Motivated by a desire to address the health crisis, Dafna launched Indie Bay Snacks to reinvent the mass snack experience, making it easier for other indies to snack while doing good for themselves and their communities. Indie Bay reinvented pretzels, making delicious, crunchy, all natural snacks packed with protein. They’re now sold all over the UK including Morrisons, Virgin Atlantic planes and Amazon of course.
Before turning to snacks, Dafna cofounded and ran Founders For Good/Founders Pledge, eventually becoming a Trustee.
Throughout her career, Dafna has used business as a vehicle to help improve people’s lives. In addition to co-founding Founders Pledge, Dafna was COO of Eden McCallum, a disruptor in the strategy consulting space. Dafna began her career at Procter and Gamble and McKinsey, later starting the European operations of tech companies including excite! and eos Ventures. She studied at Stanford University and Harvard Business School in the US, and now lives in the UK with her husband, three kids and two dogs.
This year, Dafna is a finalist for Great British Entrepreneur Award 2021 Start Up Entrepreneur of the Year, Food and Drink Heroes, and the Grocer Food Awards for new products.