Growing up, Matt Weiss was profoundly influenced by his great-grandmother, who lived to be nearly 100 years old and believed in minimizing food waste. “She was always focused on the scraps—what she called roots, rinds, skins, and stems—and frequently reminded my sister and me that these parts are where the nutrients reside,” Weiss shared with Food Dive. In 2022, Weiss launched Rind Snacks, a company that specializes in dehydrated fruit snacks that incorporate the peel. Based in New York, Rind Snacks currently offers three varieties: Tropical Blend, which features dried oranges, pineapples, and kiwis; Orchard Blend, with persimmons, apples, and peaches; and a Tangy Kiwi option. The three-pack, with each pack weighing 3 ounces, retails for $17.99.
Weiss identified a gap in the $2 billion dried fruit and nuts market, which is saturated with private label products, minimal brand loyalty, high sugar content, and predominantly traditional dried fruits like apples, prunes, and raisins. “I realized that a little disruption in this stagnant category was exactly what the market needed,” he explained. “In such a competitive snack environment, differentiation is key, and our unique selling point is the literal edge of the fruit.”
Rind Snacks aligns with two significant trends in the snacking industry today: sustainability and functionality. Weiss noted that about 15% of the 1.3 billion tons of food waste generated annually consists of edible peels. “Instead of discarding these parts, we’re preserving them and offering a more nutritious snack,” he stated. The philosophy of “the fruit, the whole fruit, and nothing but the fruit” resonates with consumers who are increasingly mindful of the environmental impact of their dietary choices. According to Nielsen survey data, a growing 48% of U.S. consumers are likely to alter their purchasing habits based on a product’s environmental attributes.
The vibrant packaging of Rind Snacks features the tagline: “Keep it real. Eat the peel.” Weiss emphasized that the company’s messaging helps educate consumers on how to snack healthier while minimizing food waste. Regarding functionality, he pointed out that the rind of the fruit contains three times the fiber and vitamin C content compared to traditional peeled fruit snacks. “There’s an entire generation of snackers seeking bolder, tangy flavors with added health benefits,” he explained. “The health message surrounding the functional benefits of the rind, combined with the mission to combat food waste, unites everything beautifully.”
Rind Snacks made its debut in March 2018, selling products on Amazon and its own website. The company has since expanded to 250 retail locations, including Whole Foods 365 stores and various independent markets in the Northeast. Rapid online growth has also been observed, with triple-digit month-over-month increases. The company continues to add retail and distribution partners, and Weiss anticipates further growth this year. A fourth SKU is set to launch this summer, and the company is entering the food service market, with corporations like Twitter and WeWork incorporating the snacks into their offices.
Weiss has received positive feedback from customers, as the product is unique in the market. Modern consumers are more open to adventurous textures and flavor profiles. “This is not just a bag of peels; it’s dehydrated fruit that retains as much of the peel and natural skin as possible,” he remarked. “We refer to it as the power in the peel, which consumers really enjoy. I doubt they would feel the same if it were merely peel or overly sweet flesh.” The combination of both elements creates a delightful bittersweet balance that people crave.
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