A mother of two is pitching a new approach to snacking that she says is designed to meet women where they are in the busiest stages of life, from postpartum recovery to the daily demands of parenting and work.
Rebecca Smith, founder of Mamala Organics, is behind what she calls a “support snack” — a portable pouch food she says is built for women who often put their own nutrition last.
“I have a handful of supplements and then (at) 4 p.m., I’m looking at a half eaten bowl of oatmeal wondering what am I feeding myself,” Smith says in describing her own experience as a mother.
The idea, she says, grew out of what many parents describe as a common reality: days so focused on caregiving and responsibilities that meals for themselves are often skipped or pieced together on the go.
“It is all encompassing to be a mom today because we have so many more obligations, you know, we want to be in the workforce, we want to be present parents we want to create but we also want to be available,” Smith says.
Mamala Organics markets its products as gluten free, dairy free, nut free, soy free, vegan and plant-based, kosher certified and organic. The company currently offers two flavors — Mama Mello and Mama Mind — which Smith says are part of what she considers a new category of “support snacks.”
“We really invented an entirely new category of snacking. What we call support snacks,” she says.
Smith describes a support snack as nutrient-dense food meant to be consumed in moments when convenience matters most.
“It’s the nutrient dense whole foods that our body needs exactly when we need them,” she said. “So we’re not just serving up an empty snack to you its something more than that.”
The products are made in collaboration with registered dietitians, according to Smith, who says the goal is to address women’s nutritional needs across a range of life stages, including postpartum recovery.
“So across the board, they’re all addressing a variety of symptoms: Hormone regulation imbalance, immunity digestion and microbiome health, tissue repair and muscle function, calm, sustained energy,” she says.
Smith says the concept also considers the challenges of breastfeeding and postpartum recovery, when nutrition can be especially difficult to prioritize.
“So many of us are suffering from nutrient depletion,” she says. “We’re contending with tissue repair, we’re contending with impaired cognition, all of these things.”
She adds that convenience was a central consideration in the product’s design.
“When you’re breastfeeding, you need something one-handed. And only a mom is going to get that,” Smith says.
Despite the positioning as a nutrient-dense option, Smith emphasizes the products are not intended to replace full meals.
“These are incredibly satiating between the protein fiber mix, the amount of calories, the amount of fat,” she says.
She also says consumers should not expect candy-like sweetness or dessert-style flavors.
“If you’re grabbing a Mamala support snack, do not expect it to taste like a Snickers bar,” she says. “This is nutrient dense whole foods. It’s delicious but it’s not a candy bar.”
Smith says the broader mission behind Mamala Organics is to support women more directly in their daily lives, not just in their roles as mothers.
“It’s really mission driven,” she says. “Our mission is to serve the sisterhood and I live by that mission every single day.”
Looking ahead, she says she sees demand growing for portable nutrition options aimed at women.
“In the very near future, every single woman that’s now grabbing for a bar has the opportunity to grab for a pouch and feel just as satiated,” she says.
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