The launch represents a significant scaling effort for the Los Angeles-based startup, which markets its products as alternatives to snacks processed with industrial seed oils. Co-founders Seth Goldstein and Steven Rofrano describe the partnership as a logical progression for their mission to popularize traditional, ancestral cooking methods in a modern grocery setting.

MASA chips utilize organic, nixtamalized corn, while the Vandy line focuses on kettle-style potato chips. By adhering to a production process that excludes fillers and artificial additives, the brand has grown its footprint to over 3,000 retail outlets. Beyond the new Whole Foods presence, the snacks remain available at retailers including Sprouts, Target, and Erewhon, alongside direct sales channels on Amazon.