Founder Sam Tichnor knows that being radically honest about being not-healthy is contrary to the conventional better-for-you snack trend. It appears we've come full circle and it is once again a subversive gesture to offer a snack puff that is unapologetically NOT a health-food. FFUPs are craveable snacks that we couldn’t stop eating, and we like how they’re not trying to be something they’re not.