Oreo Maker Mondelez Takes a Majority Stake in Undercover Snacks, the Gluten-Free Crisps Sold in 25,000+ Stores

The Oreo maker is taking a majority stake in Undercover, the gluten-free quinoa crisp brand sold in 25,000+ stores. The Levy family keeps running the company.

By WellWham EditorialOctober 30, 20263 min read

Five members of the Levy family, the family behind Undercover Snacks, smiling in a kitchen and holding bags of Undercover chocolate quinoa crisps — Photo: Undercover Snacks

THE WHAM

The story in 10 seconds: Mondelez, the company behind Oreo, Ritz and Chips Ahoy, agreed to buy a majority stake in Undercover Snacks, a gluten-free chocolate quinoa crisp brand from East Hanover, New Jersey. Founder Diana Levy started it after two of her daughters were diagnosed with celiac disease. Terms weren’t disclosed, and the deal is expected to close in early 2027. Undercover says it is sold in more than 25,000 stores and on United flights. The Levys keep a minority stake and keep running it. If you or your kid has celiac disease, you know the routine. Read every label. Find the one chocolate snack that’s actually safe. Buy five. Now one of those snacks is going to Big Cookie. Mondelez announced the agreement with its third-quarter results on October 29. CEO Dirk Van de Put called Undercover “a delicious, crunchy quinoa crisp line” with “chocolate and frosted varieties containing simple ingredients,” and said it has “a clear runway to expand household penetration and distribution.” Bloomberg Law reported that Mondelez is taking a majority stake, that the deal is expected to close in early 2027 and that Undercover’s products are gluten-free. Van de Put told analysts, “We believe that over time our portfolio needs to evolve towards healthier snacks. And this is one step in that direction.” Mondelez didn’t disclose the price. Undercover announced the deal on October 30 as a “majority investment” by Mondelez. According to its release: The release doesn’t give a price or a closing date. The early 2027 timing comes from Mondelez. News 12 profiled the company in September 2025. At the time, it reported: Store lineups change. Undercover’s own retailer list in its October 30 release doesn’t include Costco. Costco.com listed the 15.3-ounce dark chocolate bag as unavailable on October 30. Check your local store before you make a trip. This is our analysis. Mondelez calls this “permissible indulgence,” which is industry speak for a treat you feel better about buying. The celiac shopper is loyal for a reason: once you find a safe snack, you stick with it. Buying a brand those shoppers already trust is faster than building one. Gluten-free means it’s safe for people who avoid gluten. It doesn’t make chocolate a health food. And deals like this can change recipes, sizes or prices over time. Nothing has been announced on that front, and the deal hasn’t closed yet. If you rely on the certified gluten-free label, keep checking the bag. Read every label. Find the safe one. Buy five. Soon the safe one will belong to the company that makes Oreos. Keep reading the label.

Brand information: Mondelez International