Rivalz
2 known investors
Rivalz makes better-for-you snacks aimed at consumers seeking healthier, nutritious alternatives to conventional high-salt, high-fat, high-carb snack foods. The company positions its products in the healthy snack food category.
Also known as Rivalz Snacks
Investors · 2
Company profile
researched Aug 2026Rivalz is a food company that produces a dual-textured, stuffed savory snack made from vegetable- and pulse-based ingredients. The product consists of a crunchy shell with a filling and is sold in three flavors — Late Night Pizza, Extra Chedda' Mac and Spicy Street Taco — as well as a variety pack, in 1oz 15-packs and 6oz 6-packs priced at $19.99. The snacks are formulated with yellow pea flour, pea protein isolate, brown rice and brown rice protein, sunflower oil, palm fat and pea fiber, and are fortified with seven essential vitamins and minerals including calcium, vitamin C, zinc, iron, vitamin B6, vitamin A, vitamin D and vitamin B12. A 28g serving of the variety pack provides 8g protein, 13g total carbohydrate, 4g dietary fiber, under 1g total sugars, 6g total fat and 160mg sodium.
The products are positioned as non-GMO, vegan, gluten-free, dairy-free, with no added sugar and no artificial flavors or preservatives; the founder also describes them as low glycemic, non-GMO certified and certified Kosher, and states the range is compliant with Smart Snacks, the U.S. national nutrition standard for food and beverages sold in schools. Company materials frame the offering against both conventional salty snacks and existing "better-for-you" alternatives, comparing Rivalz nutrition per 1oz serving with competing products on protein, fiber, sodium and net carbs.
The company is based in Davis, California, and is led by CEO Peter Barrick, a UC Davis undergraduate and 2016 graduate of the UC Davis Graduate School of Management MBA program who previously served as a U.S. Marine Corps officer and jet aviator, worked at Wells Fargo underwriting debt facilities for food and beverage companies, and helped start a private equity firm focused on emerging food and beverage brands.
Founding story
Founder and CEO Peter Barrick studied as an undergraduate at UC Davis, then served as a United States Marine Corps officer, jet aviator and forward air controller, an experience he credits with shaping his risk tolerance and interest in food insecurity in less developed countries. He subsequently completed an MBA at the UC Davis Graduate School of Management (class of 2016), where he consulted for a food company on market-entry strategy as part of an IMPACT Strategic Project, then underwrote debt facilities for food and beverage companies at Wells Fargo before leaving banking to help start a private equity firm that backed emerging food and beverage brands. Rivalz was created around the premise that mainstream salty snacks are high in salt, fat and carbohydrates while existing better-for-you snacks compromise on taste and still deliver limited nutrition. The business launched on May 15, 2023.
Business model
Rivalz develops and sells packaged snack products under its own brand, offering multi-unit cases (1oz 15-packs and 6oz 6-packs) through its direct-to-consumer online store at $19.99 per pack, with stated intentions to expand distribution, including into schools via Smart Snacks-compliant formulations, and eventually into food categories beyond snacking.
Product sales of branded snack multipacks; the company's website sells 1oz 15-packs and 6oz 6-packs of each flavor and a variety pack at $19.99.
Traction
The company's storefront lists customer review counts of 38 for the variety pack, 16 for Late Night Pizza, 11 for Spicy Street Taco and 10 for Extra Chedda Mac, with products shown as sold out at the time of capture. The founder reported completing angel and seed financing rounds and developing a Smart Snacks-compliant product.
Latest developments
An April 2024 founder profile reported that Rivalz had closed $6.1M in seed funding following an earlier angel round, and described plans to expand distribution and enter categories beyond snacking.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Rivalz positions itself in the salty snack category as a challenger to large incumbent snack companies and to existing better-for-you brands, using side-by-side per-serving comparisons of protein, fiber, sodium and net carbs against competing snacks.
Rivalz's stated points of difference are a dual-textured stuffed format (crunchy shell with filling) rather than a puff or chip, higher protein and fiber with lower net carbs per serving than compared snacks, fortification with seven essential vitamins and minerals, and dietary attributes including vegan, gluten-free, dairy-free, non-GMO certified, kosher, low glycemic and no added sugar.
Technology
The company describes a technology platform and R&D capability for extruded snack formats, and states that a fully integrated AI model is used to accelerate product design and development, which it credits with producing a high-protein, high-fiber, low-carbohydrate snack and a Smart Snacks-compliant product quickly. Products are built on pulse and rice proteins (yellow pea flour, pea protein isolate, brown rice protein) with pea fiber and added vitamins and minerals, engineered into a crunchy shell with a filling.
Go-to-market
The company sells through an online Shopify-based store on its own website and is seeking to grow distribution, including into schools through Smart Snacks compliance. The founder has publicly sought media coverage, community feedback, and introductions to entrepreneurs, investors and events through plant-based business networks.
Consumers seeking savory snacks with higher protein and fiber and fewer net carbs, including those following vegan, gluten-free, dairy-free, kosher or no-added-sugar diets, and on-the-go snackers; the Smart Snacks-compliant formulation also targets school food channels.
Geography
Headquartered in Davis, California, USA, with an online store serving consumers; the founder states an ambition to put the products in the hands of consumers globally.
History
Rivalz launched its business on May 15, 2023. Its first-generation product was the Veggie Crunch; when deciding on a line extension, the team chose to develop the Rivalz Stuffed Snack over easier-to-produce extruded formats such as puffs or chips because it offered a more differentiated flavor experience. The company raised an angel round and subsequently a $6.1M seed round, reported in an April 2024 founder interview.
Risks & controversies
The founder has described a difficult fundraising environment in which investors demand disciplined spending, strong margins, proof of concept and validation. All products were listed as sold out on the company's storefront at the time of capture.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsA founder spotlight interview states that Rivalz 'just landed $6.1M in seed funding', following an earlier angel round.
$6.1M source ↗
The company chose to develop the Rivalz Stuffed Snack rather than other extruded formats such as puffs or chips as an extension of its first-generation Veggie Crunch product.
Founder Peter Barrick states the business launched on May 15, 2023.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Rivalzrivalzsnacks.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Rivalz do?
- Rivalz makes vegan, gluten-free dual-textured stuffed snacks with added protein, fiber and micronutrients.
- Who are Rivalz's investors?
- Rivalz's investors include Capitalize VC, The March Group.