Majo Mansour was selling goods at a farmers market when she saw mothers scrutinizing the ingredients in baby food, then snacking on whatever was convenient.
That disconnect inspired Mansour to create what she couldn’t find: a tasty plant-based snack — Midi Bites.
Now, that idea is reaching a much bigger audience. The Phoenix-based Midi Bites recently expanded into Target stores, bringing its grab-and-go protein bites to 361 locations nationwide. The milestone marks a significant leap for a business that began as a side project while Mansour was running a baby food company and selling products at local farmers markets.
“What surprised me was that the fewer ingredients I included, the better it tasted,” Mansour said.
The company offers four flavors: Almond, Chocolate, Peanut and Salted Cashew Crunch. The bites are dairy-free, soy-free, vegan, certified gluten-free and Non-GMO. The chocolate variety is also made without nuts. Each resealable pouch is $4.99.
For Mansour, the concept behind Midi Bites traces back to her time in Egypt, where cooking was a cornerstone of family life.
“My mom’s butter cake was always sitting on the counter,” Mansour said. “Nobody was reading a label on that cake. You trusted it because you knew who made it and what went into it.”
That sense of trust became the brand’s foundation.
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Entrepreneurial spirit
After moving to the United States in 2010, she tried American clean products, but some of them were too big, too chalky, had preservatives or weren’t gluten-free.
“I wanted something simple.”
She began experimenting in her kitchen, creating a bite-sized snack for her family. The original recipe quickly earned the approval of her husband, her young son and even trainers at her gym.
When the trainers suggested adding more protein, Mansour refined the recipe further. After selling well at farmers markets, she spun the concept into its own company. In 2020, Midi Bites earned placement as a local vendor in Arizona Whole Foods Market stores, providing major retail validation for the brand.
The company’s latest achievement came after years of pursuing a relationship with Target.
“I had applied multiple times to Target in different ways,” Mansour said. “Then this year, I worked with a broker, and we got a call with the buyer.”
The conversation went well, and months later she received the email every emerging food entrepreneur hopes for.
“You’re in,” the message said.
Part of the brand’s appeal lies in what the product doesn’t include. The bites contain no preservatives, so shoppers will find them in the refrigerated section rather than among traditional shelf-stable snack bars.
The ingredient list centers on dates for natural sweetness, gluten-free oats, pea protein, and chia or flax seeds. Flavor-specific ingredients help distinguish each variety, from sunflower seed butter and cacao in the chocolate option to quinoa crisps in Salted Cashew Crunch.
The focus on clean ingredients aligns with broader consumer trends. As shoppers increasingly seek minimally processed foods and protein-rich snacks, retailers have expanded their refrigerated sections to include healthier options. Industry observers note growing interest in nutrient-dense foods, particularly among consumers focused on weight management and wellness.
Beyond nutrition, accessibility has been a priority. The snacks are designed for busy families, commuters, students and fitness enthusiasts who want something they can eat on the go. The resealable pouches make them easy to toss into a gym bag, backpack or lunchbox.
“My hope is to have them in everyone’s hands,” Mansour said. “Life is very busy, especially for parents. You tend to grab a bag of chips or something quick. We wanted something that’s easy, convenient and made with ingredients you feel good about.”
The Target launch has also provided some personal moments of pride.
Shortly after the products hit store shelves, Mansour visited Target on her own and stood quietly in front of the display, observing it. A few days later, she returned with her 11-year-old son and 8-year-old daughter without telling them what they were about to see.
“They were so excited,” she said. “Target is their favorite store.”
While national distribution marks a major milestone, Mansour isn’t stopping there. She hopes to continue expanding retail availability, introduce new flavors, and launch additional snack products in the future.
For now, though, she’s taking a moment to appreciate how far the company has come, from a homemade recipe tested on family members to a nationally distributed brand.
“It’s been interesting,” Mansour said. “I’m so happy. I truly am excited.”
