NYC Community Feature: Chewma

by Petra Pasquina

NYC COMMUNITY FEATURE MEET CHEWMA + FOUNDER PETRA PASQUINA

WHAT IS CHEWMA?

Chewma Protein Bites are a betterfor-you savory snack because you are sweet enough. Chewmas are an alternative to carb-laden chips, crackers, and pretzels.These Bites pack 10 grams of protein per serving, are low-carb, gluten and grain-free and still taste absolutely delicious. They come in three, savory flavors and will keep you on the go without the snack guilt.

WHY CHEWMA?

For years, I struggled to find an on-thego snack that would keep me satisfied between meals. With a full-time job, two active boys, hectic travel schedule, and other activities, I found myself grabbing whatever food was in the cabinet at home (typically my kids snacks) or the convenience store just to carry me through the day. Most of the options at the store were loaded with sugar and carbohydrates or contained unwanted ingredients that didn’t taste good. And for health reasons, I’d made the decision to go gluten-free.That narrowed my choices even further. So I started experimenting in my home kitchen on nights on weekends. And Chewma Protein Bites were born!

Chewma Protein Bites are the perfect balance of simple, savory ingredients like almond flour, real cheese and plant-based pea protein, baked into a crispy bite. I was excited to finally have an “adult snack” and started sharing them with others. My friends and family couldn’t get enough of the snacks I was baking so I left my full-time job in tech sales and marketing to take my snack business to the next level. I’m still baking the product by hand and now I’m working in an incubator kitchen so I can make enough to share more broadly.

I was a one-woman operation for several months but knew that wasn’t a sustainable model. In order to give back to the community and get a little help, I reached out to a fellow baker who runs a non-profit bakery working with neurodiverse adults. My timing was perfect as she was looking for opportunities for her trained bakers to find additional employment beyond her organization. I was excited to welcome a team of two neurodiverse bakers to work with me in the kitchen. We bake and pack the product every week and I couldn't do it without their support. They are helping me scale my operation and bake enough Chewmas to keep up with growing demand.

LAUNCHING CHEWMA

Given my background in tech sales and marketing with a focus on helping other brands connect with customers on social media platforms, I made the decision to sell Chewma Protein Bites direct-to-consumer. In early 2021, Chewma.com launched and I began promoting the product with a small marketing budget. I’d determined this would be the best, and most cost-effective way to test and learn more about the product and consumer reaction before diving head-first into retail. I had a lot to learn about selling a food product and had to force myself to reflect, ask a thousand questions to anyone with more experience, and spend my money wisely (since I’m currently self-funded). As a result, I have updated package size, adjusted pricing, enhanced positioning and I’m developing my brand voice. I’ve also begun selling at local specialty retailers and looking to expand into grocery and on Amazon by the end of the year. People in the CPG industry are some of the nicest, most helpful folks I’ve ever met and I’m grateful for everyone who has helped me along the journey.