The New Jersey snack brand will operate as a standalone business within Mondelēz’s North America Ventures unit, with its existing leadership team.
Undercover Snacks, the New Jersey company behind chocolate-covered and frosted quinoa crisps, announced a majority investment from Mondelēz International on 30 October. The deal gives Undercover access to Mondelēz’s sales and distribution network as it looks to develop new products and reach more shoppers.
Founder Diana Levy will continue as chief executive, and Michael Levy will remain president and chief operating officer. Both will retain a significant minority stake and sit on the board. Undercover will join a ventures unit that also includes Perfect Snacks, Tate’s Bake Shop and Hu Chocolate. Undercover did not disclose the financial terms in its announcement.
Diana Levy founded Undercover in 2016 after developing a gluten-free snack for her family. The company built its own quinoa crisping operation in East Hanover, New Jersey, and now sells its snacks in more than 25,000 retail locations, including Whole Foods Market, Target and Walmart.
Air travel has given the brand another way to reach customers. Undercover says United Airlines has handed out more than 175 million units as complimentary main-cabin snacks since 2023. The Mondelēz investment adds a route to wider distribution for a brand that already reaches shoppers in stores and passengers in flight.
