Hayden-based snack company is on a roll
Genius Gourmet Chief Operating Officer Tom Lunneborg, left, Vice President of Sales James Vas Dias, center, and President Pete Vas Dias discuss products Jan. 8 in their Hayden office. The company that launched in 2019 in Coeur d'Alene is making waves through platforms such as QVC and Instacart.
HAYDEN — Making protein-packed, low-carb, keto-friendly snacks that are free of gluten, low in sugar and cleverly disguised as candy bars isn't just brilliant — it's genius.
Operating out of Hayden and Coeur d'Alene, the Genius Gourmet team can take all the credit for dreaming up product lines that look and taste as good as they make their consumers feel.
“What’s really different about us is instead of telling someone to eat differently, we’re taking some of their favorite things and making them healthy for them,” Genius Gourmet Inc. Chief Operating Officer Tom Lunneborg said Jan. 8.
The Genius Gourmet Nut Roll Bar is one prime example, he said.
This roasted and salted peanut-enveloped treat with gooey caramel-encircled vanilla nougat in the center has 10 grams of protein, no added sugar and is only 190 calories.
“We worked with the manufacturer that makes it, pulled the sugar out and made it a protein bar," Lunneborg said. "Still the same candy experience, but it’s something you can give kids. I’ve sent cases to my daughter’s school. Staff, kids love them, and you can feel good about giving it to them and feel good about eating it yourself, like at 9 o’clock at night when you’re watching TV.”
Genius Gourmet launched five years ago when four friends realized the need for good-tasting protein snacks. With a vision for creating palatable protein provisions, the friends got to work making treats that look and taste like chocolate bars and malted milk balls, but without all the junk.
An individual protein bar can be purchased for under $3. A box of 10 nut roll bars goes for $24.99 on the Genius Gourmet website, which often offers deals on different products.
“It’s really special to be a homegrown brand,” Lunneborg said. “I was born and raised and grew up here. To be able to partner with a company that is growing and producing an outstanding product on par with some of the biggest companies in the world, I mean, most of the times when we meet people, they can’t believe it’s coming out of Coeur d’Alene or Hayden.”
The creamy peanut butter chocolate protein bar was one of Genius Gourmet's first products, and it continues to be a fan favorite.
“I have eaten one almost every day,” Vice President of Sales James Vas Dias said.
Vas Dias has already been busy this year telling the world all about Genius Gourmet. He spent New Year's Day outside Philadelphia on the set of QVC, discussing the new Genius Gourmet Protein Cookie Bites with the hosts and watching the orders roll in. The team had three QVC airings in January.
“It’s pretty exciting, they have multiple little sets and there’s cameras everywhere,” Vas Dias said. "Over time, networking at events like trade shows and getting out there like on QVC, people start to recognize you. It's been nice, especially with all of the new stuff we’re launching. It gives us a lot to talk about and a lot to push. People start recognizing that.”
Genius Gourmet's protein snacks include cookie bites, which were just released in three flavors Jan. 20 — milk chocolate, mint chocolate and salted caramel; three flavors of crispy protein treats; four flavors of protein bars; and the nut roll, also released Jan. 20.
The snacks are made at 16 co-manufacturer facilities across the U.S. and Canada.
Aside from QVC, Genius Gourmet has caught the attention of the Instacart community. It was ranked No. 37 on Instacart's list of 75 "Fastest-growing emerging brands of 2024."
Genius Gourmet products can be found locally at Jiffy Stops, Super 1 Foods and Yoke’s Fresh Markets. The team also plans to participate in trade shows in North Idaho and across the country.
“That’s what 2025 is, it’s a giant push,” Lunneborg said. “You have to make noise, get in front of the buyers to let them know who you are multiple, multiple times before they give you a chance on the shelf.
“This core team is what built Genius Gourmet, and it's making noise," he said.
Info: geniusgourmet.com
The Genius Gourmet crew, seen Jan. 8 in their Hayden warehouse. From left: Matt Colonval, brothers Pete Vas Dias and James Vas Dias, Josh Christensen, Tom Lunneborg and Josiah Rye.
Genius Gourmet is on a roll: The North Idaho company's new Nut Roll Bar is pictured here as it is processed at a manufacturing facility.
