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September 17.2025
2 Minutes Read

How Ancient Crunch's Salty Side Hustle Hit $10 Million and Thrives

Confident professional man showing success in salty side hustle revenue growth.

The Inspiration Behind Ancient Crunch

Every great business springs from a unique idea, and for Seth Goldstein and Steven Rofrano, that spark ignited during a playful snack moment in Miami. Goldstein, initially a vice president at a private equity firm, found himself enjoying a bag of Tostitos when his friend poked fun at his choice. This light-hearted banter evolved into a serious venture that would become Ancient Crunch. This idea was rooted not just in snack enthusiasm but also in the vision for healthier, tastier alternatives, leading them to launch chip brands MASA and Vandy in 2022.

Initial Steps and Investments: Setting Up for Success

Starting a business is often a risk-laden adventure, as Goldstein and Rofrano discovered firsthand. They pooled $250,000 of their savings to launch their brand, a significant sum but just the start. They later raised an impressive $14 million in subsequent funding, which speaks volumes about their understanding of the market and their approach. Major projects often require more capital than founders anticipate, a lesson they learned early on.

Adaptation Through Experience: A Key Ingredient for Growth

One of the surprising lessons for Goldstein was the importance of customer engagement through email marketing, particularly for an online business. Originally skeptical, the duo's decision to embrace this strategy proved pivotal. Now, subscriptions account for half of their revenue. This showcases a crucial insight for entrepreneurs: recognizing and adapting to consumer demands can dramatically enhance business growth.

Challenges Faced: The Reality of Consumer Packaged Goods

Entering the consumer packaged goods sector comes with its own set of challenges. Unlike many brands that simply rely on other factories for production, Goldstein and Rofrano chose to build their own factory to create chips fried in beef tallow. This decision, while innovative, proved to be a significant hurdle, illustrating that the road to success is often filled with unforeseen obstacles.

Looking Ahead: Predictions for Ancient Crunch's Future

As Ancient Crunch approaches a staggering $250 million in projected revenue for 2026, Goldstein is keenly aware of the importance of staying agile. Investing heavily in a strong marketing strategy and understanding consumer needs will be integral. With their passion for healthy snacking driving them, the duo is poised to redefine their niche.

Ultimately, Goldstein's journey exemplifies the essence of entrepreneurship: it’s not just about having an idea but executing it strategically and being willing to pivot when necessary. Their story encourages budding entrepreneurs to embrace the unexpected, learn from challenges, and stay committed to their vision.

Are you an aspiring entrepreneur looking for success in your own side hustle? Take inspiration from Seth Goldstein and consider what innovative strategies could elevate your journey.

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