KRACK'D SNACKS: <1g Sugar, 100% DeliciousStay on track with texture-rich sweet snacks that are Low Sugar, Keto-Friendly, and made with Clean Ingredients.
- KLS
- Mar 27
- 7 min read
For the 169th feature of our "Together Talks" campaign, we collaborated with KRACK'D SNACKS and Founder, William Kwak. They are focused on helping not only their loved ones develop healthy eating habits, but also anyone looking to cut down on sugar by offering decadent snacks without the guilt. They are about to Krack your Snacks! Their mission is to remove the guilt from your biggest indulgences by replacing the sugar with nutritious ingredients! <1g Sugar | Keto | Vegan | Diabetic-Friendly | Gluten-Free
"Together Talks" feature # 169: KRACK'D SNACKS presented by KLS - Your Trusted Shipping Solutions In The USA
What separates you from your competition? What have been the biggest challenges? Goals for upcoming year + Next phase of the company?
What were your concerns to transition to starting your own business? What have you learned since becoming an entrepreneur? What aspect of entrepreneurship do you appreciate the most? What is your why?
Story of how it was created?
I started my company in 2019 while working full-time as a litigation consultant. After being on keto for seven years, I tried every keto snack, keto bar, and "better-for-you" chocolate I could find, but none truly satisfied my cravings. One day, I was let down by a highly recommended product from Whole Foods and thought, "We deserve better." That weekend, I decided to create my own solution.
I sat at a Starbucks and began researching how to start a business, thinking about what I wanted for myself and others—something sweet, keto-friendly, and truly satisfying, without the sacrifice. I wasn't happy with the taste or texture of what was out there, so I decided to create a product that would.
We started on Etsy and quickly gained traction. As we built our own site, people took notice and partnerships with larger companies helped boost our exposure. Today, we sell on our Shopify store, Amazon, and have recently expanded to Erewhon, Lazy Acres, and Lassens. We're focusing on local growth in Southern California, with plans to support retail stores through demos and building product awareness, while continuing to grow our online presence.
What separates you from your competition?
What sets us apart is our focus on taste and texture. After being on keto for nine years, I realized that although there are many options, none truly satisfied my cravings for something sweet and crunchy so I spent months creating something truly craveworthy. We specialize in creating nostalgic, treats with texture—something that’s been missing in the low-carb space. While others offer soft, chewy options, we’re one of the few brands with a truly uniquely crunchy snack such as our Peanut Butter Caramel Crunch, which is our take on the Butterfinger. It’s a texture people on keto or low-carb diets often crave, and no one else has been able to replicate it.
What have been the biggest challenges?
The biggest challenges have been internal. After our rebrand from Keto Kracks to KRACK'D SNACKS, we had to redefine our product and target audience. While we know keto and low-sugar is our core, we’ve been figuring out how to best position our offerings—whether it's as a sweet treat, keto candy, or low-sugar candy. Understanding what resonates with our customers and refining our messaging is a work in progress.
Another challenge has been balancing profitability with revenue growth. I used to believe that hitting a certain revenue would automatically solve profitability issues, but after reading Profit First, I’ve realized the importance of focusing on profitability from the start. As a bootstrapped business, it’s crucial for me to become profitable quickly to support continued growth.
Goals for upcoming year + Next phase of the company?
Our primary goal for the next year is to become profitable. We also plan to scale by moving into a larger facility and investing in our own equipment to increase production capacity. As we expand into new markets, we’ll focus on understanding how customers define our product and what draws them to our brand. This will help us refine our messaging and create future products that better serve our customer base.
As we grow, especially in retail, we'll focus on making our packaging and displays stand out to grab consumer attention. We’ll continue refining our approach at our current size, ensuring we’re ready for larger retail opportunities when they come.
What were your concerns to transition to starting your own business?
I didn’t have many concerns when I first started my business because I was so oblivious to what it would take—I figured I’d learn along the way. Initially, my main concern was how to reach a revenue point where I could quit my full-time job. The plan was to wait until my side project was making more than my current job, but that didn’t happen. I was actually let go at the start of COVID, which turned out to be the best thing for me because I didn’t have the courage to quit on my own.
