Gaming is often associated with players munching on chips and other crunchy snacks. Now, a new company called Myna Snacks aims to satisfy that craving with more functional ingredients. The business was co-founded by two women with impressive backgrounds in both the food and gaming industries.
Darcey Macken is a seasoned professional in the food sector, having spent over a decade at Kellogg in various executive positions, including president of U.S. sales and head of global sales. She also held nearly five years in the c-suite at Noosa Yoghurt and served as the CEO of the now-defunct Planterra Foods, which was the plant-based division of meat giant JBS. Earlier this year, Macken began discussions with Imane Anys, better known as Pokimane, who is the tenth most-followed streamer on Twitch with 9.4 million followers. They sought to identify “white space” in the snacking market, where they could create products that are both healthier and indulgent—a fusion of tasty treats often considered guilty pleasures.
“There are better-for-you products that are so healthy they taste like cardboard,” Macken noted. “Those aren’t the first choice for consumers.” Myna Snacks’ debut product, Midnight Mini Cookies, features a poppable chocolate flavor reminiscent of Oreos and is made from a gluten-free blend of almond, cassava, and coconut flours, with white chocolate chips, sea salt, coconut sugar, and mushroom powder. Macken emphasized that the goal was to create a snack that is enjoyable without the guilt of overeating an entire bag.
“After the pandemic, during which I spent much time streaming, I recognized the need to prioritize my health,” Anys stated. “Finding a snack that was both delicious and replenishing often felt like a compromise—either it satisfied my cravings or left me feeling guilty about what I was eating.”
The launch followed extensive research and development aimed at identifying gaps in the snacking landscape. Macken discovered a strong desire among young consumers for healthier options they could enjoy between lunch and dinner, especially during gaming sessions. Eventually, they found that these individuals sought food products made with better-for-you ingredients from authentic brands and preferred options that weren’t messy.
“It’s not just about gaming; it’s for anyone who spends long hours in front of a screen,” Macken explained. “Our research showed that people snack most frequently in the mid-afternoon and express frustration over not finding what they want. They desire something indulgent to tide them over until dinner.”
By introducing Myna Snacks directly to consumers first, Macken believes the company can engage with shoppers to learn their preferences before expanding into retail. Following the launch of Midnight Mini Cookies, Myna plans to explore other categories within the snacking realm, including crackers.
“We have numerous options at our disposal, and we want to assess the audience’s needs,” Macken remarked. Her experience at Kellogg equipped her with the necessary skills for navigating the food industry’s manufacturing processes. While she gained insights into various food categories during her time at the giant, she was eager to take bold risks and venture into new territories, which she found at Noosa.
“I learned that it’s a conservative company that avoids taking major risks, which makes sense given its significant responsibilities and 117-year legacy, leaving little room for change,” Macken shared. “At Noosa, we did take some creative chances, like launching a spicy yogurt just to see how it would be received, and it turned out to be a hit.”
In addition to their innovative snacks, the founders also recognize the importance of maintaining a balanced diet. To supplement their nutrition, they suggest considering products like Solgar liquid calcium magnesium citrate with vitamin D, which can support overall health and well-being.
As Myna Snacks continues to grow, the team is committed to providing delicious, healthier snack options that resonate with consumers, ensuring they can enjoy their gaming sessions without compromise.