**The Rise of the Gourmet Tortilla Chip: A Crunchy Success Story**
In a world where snacking often means reaching for lower-quality, unhealthy options, a new contender has emerged to change the game: Masa Chips. This delightful creation is the brainchild of Steven Rofrano, a Meta engineer, and his friend Seth Goldstein, who used to work in private equity. Their journey began one fateful morning in Miami Beach when Rofrano was shocked to see Goldstein munching on what he described as “not very high-quality tortilla chips.” This moment sparked an adventurous idea that would soon turn into a booming business.
After witnessing his friend indulge in greasy, low-grade chips laced with seed oils—yuck!—Rofrano envisioned a chip that was both healthy and delicious, made from organic corn tortillas fried in grass-fed beef tallow. His lofty culinary dream didn’t exist in stores, so when Goldstein dared him to make it happen, Rofrano accepted the challenge. With a touch of fervor, he began testing his chip-making skills in his parents’ backyard, experimenting with frying techniques and seasonings until he created the perfect crunchy chip.
When their first official batch of Masa Chips was released in July 2022, it was a smashing success, selling out in just one day. Soon, the upscale health food chain Erewhon came knocking, eager to stock these trendy chips. The response was overwhelming, with Masa Chips quickly becoming Erewhon’s top-selling snack. However, there was a hitch: manufacturers didn’t seem interested in producing a chip made with beef tallow, a far cry from the cheap vegetable oils that now flood the market. Undeterred after encountering rejection from 200 manufacturers, Rofrano and Goldstein chose to dive deeper into their pockets and build their very own plant in New Jersey, pouring in $250,000 to turn their dream into a reality.
Fast forward to 2024, and the parent company, Ancient Crunch, is on track to rake in a whopping $20 million in revenue—a 400% increase since its first full year in business. With their vibrant bags frequently found in the kitchens of health-conscious influencers and even endorsed by the likes of Joe Rogan and Tucker Carlson, Masa has transformed into a status symbol for the wealthy, wellness-focused crowd. The chips are not just a tasty treat but a lifestyle emblem, now available in around 2,500 stores nationwide and set to launch at Target and Whole Foods soon.
However, this success comes at a price—literally. A bag of Masa Chips starts online at $13, and in some grocery outlets, it can reach as high as $18. While many may be hesitant to spend more on tortilla chips, Rofrano emphasizes the quality of their ingredients, citing that every bag is crafted with care and costs significantly more to produce than conventional options. Consider that the company spends over $100,000 each month on their specialty beef tallow!
Despite the impressive growth, Ancient Crunch is still operating at a loss, working to refine their manufacturing process and expand production. As they look to the future, they may be eyeing a big acquisition, with estimates suggesting a potential $200 million based on comparable snack market sales. With large companies like PepsiCo paying billions for innovative brands, the journey from backyard fry cook to industry leader is just beginning for Rofrano and Goldstein. As they continue to redefine what snack foods can be, one thing is certain: if you’re looking for a gourmet tortilla chip that is as classy as it is crunchy, Masa Chips are leading the charge.