As I’ve learned more, new concerns have emerged, like ensuring financials are in order, understanding the product, and figuring out how to scale efficiently and profitably. There’s so much I’m still learning, but I’ve had a lot of help from people in the CPG space who’ve been generous with their time and guidance. Networking in the Los Angeles CPG community has been crucial for me, even though I’m introverted—I’ve made it a point to attend events because people are willing to help, having been through similar struggles themselves.
What have you learned since becoming an entrepreneur?
Becoming an entrepreneur has taught me a lot, both personally and professionally. On a personal level, as a shy and nervous kid, I struggled with self-confidence. Starting this business has pushed me to grow, and I’ve had to take ownership and accountability for every decision I make. As a founder, everything falls on you, and learning how to handle that responsibility has been key.
I’ve also learned how to react to challenges. Things will go wrong in business, but the important part is how quickly you can resolve those issues. Shifting my perspective on problems has been crucial for growth.
I’ve also realized the importance of putting yourself out there and not being afraid to chase what you want. In business, you often have to do things in unconventional ways, and I’ve learned that this applies to life in general. There are no real boundaries, and the only limits are the ones you set. You won’t receive what you’re afraid to ask for, so don’t hesitate to go after it.
What aspect of entrepreneurship do you appreciate the most?
What I appreciate most about entrepreneurship is the daily learning. This has been the hardest thing I’ve ever done, but also the most rewarding, because I have complete autonomy over my actions. If I don’t show up and put in the work, it all falls on me. But every day, there’s something new to learn—whether it’s from reading, interacting with people in the industry, or connecting with others like yourself.
What is your why?
My "why" comes down to two main reasons. First, why should we have to suffer with unhealthy foods? I realized we don’t have to. At KRACK'D SNACKS, we create craveworthy low carb snacks and sugar-free chocolate that don’t feel like a compromise. You no longer have to sacrifice taste for health. I want to show people that there are brands, like ours, that make healthier eating easier and more enjoyable.
The second reason is about inclusivity. There are people who face dietary restrictions and can’t consume certain foods, and I don’t want them to miss out on the joy of eating good food. With the rise of gluten-free, sugar-free, low-carb options, we’re improving the industry and making snacks more accessible to everyone. I want our brand to help bridge that gap and make sure people with dietary restrictions can still enjoy great-tasting food.
Do you have a moment that brings you the most joy?
I don’t have just one moment, but when I attend trade shows and see people snack our treats for the first time, the joy they express is incredible. Hearing things like, "I haven’t had a Butterfinger in five years, but this tastes just like it," or "I haven’t had candy in so long because I couldn’t find anything like this," reminds me that our product is solving a real problem for people.
On a personal note, starting this business has brought me much closer to my family. My aunt and even my 94-year-old grandma help with the business on a daily basis. If it weren’t for this business, I wouldn’t have the close bond with them that I do now. Working together has strengthened our relationship in a way I never expected.
Promo Code:
Purchase these amazing snacks off their website here and use the Promo Code below!
KLS15 for 15% off!
Piece of Advice
If I could give myself advice when I first started, it would be: don't chase perfection. It’s a hard lesson, but perfection is the enemy of progress. I spent two years delaying the launch because I was afraid the branding or the product wouldn’t be "perfect" and that would ruin the brand’s chances of success. I thought it would create a negative perception of myself and the product if it wasn’t flawless.
What I realized is that your brand, packaging, and product will evolve over time. Had I known this earlier, I would have just launched a prototype and see if one person would be willing to pay for what I created, I would have known I was on the right track. My advice to myself—and to any founder—would be: start, just do it. Don’t get caught up in making everything perfect before you launch.
In Closing
KLS wants to thank KRACK'D SNACKS and Founder, William Kwak, for today's "Together Talks" feature. Follow along for their journey with their social handles below!
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