Jonathan Sebastiani, who is the founder and CEO of private equity firm Sonoma Brands, created SmashMallow in late 2016. It currently manufactures a line of better-for-you marshmallows in snack forms and rice crispy treats as its own independent company.
The company noted Witt spent the last 13 years in various roles at Clif Bar, and after joining SmashMallow, he will be leveraging his experience scaling supply chain operations for high growth food businesses.
“I am really excited to join the SmashMallow team and support the incredible growth of this groundbreaking, disruptive product" said Witt commenting on his new role.
“I am intent on expanding production while maintaining the artisanal nature of the brand so that we can share this unique snacking experience with more consumers,” he added.
David Lacy, SmashMallow’s CEO, believes Witt’s expertise is “invaluable” as the company continues to expand into new channels, markets and product lines.
“Our simple, natural and gluten-free products are bringing permissibility to snackable confection,” said Lacy. “Since our launch less than two years ago, demand for our products has been absolutely incredible.
“We are now in over 15,000 doors [across the US] and are thrilled to have someone of Ted’s caliber and experience on our team,” he added.
SmashMallow is expected to grow 300% faster in sales in 2018 than last year, reaching $25m target by year-end.