Like Air's Sweet Bet on the Booming Rice Cake Market

MADISON, N.J. – June 16, 2026 – This week, a new snack appeared on shelves that perfectly captures the current state of the food industry. Like Air®, a brand that flew into the public consciousness on the wings of its Shark Tank success, has launched its first major product line extension: Drizzled Rice Cakes. Available in decadent flavors like Birthday Cake, Cookie Dough, Cinnamon Bun, and Brownie, the launch is more than just a new treat; it's a calculated move into what the company, citing Nielsen data, calls the fastest-growing category in salty snacks.

As a mother navigating the snack aisle and a former analyst who loves a good growth chart, this move caught my attention. It’s a story about a company making a strategic pivot based on hard data, aiming to solve a modern parent’s dilemma: finding a treat that kids love and parents feel good about.

The Data Behind the Drizzle

Like Air®'s press release highlights a staggering statistic: a 74% increase in rice cake sales over the last two years. While specific figures can fluctuate between data providers, the underlying trend is undeniable and reflects a seismic shift in consumer habits. The global rice cake market, valued at over $1.1 billion, is projected by market analysts to grow steadily, with some forecasts predicting a compound annual growth rate (CAGR) of over 5%. This isn't a fad; it's a reflection of a broader movement towards what the industry calls “better-for-you” snacking.

So, why are rice cakes, once relegated to the bland “diet food” section, suddenly so popular? The answer lies at the intersection of several powerful consumer trends. First, the demand for gluten-free products continues to surge, not just among those with celiac disease but also among a wider audience that perceives gluten-free as a healthier choice. Second, the “snackification” of meals—where consumers opt for multiple smaller bites throughout the day instead of three large meals—has created a need for convenient, portion-controlled options. Finally, consumers are more educated and ingredient-conscious than ever, seeking out non-GMO and low-calorie foods. A serving of 24 of Like Air's mini rice cakes comes in at just 80 calories, hitting a key benchmark for guilt-free indulgence.

A Sweet Spot in a Crowded Aisle

Entering a booming market is one thing; competing in it is another. The rice cake aisle is dominated by giants like Quaker and health-food mainstays like Lundberg Family Farms. Like Air® is differentiating itself not by competing on price, but on pleasure. While competitors offer standard chocolate or caramel drizzles, Like Air®'s flavor lineup reads like a dessert menu. It’s a direct appeal to the consumer who wants a treat but is trying to avoid the high calories and sugar of an actual brownie or slice of birthday cake.

"We created Like Air® as a way to improve better-for-you snacking without compromising taste," said Co-Founder Allison Lin in the company's announcement. "Our new Drizzled Rice Cakes are the perfect snack to reach for when craving something sweet." This mission to blend health with indulgence is the core of their strategy. By creating a product that feels like a permissible treat, they are aiming for a powerful emotional connection with snackers who are tired of feeling like they have to choose between flavor and their wellness goals.

The Allergen-Free Advantage

Perhaps the most significant part of Like Air®’s strategy, especially for parents, is its commitment to being allergen-friendly. The Drizzled Rice Cakes are explicitly labeled as “free from the top 9 major allergens.” This is not a casual claim. Following the FASTER Act of 2021, which added sesame to the list, the top nine allergens now include milk, eggs, peanuts, tree nuts, fish, shellfish, wheat, soy, and sesame. For the millions of families managing food allergies, this clarity is a game-changer.

Furthermore, the company states that all its products are made in a nut-free facility. As any parent of a child with a nut allergy knows, a “may contain traces of” warning can immediately disqualify a product. By eliminating that risk, Like Air® is building a deep level of trust and opening its brand to a loyal, and often underserved, consumer base. This isn't just good ethics; it's brilliant business. It transforms the product from a simple snack into a safe and inclusive choice for school lunchboxes, team sports, and birthday parties.

From Screen to Shelf: A Calculated Expansion

The brand's journey provides the blueprint for its current ambition. After gaining national exposure and an investment on ABC's Shark Tank in 2020, Like Air® proved its concept with its signature Puffcorn, a two-time winner of the prestigious Good Housekeeping Snack Award. This established a reputation for quality and flavor that the company is now leveraging to enter a new category.

The rollout strategy for the Drizzled Rice Cakes is equally impressive and deliberate. Kicking off with a national announcement on Good Morning America, the launch began with online sales and an exclusive multipack in Texas-region Costco stores. This will be followed by a rapid-fire expansion into major national and regional retailers like Albertsons, Publix, Kroger, and Sam's Club by the end of the summer. This phased, omnichannel approach shows a high level of operational maturity, allowing the company to build momentum and manage supply chains effectively as it scales to over 6,000 stores.

By marrying indulgent flavors with robust health credentials and a deep understanding of market data, Like Air® is not just launching a new snack. It is making a confident statement about the future of the food industry, where the lines between healthy and delicious are becoming delightfully blurred.