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The Inside Scoop on Fat Snax' Founder

June 10, 2020 | by Emily Hwu
The Inside Scoop on Fat Snax' Founder


We had our intern interview our founder, Jeff (aka “Chef Jeff”), to get some insight into how in the snacking-world Fat Snax came to be. Read on to hear about the trials and tribulations of going keto, craving sweets, and making the world's best keto snacks 😉


Thanks for being here, Jeff. The first thing our Fat Snax Fam is itching to know: what inspired you to go keto? 🙌

Thanks for having me! Basically, when I hit my mid 40s, I started feeling slower and groggier than ever before. I mean, literally playing in the house with my daughters was exhausting. One day I stumbled upon the book The 4-Hour Body by Tim Ferriss. The moment I finished it, I knew that I had to take up a low-carb lifestyle not only for myself, but for my kids. Almost immediately, I started feeling as energized as I was in my 20s. Carbs seem like a distant memory now...


That’s amazing you were able to make that change. So then, how did Fat Snax come to be? 🤷‍♀️

Well, as much as I loved the way that my newfound keto life made me feel, my only issue was that I couldn’t find any keto-friendly snacks to satisfy my sweet tooth. When those sugar cravings hit, I’d either be miserable eating plain cucumber slices and pretending that they were cookies, or I’d be hitting the pantry to munch on my kids’ sugary sweets. 


That sounds like no fun at all 👎

Tell me about it. I was even religiously sneaking hard-boiled eggs into the movie theater—talk about smelly and embarrassing! While watching the previews for Moana, my daughter glanced over at me, mortified, and said: “Dad, you seriously need to do something about this.” So, I did what every awesome dad would do: I took to the kitchen and started baking my own keto-friendly cookies. 


How did you know when you had the recipes right? 🧑‍🍳

In all honesty, I thought I had it figured out pretty quickly. I showed the “winner” to my oldest daughter and she looked at me like I had gone insane. “Dad, these cookies are awful” is what she said to me. So I went back to the kitchen.


Dang, your kids are honest! Then what? 🤭

After months of non-stop baking trials (and I mean moooonths), I started doing more taste-tests with my kids and friends, who all ate sugar and carbs on a daily basis. After dozens of rounds, they LOVED them! Once I realized that people were regularly eating through my homemade cookie-stash, I knew it was time to launch Fat Snax.


Why did you name the company Fat Snax? 💙

One of our major goals is to combat the negative associations that have developed with the word “fat,” so this name came to mind almost instantly—we’re proudly putting fat back into food! 


Most important question yet: how many burpees can you do? 💪

Oh goodness, like in a row? In an hour? Not as many as I’d like, but enough to have me keeled over, exhausted, and begging for mercy. If I’m being modest, I’d say a hundred in a row, but who’s counting?


Second most important question: how many cookies and brownies do you eat in a day? 🍪

Ha! That’s a great question. You’d think that I would have grown tired of Fat Snax by now, but I still eat at least one or two most days! Some days I’m not craving a sweet treat, but just as often I’ll have a few packs in a day. What can I say, I love them! 


Fat Yeah!! Last but not least, can you tell us what’s next for Fat Snax? 👀

We’ve got loads of exciting things coming up! I truly do get chills thinking about how many people in the keto community eat our snacks on a weekly or daily basis—it’s humbling, to be quite candid. I still pinch myself every time I think about the wonderful family that these snacks have been able to bring together. In regards to what’s next, you’ll have to stay tuned to find out, but one thing I can say is: stay hungry.