#New York #MASA #Whole Foods #Ancient Crunch

Ancient Crunch Welcomes Al Matulis and Greg Reintjes Jr. to Leadership Team

In a significant strategic move, Ancient Crunch, the parent company of popular snack brands MASA and Vandy, has announced key appointments in its executive leadership team to bolster its national presence. This decision coincides with the nationwide distribution of its products in Whole Foods Market stores beginning this August, reflecting the company's ambitious growth trajectory.

After a successful pilot program that saw MASA snacks tested in 93 Whole Foods locations earlier this year, Ancient Crunch is set to expand its availability to a much larger audience. The addition of Al Matulis as Head of Retail and Greg Reintjes Jr. as Chief Marketing Officer marks a pivotal moment for the company as it shifts from a primarily direct-to-consumer (DTC) model to a richer omnichannel approach to retail.

Experienced Leadership

Al Matulis comes to Ancient Crunch with over twenty years of experience in the consumer goods industry, particularly in retail, e-commerce, and brand scaling. His previous roles at leading corporations such as Kimberly-Clark and Kellogg’s, as well as dynamic brands like Kernel Season’s and Quinn Snacks, have prepared him to tackle the retail landscape effectively. Matulis holds a biomedical engineering degree along with an MBA in finance, bringing both technical acumen and financial insight to the growth strategy of Ancient Crunch.

Matulis expressed his enthusiasm about the role, stating, “I am excited by the opportunity to help lead Ancient Crunch’s evolution from a DTC-driven business to an omnichannel focused house of beloved BFY (better-for-you) brands.” His vision is to establish a robust retail organization that will support the company’s ongoing momentum and broaden its consumer reach across the nation.

On the other hand, Greg Reintjes Jr. joins Ancient Crunch as Chief Marketing Officer, where he will spearhead marketing initiatives and growth strategies for its product lineup. Previously, he was the Senior Vice President and Head of Marketing at LALO Spirits, playing a crucial role in the brand’s rapid rise and subsequent acquisition by Tito's Handmade Vodka. With previous experience in notable brand management positions at Beam Suntory, Reintjes is set to leverage his extensive background to meet rising consumer demands for natural and high-quality food products.

“I am honored to build the brands that meet the demand,” Reintjes said, emphasizing the growing trend towards food products made from natural ingredients. With his MBA from the Kellogg School of Management at Northwestern University, he combines comprehensive marketing knowledge with innovative strategies tailored for success in the current CPG (consumer packaged goods) landscape.

Meeting Consumer Demand

The addition of Matulis and Reintjes comes at a time of increasing consumer interest in snacks that are traditionally made and free from seed oils. Ancient Crunch is committed to reviving these authentic cooking practices and crafting snacks that adhere to rigorous standards by avoiding fillers and artificial ingredients.

Co-founders Seth Goldstein and Steven Rofrano articulated their long-held belief in the potential to reintroduce real-food snacks into mainstream grocery chains. “As we continue scaling nationally, we’re investing in world-class leadership that shares our vision and has the experience to help us build the next generation of better-for-you brands,