LesserEvil explained

LesserEvil, LLC
Type:Private
Founder:Michael A. Sands
Location City:Danbury, Connecticut
Location Country:U.S.
Key People:Charles Coristine, CEO
Area Served:North America
Industry:Food
Products:Snack foods, organic foods
Revenue:approaching $100M in 2023
Num Employees:250

LesserEvil is an American snack company located in Danbury, Connecticut founded in 2004. The company makes a variety of packaged snack products including prepopped popcorn and extruded snacks.

The company promotes its products as a healthy alternative; in 2023 it was sued by a consumer for misrepresentation.

History

LesserEvil was founded in 2004 by Michael A. Sands,[1] Gene Hackman, and Jim Cramer in Tuckahoe, New York.[2]

Their initial product offering was a kettlecorn[2] and expanded into multiple varieties.[3] In 2006 they introduced a second line, Krinkle Sticks,[4] and later lines of extruded curls and puffs intended to compete in the cheese puff category.[5] [6] [7]

In 2011 Charles Coristine, a former bond trader[8] acquired LesserEvil[9] and opened its Danbury factory the following year.[10] At this point, the company's headquarters was still located in Wilton, Connecticut, but operations moved to Commerce Park in Danbury by 2013.[11] The factory is certified organic.[12]

LesserEvil underwent a rebrand in 2019, which emphasized "mindful" snacking, reiterated by the guru mascots featured on the packaging.[13]

In April 2022, the company acquired energy bar maker R.E.D.D. Bar.[14] The following year, LesserEvil sold a “significant minority” stake of the business to Aria Growth Partners, with the intention to further develop manufacturing and retail distribution.[15]

According to the Hartford Business Journal, the company was expected to have close to $100M in revenues in 2023 and was one of the largest producers of organic snacks in the US.

Ingredients

Carla Lalli Music, writing for Bon Appetit, dietician Wan Na Chun, speaking with Eat This, Not That, and dietician Mascha Davis speaking with Prevention noted the short list of ingredients for multiple popcorn products as a positive.[16] [17] [18]

Recognition

In 2022 Prevention named their Sun Popper Sour Cream and Onion product as their Best Protein Puff[19] and Good Housekeeping named them their Best Vegan Puffs.[20] In 2023, Self name the company's organic popcorn the best bagged popcorn.[21] In 2024, the company's Homer’s Blend Organic Popcorn won the best popcorn award in Good Housekeeping’s Best Snack Awards.[22]

Controversy

In 2023, LesserEvil was sued for misrepresenting its snacks as "healthier" than others.[23]

Notes and References

  1. News: Moran Alterio. Julie. August 13, 2008. Snack company markets to presidential race. The Journal News. White Plains, New York. September 5, 2023.
  2. News: Judges like what they savor in LesserEvil. Lee. Richard. March 8, 2012. The Stamford Advocate. Hearst. September 2, 2023.
  3. Web site: Briskin . Lizzy . I'm a chef. I tried 3 popular types of bagged popcorn to see which is the best. . 2024-04-03 . . en-US.
  4. Web site: The LesserEvil History. LesserEvil.com. 2009. LesserEvil Brand Snack Co.. https://web.archive.org/web/20090812134826/http://www.lesserevil.com/category/lesserevilhistory . September 3, 2023. 2009-08-12 .
  5. Web site: Matthews . Melissa . 2019-09-04 . These Egg White Curls Are Basically Paleo Cheetos . 2024-04-03 . . en-US.
  6. Web site: Bricker . Tierney . 2021-03-22 . 15 Healthy and Satisfying Snacks for Spring . 2024-04-03 . E! Online.
  7. Web site: Watrous . Monica . 29 August 2021 . New sustainable snacks debut from LesserEvil Healthy Brands 2021-09-29 Baking Business . 2024-04-03 . . en.
  8. Web site: Searching for a Smarter Snack: How This Mindful Leader Created A LesserEvil. Dube. Rob. September 2, 2019. Forbes. Advantage Media. April 2, 2024.
  9. Web site: Larson . Andrew . June 26, 2023 . Nearing $100M in annual revenues, CT's LesserEvil expands organic snack foods line, readies new in-state manufacturing plant . September 2, 2023 . Hartford Business Journal . New England Business Media.
  10. Web site: LesserEvil Snacks Opens A New Factory In Danbury. Smith. Alissa. May 30, 2013. Daily Voice. Cantata Media LLC. September 3, 2023.
  11. Web site: Comprehensive Annual Financial Report for The Fiscal Year Ended June 30, 2013. David W. St. Hilaire. City of Danbury Department of Finance. 2013. September 2, 2023.
  12. Web site: Jones . Marcy . 2023-03-15 . 'Lesser Evil' taking over the world with healthy snacks . 2024-04-03 . . en.
  13. Web site: Cabrey . Erin . July 13, 2020 . LesserEvil Moves Into New Categories, Expands Distribution . September 3, 2023 . . NevNET.
  14. Web site: LesserEvil enters bar category with acquisition of R.E.D.D. Bar. Nunes. Keith. April 13, 2022. Food Business News. Sosland Publishing. September 3, 2023.
  15. Web site: Harvey . Simon . 2023-09-21 . LesserEvil snack maker gets capital injection from Aria Growth Partners . 2024-04-03 . . en-US.
  16. Web site: Music . Carla Lalli . Carla Lalli Music . 2020-04-28 . I Love Everything About This Popcorn (Except the Name) . 2024-04-03 . . en-US.
  17. Web site: Kunik . Kelsey . 2024-01-16 . 10 Best & Worst Bagged Popcorns, According to Dietitians . 2024-04-03 . . en.
  18. Web site: Taylor . Marygrace . Haase . Madeleine . 2023-10-06 . These Healthy Snacks Ideas Are Nutritious and Taste Great . 2024-04-03 . . en-US.
  19. Web site: Weg . Arielle . 2022-04-08 . The 40+ Newest Healthy Packaged Foods Our Test Kitchen Editors Love . 2024-04-03 . . en-US.
  20. Web site: Sasson . Stephanie . 2022-06-28 . The 2022 Good Housekeeping Healthy Snack Awards . 2024-04-03 . . en-US.
  21. Web site: Madaus . Sarah . 2023-02-24 . The Best Chips, Crackers, Bars, Pretzels, and Popcorn for When You're Feeling Snacky . 2024-04-03 . . en-US.
  22. Web site: Sassos . Stephanie . Yung . Alyssa . 2024-04-02 . Our Biggest and Best Snack Awards Are Here . 2024-04-03 . . en-US.
  23. Web site: Steinberg . Julie . March 2, 2023 . LesserEvil Sued for 'Healthier' Claim on Allegedly Fatty Snacks . April 2, 2024 . . Bloomberg Industry Group Inc..

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