Forbes 30 UNDER 30: The Success Story of a Groundbreaking Snack Brand That Started in a College Dorm
How Two College Roommates Built Multimillion-Dollar Snack Company Smackin'
A small experiment that began in a college dorm has now grown into a snack brand attracting attention across the United States. We introduce "Smackin'," a company founded by Cole and Brian, two college students who met as random roommates. Here is the innovative story of how they went from being unknown college students to founders of a multimillion-dollar company.
The Beginning of the Venture
Cole and Brian met in 2017 in a dorm room at the University of Minnesota. While they were studying different subjects, they shared a strong passion for entrepreneurship. However, their first attempts were not easy. They tried their hand at large-scale ideas like software development, but due to a lack of expertise, they were unable to bring them to fruition.
Concluding that they should "start by solving a simple problem," the two turned their attention to a product closely tied to their childhood memories: sunflower seeds.
Product Development and Early Struggles
They began making prototypes in their college apartment. They added their own unique flavors to store-bought sunflower seeds, packed them into small Ziploc bags, and distributed them to their dorm mates. Based on feedback from their friends, they made improvements and finally placed their first order for packaging.
“We felt the sunflower seed market needed innovation,” says Cole. Many products on the market were small and difficult to eat, and the variety of flavors was limited. In contrast, they created a product marketed as "large-sized, low-sodium, and featuring bold, unique flavors."
The Path to Success
Smackin's first taste of success came at local farmers' markets and Little League games. They brought their prototypes along to see consumer reactions firsthand. Gradually, they focused on online sales and developed a unique marketing strategy. They utilized social media platforms like TikTok, Instagram, and YouTube to increase consumer engagement.
As a result, the product expanded beyond local markets and finally into national retail stores. Today, their lineup includes unique flavors such as "Garlic Parmesan," "Cinnamon Churro," and "Cheddar Jalapeño."
Innovation and Challenges
The secret to Smackin's success is its commitment to incorporating consumer voices into product development. They release limited-edition flavors every week and collect consumer feedback, building a cycle where they develop standard flavors based on that data.
They are also actively working on streamlining their manufacturing process. Initially dependent on external manufacturers, they have now established their own factory, creating a "vertically integrated" supply chain that handles everything from production to shipping.
Advice for Young Entrepreneurs
As fellow entrepreneurs, Cole and Brian are generous with their advice for the younger generation. "It is important to first believe in yourself and have a clear vision. You also need the flexibility to adapt to market needs," they say. They themselves experienced a major pivot due to the pandemic, which forced them to focus on online sales.
What they emphasize is the "accumulation of small successes." They say that the key to success is not to bet everything at once, but to grow little by little while taking calculated risks.
Zero to One: What Can You Create from Nothing?
Smackin' is more than just a snack brand; it is an entity bringing innovation to the next generation of food culture. Their social media-driven marketing strategy, bold and unique product development, and commitment to valuing consumer voices are all driving forces behind their success.
The vision of these two, who say, "We will be the PepsiCo for Gen Z," is packed with the future of the food industry. We cannot take our eyes off what Smackin' will do next.
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