Writer: Tiffany Adams Photography: Rett Peek
Moonlight Mixes CEO Scott Waidmann shares the story behind the company’s sweet and salty creations
Scott Waidmann at the Moonlight Mixes headquarters in Little Rock
Just one bite and you’ll stop. It’s the kind of mantra snack-aholics repeat with good intentions of not overdoing it—but can be hard to adhere to when it comes to Moonlight Mixes, the parent company for Wicked Mix and Wicked Minis crackers. If you’ve tried them, you know the made-in-Little Rock treats have a way of bringing you back for more. Whether eaten from a dish at the bar when entertaining friends or as an on-the-go travel snack, the variety of products are a hit for the masses. We sat down with the CEO of the brand, Scott Waidmann, to find out more about the irresistible snack.
Let’s start at the beginning. How did Wicked Mix come to be?
Scott Waidmann: Brent Bumpers, who is still a partner, started the business in 2013. The original mix came from a family recipe. He was influenced by the Northeast and time he spent there with family and gave it the name Wicked Mix because it was “wicked” good. When he started they had three flavors: Spicy Original, Smoky Hot Chipotle, and Chocolate Laced.
What attracted you to join the company?
SW: I have spent my career working in consumer goods and creating a packaged experience. I worked with large brands like Kraft Foods but found that I really have a passion for small businesses. I love taking a company and helping it achieve its growth potential. When I joined the team in 2021 that was my goal.
How many different varieties of snack mix do you offer today?
SW: There are the three original flavors of Wicked Mix as well as Chocolate Raspberry that launched this year. There are also several seasonal mixes. For example, we offer a summer version of the traditional mix that has dried cranberries, white macadamia nuts, and blue candy buttons. There are also spring, fall, and holiday versions that are available during those seasons. It’s like a treasure hunt in each bag.
We also have seven flavors of Wicked Minis. These are oyster crackers with different types of seasoning such as crushed red pepper and garden dill. They were a natural extension of the classic mix.
Do you have a favorite?
SW: The year-round Spicy Original Wicked Mix is great but I could lick the chocolate drizzle machine after it makes our Chocolate Laced version! [Ed. note: Don’t worry; he hasn’t!]
Are all of the mixes made in Little Rock?
SW: Yes, everything is produced at our warehouse here behind the former Cajun’s Wharf location. We have a team of 19 who work in production, shipping, and our front office. They are amazing, and we have so much trust in their capabilities. I also believe they really enjoy what they do, which is a company priority for us.
Is there anywhere you’ve been especially surprised or proud to see the mix?
SW: It was pretty cool to be at the Broyles Award ceremony and see Desmond Howard eating from a bag! But it’s equally cool to walk through the airport and see people munching on it at a gate. I also love it when we entertain in our house and people say, You really make this? It’s delicious!
Anything new that we should keep our eyes open for at local markets?
SW: Yes! We are creating a new line called Wicked Twists, which are braided pretzels with bold seasonings. We are going to start with five flavors that will be available very soon.
