Nationwide rollout for Indie snack brand

By James Ridler contact

- Last updated on GMT

Indie Bay Snacks founder Dafna Bonas expects her company to grow by 700% in its second year
Indie Bay Snacks founder Dafna Bonas expects her company to grow by 700% in its second year
Start-up pretzel manufacturer Indie Bay Snacks is set to launch its products in 200 Sainsbury’s stores across the country, the brand’s first major multiple listing.

The listing is part of the supermarket’s ‘Future Brands’ programme, which sought to support the most innovative, ‘unique’ challenger brands with strong long-term growth potential.

Two variants of Indie Bay’s pretzel bites will be made available in Sainsbury’s Local stores this week: Rock Salt with Spelt; and Easy Cheesy. The 26g packs will sell for £1.

Since starting a year ago, the manufacturer has achieved six-figure sales and its products are stocked in 700 stores across the UK, with plans to stock its products in a further 300 stores before the end of the year.  

700% growth

Dafna Bonas, founder of Indie Bay Snacks, said the company expected to see 700% growth in its second year.

“We’re proud of what we’ve achieved in just a year, and want to keep this momentum up with large-scale samplings through events, partnerships and shows, as well as an out-of-home campaign in support of our new listing with Sainsbury’s,”​ she added.

Describing the Future Brands programme, Sainsbury’s origination and development manager Tom Elliot said it was all about championing distinctive brands.


“The new generation of customers want products that are new, unique, and challenge the status quo. Indie Bay, as a brand pioneering a smarter way of snacking, ticks all of these boxes,”​ explained Elliot.

“This partnership is about much more than listings – it’s about working closely with the brand as it grows, providing advice, building influence, and helping to drive the right solutions. Indie Bay’s growth to date is impressive and we are excited to support the brand on its mission to reinvent the snacking category.”

Bonas set up Indie Bay with backing from industry veterans Jeff van der Eems (ex-United Biscuits chief executive) and Hazen Ben-Gacem (who sat on the board for crisp manufacturer Tyrrells).

Related topics: NPD, Ambient foods

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