After being diagnosed with Celiac disease, FitJoy Founder Doss Cunningham embarked on a mission to redefine the protein bar. He sought to transform the “candy bar in disguise” into something healthy that everyone, no matter their dietary restrictions, would find delicious. That basic mission propelled FitJoy to create the first grain-free pretzels, continuing to succeed where others have failed in a quest to create healthy snacks that taste great. It takes tenacity to do something difficult and different.

“I appreciate how the team at Unorthodox Ventures understands that problems are meant to be solved. Their curious, hard-working nature made them the ideal partners.”
-Johnny Heiselberg
CEO