We recently shared the news of Myna Snacks, a health-conscious snack company launched by popular Twitch streamer Pokimane and Darcey Macken, a 15-year veteran in the Consumer Packaged Goods Industry. The announcement sparked controversy with followers who claim it resembles Costco’s “Toatzy’s Midnight Mini Cookies.” People are saying that Myna Snacks simply rebranded and white-labeled Costco’s Toatzy’s in an attempted cash grab.
In response to the accusation, Myna Snacks has issued a statement that says, “Our product formulation is unique to Myna and exclusive to us. We can confirm the midnight Mini Cookies were in development for two years. This process included many rounds of testing and ingredient changes.”
Not only does Pokimane have evidence that Myna Snacks cookies were developed over two years, but unlike Costco's Toatzy's, it includes mushroom powder, which reinforces diets with extra Vitamin D. Pokimane further responded in a recent tweet:
She explains that while both products were created by the same company, Creation Foods, Myna Snacks is a refined version of an older Midnight Cookie recipe, and totally distinct. "While the ingredient lists may look similar, they are entirely different in terms of ingredient quality, quantity/ratios, sourcing, the size/texture of the cookie, and of course, the added Vitamin D. Refining formulas is a very common practice in the food industry + around 70 - 80% of the foods you see in the grocery store are white labeled," she says.
From the outside looking in, the comparisons are understandable. Non-business owners aren't experienced in the inner workings of the food industry and product development, so to see similar products could be a red flag. That said, Pokimane and Darcey Macken have clearly invested lots of time, money, and intention into delivering the best healthy snack possible, and doing so doesn't come cheap.
"If you've been following me for some time, you know I rarely take sponsorships bc I try to be mindful of promoting or endorsing products. I haven't sold merch in years, I cap my donations, and frankly if I wanted a cash grab, it'd be silly to do that through a startup because they are extremely unlikely to profit within the first few years," Pokimane underscored.