When Laurel Orley co-founded Daily Crunch in 2020, she left behind more than a decade at Unilever to pursue something deeply personal. The inspiration came from her Aunt Diane Orley, who had discovered an ancient sprouting technique while living in India more than 20 years ago. By pairing it with a unique dehydration process, Orley created nuts that were lighter, crunchier, and unlike anything else on the market.
From Idea to Aisle
What began as a family recipe shared among friends soon became the seed of a business. With patented technology, bold flavors, and a clean-label approach, Daily Crunch has carved out a distinctive place in the better-for-you snack category.
Launching a company in the middle of a global pandemic was no small feat. Orley had to navigate disrupted supply chains, canceled meetings, and shifting consumer behavior while introducing something completely new to the snack aisle. “It’s two steps forward and one step back,” she says. “As an emerging brand, you have to be the squeaky wheel to get what you need.”
Despite the challenges, Laurel’s persistence paid off. Daily Crunch took a strategic route—starting in natural stores to build credibility before breaking into major retailers like CVS, Target, and Whole Foods Market. Today, the brand is sold in more than 7,000 doors nationwide and is preparing for its biggest launch yet into 1,500 Albertsons stores. Daily Crunch is has been the #1 selling nut brand (by units sold) at Erewhon.week after week after week.
“As an emerging brand, you have to be the squeaky wheel to get what you need.”
Racking up wins
Along the way, the brand has racked up some impressive accomplishments, including:
- Named to the Inc. 5000 list two years in a row
- Launched into Whole Foods Market nationwide
- Winner of the The 3rd Annual Albertsons Companies Innovation Launchpad Grand Prize
- Orley was named a 2025 Nosh Notable. “The They are the trailblazers, tastemakers and truth-tellers transforming how America eats.”
- Won recognition in the Good Housekeeping Healthy Snack Awards and other industry accolades
- A finalist for Entrepreneur of the Year at this year’s Nashville Entrepreneur Center NEXT Awards.
- SELF Magazine 2025 Pantry Award winner
Flavors with a twist
Daily Crunch now offers seven flavors in three sizes, with Dill Pickle Sprouted Almonds + Pepitas leading the pack. Flavor innovation is central to the brand’s identity: the team tracks consumer trends, tests recipes with R&D, and pilots them direct-to-consumer before scaling to retail. This fall, they’ll introduce two new flavors, including a Chai Spiced limited-time offering.
And customers are loving their products. Daily Crunch has racked up more than 17K reviews on Amazon, with an average of 4.5 stars.
“I really TRIED to put the bag away after my first few bites. However, to my shock and awe I ate the entire bag in one sitting! Simply Delicious!!” raved one reviewer.
Daily Crunch is committed to making an impact beyond snacks. A portion of proceeds goes to support mental health initiatives through its partnership with The Support Network, a nonprofit that promotes mental wellness among high school and college students. For the founders, this mission is personal: they believe that nourishing the body and supporting the mind go hand in hand. By giving back, Daily Crunch is helping to open conversations around mental health and ensuring young people have access to the resources they need.Daily Crunch partners with The Support Network, helping promote mental health and well-being among high school and college students—because what we eat directly shapes how we feel
Daily Crunch also dedicated to setting a new standard in sustainability. The company sources almonds from a bee-friendly farm committed to sustainable practices, packages its snacks in post-consumer recycled bags, and proudly became the 78th brand to earn Upcycled Certification. Its impact extends beyond snacks, too: Daily Crunch partners with The Support Network, helping promote mental health and well-being among high school and college students—because what we eat directly shapes how we feel.
Fueling the next Chapter
With a successful $4 million Series A raise in 2024, Daily Crunch is accelerating growth like never before. The capital is fueling marketing, product innovation, and expansion into new retail channels, helping the brand reach more consumers nationwide. This infusion of resources, combined with the team’s strategic approach and award-winning products, positions Daily Crunch to scale rapidly while maintaining its focus on bold flavors, sustainability, and wellness initiatives.
This Series A round included a diverse combination of investors, including non-CPG lead: Launch Tennessee, a 501c3 that provides entrepreneurs capital and connection as well as variety of founders and strategic individuals.
“Over the last few years, we have witnessed their transformation from a promising startup to a rapidly expanding presence in the snack industry,” Launch Tennessee Chief Investment Operator Eller Kelliher told NOSH.
“SKU literally helped us reach a different phase of the business that would have taken much longer otherwise,” Laurel says. “We still lean on our mentors today.”
SKU has played an integral part in the Daily Crunch journey, helping give the newly launched brand a boost. “SKU literally helped us reach a different phase of the business that would have taken much longer otherwise,” Laurel says. “We still lean on our mentors today.”
For Laurel, growth is about much more than numbers and product launches. “Learning how to do hard things is something I’m most proud of this year,” she says. “As co-founder and CEO, I’ve learned to challenge myself and surround myself with an incredible team, colleagues, and mentors.”
Key Learnings from the Daily Crunch Journey
- Don’t be afraid to launch during tough times.
– Daily Crunch debuted in 2020, in the middle of the pandemic. Timing isn’t always perfect, but persistence can overcome uncertainty. - Take a strategic growth path
– Instead of rushing into big retailers, Daily Crunch started in natural stores to build credibility, then scaled into CVS, Target, and Whole Foods. Build momentum step by step. - Use innovation to stand out
– A patented process and bold flavors like Dill Pickle set Daily Crunch apart. Find your edge and protect it. - Test before you scale
– Daily Crunch introduces new flavors online first before rolling them out in retail. Use your direct-to-consumer channel as a testing ground. - Celebrate and leverage accolades
– From the Inc. 5000 list to national awards, Daily Crunch uses recognition to fuel credibility. Highlight your wins—they open doors. - Build resilience into your mindset
– Laurel says, “It’s two steps forward and one step back.” Expect setbacks, but keep moving. - Surround yourself with the right people
– Mentors from SKU and a strong internal team helped accelerate growth. Build a network of advisors and colleagues who challenge and support you. - Be the squeaky wheel
– As an emerging brand, Laurel learned that persistence and speaking up are critical to getting retailer attention and resources. - Take pride in learning hard things
– The founder’s journey is about growth as much as results. Laurel’s biggest point of pride isn’t just revenue or doors—it’s proving she can tackle the hard challenges and keep moving forward.
Check out Orley on a recent Startup CPG Podcast talking about the challenges and rewards and creating a new category.