New kid on the block: Viral streamer partners with Kellogg’s veteran to launch BFY snack company for the digital age
Like many other startups, the concept is to disrupt the snacking status quo, but Myna Snacks possibly has the edge with the mix of talent behind its push.
The Colorado newcomer is the brainchild of Darcey Macken, an industry veteran with 20+ years honing her skills with household titans like Kellogg’s, and Imane Anys, best known as Pokimane, the most followed female streamer on Twitch. The project was then realised following an incubation by Connect Ventures, the investment partnership formed by entertainment and sports agency Creative Artists Agency (CAA) and global venture capital firm New Enterprise Associates (NEA).
Effortlessly enjoyable snacking
“After years of research and development, we’re thrilled to announce the launch of a snack company consumers can trust for amazing taste and health benefits, removing what I call the ‘mental calories’ behind fuelling our bodies,” said Macken, who will act as CEO.
She added the premise is to cook up indulgent snacking that is effortlessly enjoyable without the mental calories of choosing between nutrition and taste.
“Consumers should not have to overthink or feel guilty when reaching for a snack.”
Added Anys, “We created Myna to be a snacking companion for all of the in-between moments of the day to keep you going while tasting delightful.”
The Erie-based company has launched with its first product, the Midnight Mini Cookie, with more options to follow. The cookie combines sustenance and convenience with taste and nutrition, comprising premium ingredients like a non-GMO gluten-free flour blend, coconut sugar and mushroom powder, making each serving a good source of Vitamin D.
Pop culture and gaming
Myna was built from Macken and Anys’ mutual passion for solving a common frustration in the snack industry - the snacks they cherished most often left them feeling less than great. Both founders spend a large portion of their days in front of screens, either for work or entertainment.
“I spend a lot of time streaming [and after the pandemic] I realised it was time to prioritise my health,” said Anys.
“Finding a snack that was delicious but also made me feel replenished always felt like a trade-off between not satisfying my craving or feeling guilty about fuelling my body.”
Myna is drawing influence from nostalgic pop culture and game design references to create a highly engaging experience for every consumer with snacks for the digital age that leave them feeling their best self. Its tagline reads: ‘For all the moments in between - whether you’re indoors or outdoors, stationary or in transit, playing a video game or editing a spreadsheet - Myna is the easiest choice you’ll make all day.’
Snacks for the digital audience
The Midnight Mini Cookie contains mushroom powder, making it a good source of Vitamin D.
“Through Imane’s personal passions and authentic connection to her community and Darcey’s CPG expertise and innovative approach to brand-building, we saw an opportunity to create a line of new, trusted snack foods specifically for a digital audience that cares about their own personal health and wellness more than any other generation before them,” said Michael Blank, head of Consumer Investments for Connect Ventures.
“We see immense potential in Myna’s ability to bring the fun and flavour back to snacking, without sacrificing standards in ingredients.”
The Midnight Mini Cookie is the first of many snacks to hopefully come from the Myrna stable, all of which will be free of dairy, soy, gluten, grains, artificial flavours and colours, and preservatives. The cookies are available online from Myna in a pack of four for $28.
Consumers are also invited to visit Myna’s Snack Lab to design their own snacks, which will help inform the next snack it brings to market.
