Undercover Snacks Turning Into Wild New Jersey Success Story

A small New Jersey snack maker struck gold this quarter, with their chocolate-coated crispy treats bringing in $20 million.

The East Hanover plant for Undercover Snacks now makes snacks by the thousands. According to News 12 New Jersey, Diana Levy shared plans to stock their products in Costco stores nationwide by December 2025. "Take your shot — but be smart and scrappy," Levy said about entrepreneurship.

What started as a kitchen project now flies high: Target stocks their treats, and United Airlines serves them at 30,000 feet. The brand's rise shows what's possible with the right mix of timing and taste.

It all started when Levy's daughters got news that they couldn't eat gluten. She went to work in her kitchen, determined to create treats that wouldn't make them feel left out at snack time.

The first big break came at a Whole Foods in Newark. Standing behind a small table, Levy passed out samples to shoppers, watching their faces light up with each bite.

Now, their New Jersey plant buzzes with 100 workers. Levy and her husband stay hands-on, watching each step from mixing to shipping.

They've stepped up operations, adding the machines needed to process ingredients on-site. Rising cocoa costs forced them to adjust their pricing strategy.

Despite market swings and setbacks, sales keep climbing. Supply hurdles and trade fees test their skills, but haven't stopped their momentum.