When you start a business, people often say, “Oh, someone else is already doing that,” or “You’ll just get knocked off eventually.” It’s a tale as old as time. So when I discovered another “noodle chip” brand launching about a year before Tantos hit the market, I felt a mix of reactions: curiosity, a twinge of worry, and a surge of determination to work even harder. As a founder, you can’t let competition stop you; if anything, it should fuel your drive.
The First Glimpse of Another Pasta Chip
I first spotted this competitor on social media, maybe through a post shared by a friend or an industry contact. I’m a foodie at heart, so my initial thought was genuinely, “I want to taste this!” Then came a little panic: Were we already behind the curve? But almost immediately, I felt validated. If someone else had the same pasta-based snack idea, it suggested there’s room for this category, perhaps potato and corn chips might finally be getting a run for their money.
At least three or four people in my circle sent it my way, saying, “Hey, have you seen this noodle chip? Isn’t this what you’re doing?” I’d reply, “Similar, but different and yes, I know them.”
Instead of freaking out, I researched them. I wanted to see how closely they aligned with Tantos in terms of ingredients, flavor profiles, and branding. Were they just like us, or something different entirely? To me, they weren’t an “enemy,” but it would’ve been naive not to learn from them, keep friends close, enemies closer, as they say. And if they found success, it proved there was a market for pasta chips that went beyond a quirky novelty.
When I told Chef Joe, we didn’t panic. We were already laser-focused on our own path. As Joe put it: “We’ll keep an eye on them, but Tantos is Tantos.” We had our brand direction, our voice, the puffed pasta identity, and Chef Joe’s culinary background. If another brand was doing something different, good for them, we’d keep doing us. The goal hadn’t changed: get Tantos into as many stores as possible, with flavors people crave.
Some folks might assume we’re in direct competition. In reality, I see us occupying different niches. Maybe they target a gluten-free demographic or use alternative flours, while we lean into authentic wheat-and-water dough, reminiscent of traditional pasta. Truth be told, I think multiple pasta-based snacks can coexist. The snack aisle is massive, and having more than one “pasta chip” can even grow the category. We both benefit from that kind of expanded consumer awareness.
So how do we stay ahead? We stay true to the Tantos brand and story. We highlight Chef Joe’s expertise, our bold Italian-American flavors, and the fact that our chips are genuinely puffed pasta—authentic to the core. There’s no need to pivot or water down our identity just because someone else showed up. If you chase every competitor’s move, you risk losing your own brand voice.
Yes, There’s Room for Everyone
I believe the snack category is big enough for multiple “pasta chip” brands, especially if each brings its own spin. If anything, seeing another brand out there might encourage retailers to expand their pasta chip selection, rather than stick to the usual suspects. Just because you’re first to market or have a particular concept doesn’t mean you have to be the only one.
If you wake up one day and find a brand-new competitor that looks similar to your idea, don’t panic. It’s natural to feel a jolt of fear or anger, but then pivot to seeing it as confirmation there’s a market for your product. Embrace the challenge. Stay authentic to your brand, and remember that customers often buy into your story as much as your product. Competition can be a good thing, it validates the niche, keeps you on your toes, and can even expand overall demand.
In the end, Tantos remains Tantos, and I’m not sweating the next noodle chip (or whatever else might pop up). We have a strong brand, an original approach, and a flavor experience people love. Let the market decide where each of us fits. Meanwhile, I’ll keep rolling out new ideas, hitting up retailers, and sharing the joy of puffed pasta chips with anyone who’ll listen.
