LesserEvil

About LesserEvil

LesserEvil is a snack food company that produces a range of organic and packaged snack products. The company was originally established in 2004 by Michael A. Sands, Gene Hackman, and Jim Cramer in Tuckahoe, New York. Their first product was kettlecorn, and they later expanded into other varieties.

In 2011, the company was acquired by Charles Coristine, a former Wall Street bond trader who was seeking a change after nearly two decades in finance. Feeling burnt out, Coristine's personal journey toward a healthier lifestyle, including meditation and dietary changes, drew him to the potential of the LesserEvil brand, even with no prior food industry experience. He purchased the struggling company, which was generating less than $1 million in annual revenue, for $250,000. Coristine, who holds an MBA from Cornell University, took over as CEO in 2012 and initiated a significant turnaround. He established the company's own certified organic manufacturing facility in Danbury, Connecticut, a strategic move to vertically integrate and gain control over production quality and margins. This was a departure from the common industry practice of using co-packers. The company headquarters were also moved to Danbury by 2013.

Under Coristine's leadership, LesserEvil underwent a major rebranding in 2019 to emphasize "mindful" snacking. The business model is centered on producing organic, minimally processed snacks using clean ingredients, such as organic non-GMO popcorn, extra-virgin coconut oil, and Himalayan pink salt. The company avoids palm oil and uses alternatives like avocado or coconut oil. This commitment to specific ingredients was a turning point, particularly the 2014 pivot to using extra virgin coconut oil, which improved flavor while allowing for a healthier fat profile. Their product lines are sold through a multi-channel distribution network that includes major retailers like Whole Foods, Target, Walmart, and Costco, as well as a thriving e-commerce business on platforms like Amazon and Thrive Market. By self-manufacturing, LesserEvil achieves better margins, allowing it to offer organic products at competitive price points.

LesserEvil's product portfolio is approximately 80% popcorn, featuring top-selling SKUs like Himalayan Pink Salt and the butter-flavored Himalayan Gold. The remaining 20% consists of extruded puffs and other snacks, a category the company is actively expanding. Notable products include Grain-Free Paleo Puffs made from cassava, coconut, and sweet potato flours, as well as other innovations like Space Balls, Moonions, and Cheezmos. These offerings cater to consumers following specific diets such as Paleo, Keto, and Whole30. The company has seen substantial revenue growth, with gross sales reaching $103 million in 2023 and a projection of around $165 million for 2024. LesserEvil secured a minority growth investment from Aria Growth Partners in 2023 to further develop manufacturing and retail distribution. In November 2025, the company was acquired by The Hershey Company.