale stores in the San Francisco Bay area and eastern Canada.