How Lunr Capital Fueled SmashFoods to 3x Growth and Launch Two New Product Lines

The Challenge: Scaling a Multi-Line CPG Brand Without Slowing Down

SmashFoods (formerly Chia Smash) has always been a retail-first brand. What started as a personal jam recipe quickly grew into a product line built around superfoods, no refined sugar, and flavors the whole family could enjoy. Founder Anna Peck launched the brand through local independent retailers in New York before scaling into Whole Foods, Sprouts, and Thrive Market. Over time, SmashFoods expanded into mass and club retail, including Target and Walmart.

With each new account and product line, production volumes ballooned–and so did the cash demands. “Our products are shelf-stable, so we like to build up inventory and work through it over a few months,” said Anna. “But as we grew, the production runs got bigger, and the outlay of cash became harder to manage.”

Cash conversion cycles across product lines and retailers–each with their own lead times and payment terms–made timing unpredictable. With new products launching and a growing footprint in club, SmashFoods needed a financing partner that could scale with them.

The Solution: Flexible Capital That Moves at Retail Speed

Lunr Capital stepped in right as SmashFoods was preparing to launch a new line of PB&J snack bites–its first extension beyond superfood jams.

The timing was critical: Lunr’s support helped unlock a brand-new product line, enabling the launch instead of delaying it.

Unlike lenders that rely on trailing revenue or require long financial histories, Lunr worked directly with SmashFoods’ suppliers, bridging the cash gap between production and delayed retailer payments. That flexibility meant the team could launch new product lines, like snack bites and toasties, without slowing down.

From the start, Lunr wasn’t just filling a funding gap; they were enabling a broader product strategy. By helping manage timing mismatches across SKUs and retailers, Lunr gave SmashFoods the room to grow without losing momentum.

“They really understand retail,” said Anna. “The distributors, the co-man relationships, the way inventory flows–Lunr just gets it. We didn’t have to explain much, and they were already aligned.”

@eatsmashfoods, Instagram

Lunr also brought more than capital. As a value-add debt provider with deep retail experience, the team could support Anna at key industry events, connecting her with other operators, and providing advice along the way. 

“They’re just a fun team–super connected and genuinely helpful.”

The Results: Two New Product Lines and a 3x Business Growth

In less than a year of working together, SmashFoods tripled the size of its business. The snack bites launched nationwide at Whole Foods and rapidly gained traction across other retailers. Soon after, the brand debuted “toasties,” a reinvented toaster pastry that appealed to nostalgic shoppers looking for a cleaner ingredient list.

With Lunr’s support, SmashFoods:

• Tripled revenue within 12 months
• Launched two new product lines: PB&J snack bites and toasties
• Expanded into Costco with both jams and snack bites
• Continued building national distribution across natural, mass, and club

“Honestly, we couldn’t have supported the growth we’ve had without Lunr,” Anna said. “Their help with cash cycles allowed us to move fast and stay focused on execution.”

SmashFoods has expanded to over 4500 stores, Smash Foods store locator

Powering the Growth of Brands Like SmashFoods

SmashFoods’ trajectory shows what’s possible when the right product meets the right financial partner. With Lunr’s support, the brand didn’t just manage growing complexity; it accelerated through it. They launched two new product lines, entered Costco for the first time, and tripled growth within a year.

Today, SmashFoods is in over 4,500 doors across multiple retail channels and still growing (see SmashFood’s store locator here.). For other founders looking to scale, Anna offers this advice: “It’s really important to know your numbers—what’s coming in, what’s going out, and when,” she said. “If you’ve got that dialed in, you’ll get the most out of a financing partner like Lunr.” 

Lunr’s model is built for moments like these, when great products are ready to grow and just need the right capital and partners to get there.

About Lunr Capital: Lunr Capital provides inventory financing solutions for emerging CPG brands, helping them scale across retail channels without diluting equity. Beyond capital, Lunr serves as a strategic partner, offering guidance and connections to support sustainable growth.