LA Community Feature: Confusion Snacks

Aadit Patel, founder of Confusion Snacks, is a child of the Indian diaspora – who “grew up confused.”

Growing up, Patel lived at the intersection of his Indian roots and American culture. “What began as confusion between my Indian and American identities eventually blossomed into a unique fusion of the two cultures,” he says. “Whether it’s accenting my western-influenced palette with traditional Indian spices or shuffling between Bollywood music and American pop, I found ways to preserve an authentic connection to my immigrant roots while embracing the cultural influences of growing up in America.”

Patel founded Confusion to celebrate that fusion. “The market today for ethnic food and beverages is polarizing. The options out there are either too Indian – unhealthy snacks and distant flavors – or too westernized – authentic Indian flavors stripped down in favor to appease consumer palates.” The fusion market didn’t exist. Patel was looking for a snack that felt like a representation of himself: not 100% American, not 100% Indian, but somewhere in the middle. “That confusion is where the fun really starts.”

Confusion brings Patel’s identity to the snack aisle with unique bites that fuse bold Indian and American flavors. Their three SKUs are Black Truffle Masala Popcorn, Mint Chaat Popcorn and Chili Chaat Popcorn.

Patel is grateful for the LA Startup CPG and the unconditional support he’s received from fellow community members. “There’s a strong comradery and acknowledgement shared around the hustle and challenges that come with building a successful brand, which is both humbling and motivating. When you’re launching a CPG brand, it’s easy to feel like you’re on an island alone — this community has reminded me that there’s a family of amazing people from all walks of life on that island with me.”