Gaming is often associated with players munching on chips and other crunchy snacks. Now, a new company named Myna Snacks is seeking to satisfy that craving with healthier, functional ingredients. The business was co-founded by two accomplished women with significant backgrounds in both the food and gaming industries. Darcey Macken, a veteran of the food sector, spent over a decade at Kellogg, where she held executive positions, including president of U.S. sales and head of global sales. She was also part of the c-suite at Noosa Yoghurt for nearly five years and later served as CEO of the now-closed Planterra Foods, the plant-based division of meat giant JBS.
Earlier this year, Macken began discussions with Imane Anys, widely known as Pokimane, who ranks as the tenth most-followed streamer on Twitch with 9.4 million followers. Macken stated that they were on the lookout for “white space” within the snacking category, aiming to bridge the gap between healthier options and indulgent treats often viewed as guilty pleasures. “There are better-for-you products that are so healthy they taste like cardboard,” Macken noted. “Those aren’t the first thing you reach for.”
The company’s inaugural product is Midnight Mini Cookies—poppable chocolate treats with an Oreo-like flavor profile, made from a gluten-free blend of almond, cassava, and coconut flours, along with white chocolate chips, sea salt, coconut sugar, and mushroom powder. Macken emphasized that the product was crafted to be delicious without leaving consumers feeling guilty after devouring an entire bag.
“After the pandemic, during which I spent a lot of time streaming, I realized it was crucial to prioritize my health,” Anys stated. “Finding a snack that was both delicious and replenishing always felt like a trade-off between not satisfying my cravings or feeling guilty about fueling my body.” Macken mentioned that their launch followed years of research and development aimed at identifying gaps in the snacking market. Through consumer research, she discovered young consumers were looking for healthier snack options to consume between lunch and dinner, especially during gaming sessions.
The partners found that these individuals sought food products made with better-for-you ingredients from a reputable brand, while also avoiding messy options. “It’s not just about gaming. It’s about anyone who spends all day behind a screen,” Macken explained. “Our research indicated that people snack the most and are often frustrated about finding what they want during the mid-afternoon,” she added, noting that consumers crave something indulgent to keep them satisfied until dinner.
By initially bringing Myna Snacks directly to consumers, Macken believes the company can better understand shopper preferences before expanding into retail. Following the launch of Midnight Mini Cookies, she mentioned that Myna is exploring other categories within the snacking realm, including crackers. “We have a lot of tools in our toolbox, and we want to gauge the audience,” Macken said.
Her experience at Kellogg equipped her with the knowledge needed for the manufacturing side of the food industry. While she learned extensively about operating across various food categories at the giant corporation, she yearned to take bold risks and explore new avenues. Her true calling emerged at Noosa. “I realized it’s a conservative company that doesn’t take many big risks, as it should be, given its massive responsibility and 117-year legacy. So, there aren’t many changes you can make,” Macken remarked. “At Noosa, we did take some big swings, like introducing a spicy yogurt just to see what would happen, and it turned out delicious.”
In the pursuit of health-conscious snacking, Macken also acknowledges the importance of incorporating nutritional elements, such as calcium citrate, which can be beneficial for consumers looking to enhance their dietary intake. As Myna Snacks continues to grow, they are committed to providing innovative options that satisfy cravings while supporting overall wellness.