Nutritious, Hearty and Fun Snacks from Daily Crunch
By Lorrie Baumann
Diane Orley started making sprouted nut snacks about 17 or 18 years ago after picking up the method during a visit to her sister in Austin, Texas. “It’s a method she picked up in India, where she used to go for spiritual reasons,” Diane said. After Diane’s return home to Detroit, Michigan, she began making the sprouted nuts for family and friends, who told her she ought to go into business. After some persuasion, she decided to follow their advice, and she founded Diane’s Kitchen, now the parent company for the Daily Crunch brand, operating out of a commercial kitchen she built into her home. “I did it in my basement under the cottage law,” she said. “It just grew organically. Every time I thought it was over, I’d get new customers.”
Over the years since then, she began looking for a sign to tell her how she ought to proceed with her cottage industry. That sign came in the form of a proposal from Laurel Orley, who’s married to Diane’s nephew and lives in Nashville, Tennessee. “I knew there was a sign, and then when Laurel approached me, I just immediately said, ‘Yes, let’s do this.’”
Laurel’s proposal was that she’d end her maternity leave from her job working on personal care brands and use her experience to launch Diane’s little cottage business and the sprouted nut product that came out of it into the national market. The two of them spent the next year and a half in a pre-launch phase, working on the brand’s trademarks and colorful package designs with simple graphics and friendly fonts for a launch line of three products: Just Sprouted Almonds, Cherry Berry Nut Medley and Coffee-Soaked Sprouted Almonds. “We spent about a year getting the package to a place where it sparks joy, with what we want the consumers to take away, which is for the brand to exude that joy,” Laurel said. The products consist primarily of almonds that are soaked to make them swell and sprout. The almonds are then dehydrated to a crunch that’s crispy like a roasted almond but not as hard and brittle.
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The three launch products are packaged in two sizes, a 5-ounce resealable pantry pouch that retails for $6.99 and a 1.5-ounce grab-and-go single-serve pouch for $2.99 that tucks neatly into a purse or a gym bag. They’re gluten free, keto and paleo-friendly and vegan.
This fall, Daily Crunch will be introducing two new lines, an indulgent line that uses monkfruit as its sweetener, and a savory line that’s focused on superfoods – the first of the savory products will be turmeric-dusted, while the sweet product will also include maca root, which is being increasingly recognized as a superfood, according to Dan Stephenson, who joined the company about a year ago and is now its Chief Operating Officer. Laurel Orley is a co-Founder and now Chief Executive Officer, while Diane is a Founder. “Their passion and their fearlessness have been impressive,” Stephenson said. “I joined the team this year because of their leadership and their passion and their dedication to sharing these sprouted products with the world.”
National distribution is available through KeHE’s elevate[TM], an emerging supplier program that’s designed to nurture leading-edge brands and enhance their growth and success. “We’re one of five snack brands that were chosen, out of the 60,000 brands that they carry,” Stephenson said. “One of the biggest trends is plant-based snacking. More and more people are moving to plant-based, and snacking as a fourth meal is really trending.”
All of the ingredients come from the U.S. and are non-GMO-certified. Almonds are steam-pasteurized and come from California farmers. “We work only with bee-friendly farmers,” Laurel said. “It’s very important for us that we work with brands that align with our brand identity.” A portion of the proceeds from the sale of the products goes to The Support Network, a peer-to-peer organization to support mental health on college campuses.
