Snapz makes a simple product: organic fruit and vegetable crisps that are dried using a proprietary vacuum dehydration system. But it’s that simplicity that managing director Bahram Ajodani says has won traction among consumers, big-box retailers and schools.

“But it has to taste good; that’s the first thing,” he says in this interview from Natural Products Expo West 2016, where the brand launched a new apple crisp snack with puffed cheese. Watch for more on how this brand is growing.