Ancient Crunch Expands Leadership as Nationwide Whole Foods Rollout Begins

Matulis, the company’s new Head of Retail, brings over twenty years of experience from roles at Kellogg's and Kimberly-Clark. His mandate is to transition Ancient Crunch from a direct-to-consumer model into a robust omnichannel enterprise. Joining him is Chief Marketing Officer Greg Reintjes Jr., who previously oversaw marketing for LALO Spirits during its acquisition by Tito's Handmade Vodka. Both hires arrive as the company aggressively targets a market segment increasingly wary of seed oils and processed fillers.

Following the Whole Foods launch, the brand now reaches over 3,000 retail points nationwide, including placements at Target, Sprouts, and Erewhon. The company’s core portfolio features MASA tortilla chips and Vandy kettle-style potato chips, both prepared using grass-fed beef tallow. Co-founders Seth Goldstein and Steven Rofrano stated that this shift reflects a broader consumer pivot toward traditional, ingredient-focused food preparation, signaling that their initial growth phase is only the beginning of a larger strategy to displace conventional snack offerings on grocery shelves.