As shoppers increasingly scrutinize the oils used in everyday packaged foods, a once-niche Indian healthy snack is entering the mainstream snack aisle. AshaPops, a Los Angeles-based maker of popped water lily seeds—known in India as makhana—is among a small group of brands that have built an entire product line without refined seed oils, positioning the company within one of the fastest-growing consumer shifts in the modern food industry.
The seed-oil-free movement, once confined to niche wellness circles, has become a mainstream consumer concern. Shoppers are reading labels more closely than ever, seeking out snacks prepared with fruit-based oils such as extra virgin olive oil and avocado oil in place of highly refined alternatives like soybean, canola, cottonseed, and sunflower oil. Market researchers have tracked double-digit growth in the "clean oil" segment, with demand particularly strong among younger health-conscious buyers and parents seeking simpler ingredient decks.
AshaPops is built around that shift. Each 1-ounce bag of popped water lily seeds contains 120 calories and is baked—never fried—using either extra virgin olive oil or avocado oil, depending on the flavor. The snacks are naturally gluten-free, grain-free, corn-free, vegan, kosher, and Non-GMO Project Verified, with no added sugar. The product line spans four varieties: Himalayan Pink Salt, Vegan Cheese, Turmeric Garlic, and Chili, offering consumers a range of flavor profiles without compromising ingredient standards.
"The ingredient conversation has changed dramatically in the last few years," said Jai Farswani, co-founder of AshaPops. "People aren't just looking for low-calorie snacks anymore. They're looking at what the food is cooked in, where it comes from, and whether the label is something they can actually pronounce. Makhana fits naturally into that framework because the seeds have been prepared this way in Indian kitchens for centuries—popped, not fried, and seasoned simply."
Makhana, the seed of the Euryale ferox water lily, is harvested primarily in Bihar, India, and has been consumed in South Asia for thousands of years. In Ayurvedic tradition, it is prized as a fasting food, valued for its light and satisfying nature. Nutritionally, makhana provides plant-based protein and fiber, and contains antioxidants such as kaempferol.
As consumer awareness around traditional ingredients continues expanding, makhana is gaining recognition beyond its cultural origins. The brand's growth tracks broader retail trends. AshaPops began as a farmers market operation in Los Angeles and is now stocked at Whole Foods Market, Erewhon, Central Market, Natural Grocers, Bristol Farms, and other independent retailers, alongside a direct-to-consumer channel. In 2024, a Northeastern University feature described makhana as a category poised to reshape American snacking—a prediction that has continued to play out as specialty grocers expand shelf space for seed-oil-free and clean-label snacks.
"When I started popping these in my kitchen more than forty years ago, I wasn't thinking about trends," said co-founder Asha Farswani. "I was thinking about what my family would eat that was light, satisfying, and made with ingredients I trusted. That part hasn't changed. The only difference is that more Americans are now asking the same kinds of questions."
Food industry analysts note that the shift away from seed oils reflects a broader reorientation of the snack category. Packaged snacks have historically relied on refined seed oils for cost and shelf stability, but consumer pressure has prompted a wave of reformulations. As a result, smaller, founder-led brands like AshaPops have moved more quickly to meet this demand, often pairing cleaner oils with traditional ingredients that offer both familiarity and nutritional value.
AshaPops products are available at national retailers including Whole Foods Market, Erewhon, Shoprite, Central Market, Bristol Farms, and Natural Grocers.
To explore AshaPops’ full lineup of seed-oil-free makhana snacks, visit https://ashapops.com/
About AshaPops
AshaPops is a family-owned snack company based in Los Angeles, founded by Asha Farswani and her son, Jai. The brand produces popped water lily seeds (makhana) based on traditional Indian recipes, prepared without seed oils, added sugar, or common allergens. Every bag is vegan, gluten-free, Non-GMO Project Verified, kosher, and 120 calories per serving. Products are available at Whole Foods Market, Erewhon, Shoprite, Central Market, Bristol Farms, and Natural Grocers. The company supports the Sankara Eye Foundation, which provides free eye care to patients in India.
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Media Contact
AshaPops LLC
(203) 640 2588
https://ashapops.com/
