About Us
From Kitchen Table to Grocery Shelves: Our Victory Dance
My mom and I started mixing our superfood, gluten-free muesli at our kitchen table back in 2013—shortly after I was diagnosed with Celiac Disease.
As a lifelong athlete and Division 1 water polo player, I knew how important it was to start the day with a healthy, energizing breakfast. But after my diagnosis, I had to relearn everything about how I fueled my body. Around the same time, I had also caught the triathlon bug—and the gluten-free cereals and granolas on the market just weren’t cutting it. They were either full of sugar, lacking in nutrients, or just plain boring.
We started experimenting with ingredients that delivered on both performance and flavor—think nuts, seeds, oats, fruits, and fresh-pressed vegetables. What began as weekend batches for my own training soon became something much bigger.
Along the way, I became a certified Holistic Health Coach through the Institute for Integrative Nutrition and earned a Plant-Based Nutrition certificate through eCornell. My mom—Jennifer, aka MOM—is a retired RN and also certified in Plant-Based Nutrition. We’ve always shared a love of good food, but now we bring both experience and education into every batch we bake.
It took a while (and a few stops and starts) before we found the courage to chase this crazy dream. But once we did, Victory Dance Foods was born.
Today, our table is bigger, and our kitchen is too—but our approach remains the same: bold, veggie-powered granola made in small batches, with a whole lot of love and a whole lot of hustle.
Innovative. Authentic. Honest. Conscious. Refreshingly Different.
Our Gluten-Free Promise
Making every delicious batch gluten-free is our top priority. Everything we make is certified gluten-free and produced in our 100% dedicated gluten-free facility.
Our founder Maddie has Celiac Disease, and providing safe, certified gluten-free food is one of the reasons we started this company. In 2018, we pursued certification through the Gluten-Free Certification Organization (GFCO), the gold standard in gluten-free verification.
Since February 7, 2019, all of our products have carried GFCO’s certification mark. As part of that certification, we follow strict protocols, conduct regular testing, and undergo annual audits to ensure everything we make is safe for people with Celiac Disease.
Because for us, gluten-free isn’t a trend—it’s personal.
What We Believe
We believe in mornings.
We believe breakfast sets the tone—for your energy, your mood, your focus, and your long-term well-being.
We believe healthy should never mean boring.
Gluten-free can be vibrant, full of flavor, and rooted in real food.
We believe veggies rule—and we believe in breaking the rules.
(Yes, even putting beets in granola.)
We believe food should feel good—and do good.
That’s why we compost, reduce waste, and donate 1% of our revenue to reforestation through One Tree Planted.
We believe in starting where you are.
A better breakfast is a small but powerful win—and we think that’s worth celebrating.
We believe in staying curious—and always evolving.
Maddie is a certified Holistic Health Coach and Plant-Based Nutritionist. Jennifer, aka MOM, is a retired RN and also certified in Plant-Based Nutrition.
Our Mission
To make innovative, delicious, gluten-free breakfast and snack foods—so you can fuel your dreams and win the day.
Giving Back & Sustainability
From our zero food waste kitchen to our 1% for the Planet pledge, we’re committed to sustainability that goes beyond the buzzwords. We compost everything we can and donate 1% of our revenue to reforestation projects through our partnership with One Tree Planted.
We even track our progress.
→ Explore our sustainability efforts
→ Check out our compost tracker
Thank you for stopping by and learning a little bit more more about us!
Maddie + Jennifer