Snacks & Candy

Snack Company Rip Van Expands C-Store Presence With New Partnership

Crossmark will help healthy food brand with distribution, sales
Crossmark and Rip Van
Photograph courtesy of Crossmark

PLANO, Texas — Rip Van, a better-for-you snack company, is partnering with Crossmark to advance distribution of Rip Van’s products across convenience stores, with a focus on the brand’s quality and sales success.

“We couldn't be more excited to join the Crossmark family of brands,” said Jim Low, president of Rip Van. “With the broker's wind in our sails, 2022 is shaping up to be a truly transformational year for our brand.”

San Francisco-based Rip Van will be represented by Crossmark, a national sales and marketing agency, across the eastern and midwestern United States. In stores west of the Rocky Mountains, Rip Van will continue to be represented by KC Krafts.

“We are thrilled to add Rip Van to our portfolio of brands in the convenience channel,” said Jeff Neihart, vice president and general manager at Crossmark. “Rip Van's products are trending for the on-the-go consumer looking for a healthy snack.”

Rip Van began in 2012 when founders Rip Pruisken and Marco De Leon launched the healthy snack brand out of their college dorm room. The company's first product was Rip Van Wafels and has since launched Rip Van Wafers. The company expects to add more product lines this year. Rip Van is sold at Whole Foods, Albertsons, Costco, Sprouts, Meijer, Starbucks and other retailers nationwide.

Crossmark, Plano, Texas, provides headquarter sales, retail services and marketing services. This includes e-commerce solutions, omnichannel expertise, insights and analytics, order-to-cash and both in-store and out-of-store consumer engagement.

Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content


How to Make the C-Store the Hero for Retail Media Success

Here’s what motivates consumers when it comes to in-store and digital advertising

Mergers & Acquisitions

Soft Landing Now, But If Anyone Is Happy, Please Stand Up to Be Seen

Addressing the economic elephants in the room and their impact on M&A


Opportunities Abound With Limited-Time Offers

For success, complement existing menu offerings, consider product availability and trends, and more, experts say


More from our partners