Pokimane Myna Snacks: How a Streamer’s Cookie Brand Launched and Faded

Myna Snacks paired Twitch star Pokimane with a former Kellogg executive and venture backing. A $28 price tag, a manufacturer controversy and a creator who later stepped away shaped what happened next. Here is the documented timeline and what founders can take from it.

Pokimane Myna Snacks was a venture-backed cookie brand that the streamer Imane “Pokimane” Anys co-founded with a former Kellogg executive in 2023, and by 2026 it had largely disappeared. It is a useful case for any creator weighing a consumer product: the audience delivered attention on day one, but the same audience turned price, sourcing and tone into a public referendum on the founder herself.

Where it stands: EarlyGame reported in April 2026 that Myna’s site and social accounts were offline, and that Anys had said in a video she stepped back because of a conflict between being a content creator and running a business.

Why did Pokimane start a snack brand?

Anys tied the idea to her own diet during years of long streams. “The food I was eating took a toll on my health,” she told USA Today in a November 2023 interview. Her partner supplied the operating experience. Food Dive reported that co-founder Darcey Macken spent more than a decade at Kellogg, rising to roles including president of U.S. sales, and later worked at Noosa Yoghurt and Planterra Foods.

Macken pitched a wider market than gamers. “It’s not just about gaming. It’s about really anyone that’s sitting behind a screen all day,” she told Food Dive. USA Today reported the brand was developed with capital firm Connect Ventures, and Macken said being venture-backed was what felt different from her corporate career. Jones Soda’s investor-relations biography of Macken describes Connect Ventures as NEA and CAA. No funding amount or valuation for Myna was ever published.

Myna Snacks timeline

When What happened (source)
Nov 2023 Launch of Midnight Mini Cookies, sold online (Food Dive, USA Today)
Nov 2023 Price and manufacturer criticism; Anys apologizes for a chat remark (GGRecon, Uproxx)
Late 2024 Planned point to consider retail entry (USA Today)
Dec 2025 Macken joins Jones Soda as chief operating officer (Prepared Foods)
Apr 2026 Anys explains stepping away; site and socials down (EarlyGame)

The model: direct-to-consumer first

Myna sold online before stores. Food Dive reported that selling directly let the company learn what shoppers liked before taking the brand into retail. A direct-to-consumer (DTC) brand sells through its own website rather than grocery shelves, keeping more margin per order but paying for its own shipping and marketing.

The first and only launch product was a gluten-free cookie made with an almond, cassava and coconut flour blend, white chocolate chips, coconut sugar and mushroom powder, according to Food Dive. USA Today reported the price as $28 for one box with four pouches inside, and Uproxx noted the larger 8-pack and 12-pack options on Myna’s site. Macken also told Food Dive the company was eyeing other snack categories, such as crackers.

On distribution, USA Today reported that Myna planned to evaluate the market before considering retail entry in late 2024. We found no report of a national retail rollout after that, so the documented channel remained the company’s own website.

What went wrong, as reported

Two problems surfaced within days of launch, and both were about trust rather than taste.

The manufacturer question. Online critics noticed that Myna’s cookie resembled a product sold by another brand, Toatzy. Uproxx reported that both were made by the same manufacturer, Creation Foods. Anys responded publicly that the similar cookie had sold only a single test batch before being retired, and that Myna had worked with the manufacturer to refine the formula. Using a co-manufacturer, an outside factory that produces food to a brand’s specification, is standard for startups; here, the connection surfaced through online critics rather than from the company.

The price comment. When a chatter complained about the price, Anys replied with a “broke boy” jab on stream, GGRecon reported. She then apologized in writing: “while what i said was 100% intended to be a joke, i see why it came off as insensitive and i apologize for that.” GGRecon added that she said the remark was aimed at one user, not her community, and she promised to keep considering pricing.

How Myna Snacks wound down

The brand faded rather than announcing a sale or shutdown. According to EarlyGame, Anys said the business had brought in revenue but that she personally took no profits, and that any earnings went back into the team. She described the experience as a lesson rather than a failure, and EarlyGame said she was critical in hindsight of blending a personal brand with a product brand.

Macken moved on as well. Prepared Foods reported that Jones Soda hired her as chief operating officer, and Jones Soda’s site says she “recently served as CEO and Co-Founder of Myna Snacks.”

Pokimane Myna Snacks: lessons for creator-founders

The record points to four practical takeaways.

  • The founder is the label. Every product decision was read as a statement by Anys personally. The same key-person exposure shows up in other creator brands, as in our look at Teddy Fresh and the H3 hiatus.
  • Explain sourcing before launch. Co-manufacturing is normal; being discovered using it is what turned it into a story.
  • Premium pricing needs a premium story. A $28 entry box sold to a young audience invited comparisons with supermarket snacks.
  • Plan the founder’s exit path. Anys stepped back from both operations and the brand’s public face, and EarlyGame reported the company kept operating only with far less public visibility.

Other creator consumer brands took different routes. Compare the retail-heavy approach in our stories on Feastables and Chamberlain Coffee.

Frequently Asked Questions

Who founded Myna Snacks?

Food Dive reported that Myna Snacks was co-founded by Darcey Macken, a former Kellogg sales executive, and Imane Anys, the streamer known as Pokimane. Jones Soda’s management page describes Macken as Myna’s former CEO and co-founder.

How much were Pokimane’s cookies?

USA Today reported at launch in November 2023 that the Midnight Mini Cookies sold online for $28 for one box containing four pouches.

Is Myna Snacks still in business?

EarlyGame reported in April 2026 that the brand’s online storefront and social accounts had gone dark and that Pokimane described having stepped away. We found no company statement on a formal closure.

Did Pokimane make money from Myna Snacks?

She said the brand earned revenue but that she kept none of the profit, according to EarlyGame’s account of her 2026 video. No revenue figures were ever published.

Who invested in Myna Snacks?

USA Today and Jones Soda both name Connect Ventures as the backer; Jones Soda describes it as NEA and CAA. No funding amount or valuation has been disclosed.

Sources

This article is general information for founders and is not accounting, legal or investment advice. Net worth figures are estimates published by the outlets named, on the dates shown. They are not disclosed by the people profiled, they move with markets and private valuations, and different publications reach different numbers. Found Founders is not affiliated with anyone profiled here.