Tantos: Revolutionizing the Snack Aisle with Puffed Pasta Perfection

In a serendipitous moment, celebrity chef Joe Sasto's love for pasta and nachos collided, giving birth to Tantos – a unique puffed pasta chip that has captured the hearts and taste buds of snack enthusiasts nationwide. This innovative venture, co-founded by Sasto and entrepreneur Sean Knecht, is poised to disrupt the snack industry with its mouthwatering Italian-inspired flavors and irresistible texture.

Unlocking the Potential of Puffed Pasta Perfection

A Culinary Accident Turned Entrepreneurial Opportunity

The story of Tantos began with a happy accident in 2018, when Sasto and his team at the former Los Angeles-based coastal Italian seafood and handmade pasta restaurant, Cal Mare, accidentally left some pasta under heating lamps. Sasto noticed that the leftover pasta had partially dehydrated, transforming into "little chips" with a unique texture. Inspired by his love for nachos, Sasto decided to experiment, tossing the partially dehydrated pasta into the deep fryer. The result was a crunchy, puffed pasta chip that Sasto knew had the potential to become something special.

Perfecting the Puffed Pasta Chip

Sasto continued to refine the innovation, showcasing the pasta chips at pop-up events. Initially, the chips were more fried and less puffed, but Sasto persisted in his quest to achieve the perfect texture – one that was crunchy, airy, and light. Through trial and error, Sasto and his team developed a process that used water and wheat to extrude a product similar to dried pasta, which was then puffed and bagged, much like the production of pork rinds.

The Tantos Co-Founders' Serendipitous Meeting

Meanwhile, Sean Knecht, a budding entrepreneur, was on a personal journey of learning how to make homemade pasta. After watching Sasto's culinary skills on season 15 of Bravo's "Top Chef," Knecht reached out to the chef on Instagram, seeking advice on his pasta-making endeavors. This initial message marked the beginning of a fruitful collaboration, as the two founders bonded over their shared passion for pasta and entrepreneurship.

Bringing Tantos to Life

Recognizing the potential of Sasto's puffed pasta chips, Knecht offered to help the chef turn his creation into a viable business. In 2019, the two met again at a Los Angeles pop-up dinner, where Knecht had the opportunity to taste-test the pasta chips and became "obsessed" with the product. With Sasto's culinary expertise and Knecht's entrepreneurial drive, the co-founders officially launched Tantos in July 2020, after working behind the scenes during the COVID-19 pandemic.

Leveraging Social Media and Strategic Partnerships

Tantos' success can be attributed to its strategic approach to marketing and distribution. Leveraging Sasto's large online presence, the brand has established a strong online presence, selling through various e-commerce platforms, including their own website, Amazon, TikTok Shop, and specialty retail channels like Faire Wholesale Marketplace and Pop Up Grocer in New York. To scale production, Tantos partnered with a co-manufacturer and co-packer that specializes in making chicharrones, or pork rinds, as they had the necessary expertise in creating the desired crispy, airy, and puffed texture.

Targeting a Diverse Consumer Base

Tantos was created with a diverse consumer base in mind, appealing to children, mothers, "carb-curious" consumers, and pasta lovers alike. The founders recognized the ubiquity of pasta in many households, with the average person consuming it several times a week. By offering a snackable, puffed pasta alternative, Tantos aims to satisfy the cravings of pasta enthusiasts while providing a unique and innovative option in the crowded snack market.

Carving a Niche in the Snack Aisle

Aware that they cannot directly compete with industry giants like Frito-Lay and Cheez-It, the Tantos team has strategically positioned their product as a complementary offering. Knecht observed that the snack market was dominated by the same familiar brands, leaving an opportunity for Tantos to introduce a novel and differentiated pasta-based snack. The co-founders believe there is ample space in the market for Tantos to become a household staple, standing alongside the traditional corn- and potato-based snacks.

Ambitious Growth Aspirations

Tantos' long-term goal is to become a ubiquitous presence in the snack aisle, with plans to expand into national grocery stores, convenience stores, airports, and hotels – wherever snacks are sold. By leveraging their unique product, strategic partnerships, and Sasto's influential brand, the co-founders are confident in their ability to disrupt the snack industry and establish Tantos as a go-to choice for pasta enthusiasts and snack lovers alike.