The ChinChin Factory: Reinventing Traditional West African Snacks

“I don’t want to just be on the international aisle, I want my product to be where the other snacks are”

Navigating entrepreneurship is rarely straightforward, but for Tombra Muje, founder of Tonye’s Munchies, the journey has been as flavorful as it has been challenging. Tombra’s story unfolds across continents, from Ireland to Canada, as she builds a business based on a beloved Nigerian snack, chin chin, while making it her own. Through innovation, persistence, and community, she’s redefining what it means to bring West African treats to a global market.

Baking Tradition with a Twist

“It still reminds you of home, but it’s just a little softer on your tooth”

For many Nigerians, chin chin is a nostalgic, crunchy snack typically deep-fried and served at family gatherings and festive events. But when Tombra first experimented with the recipe, she made a bold choice: she decided to bake it instead. “I wanted it to have a bit of a healthier twist…we’re eliminating the oil,” she explains, adding that baking the treat makes it softer and more “cookie-like” while still retaining that nostalgic crunch.

This twist not only differentiates Tonye’s Munchies but also broadens its appeal to health-conscious customers. As Tombra shared, “It still reminds you of home, but it’s just a little softer on your tooth”).

Moving to Canada: The Restart

Tombra’s journey with Tonye’s Munchies actually began in Ireland, where she first tested her recipes and found a growing customer base. However, in 2019, she made the leap to Canada, a move that required not only personal adjustment but also a complete restart for her business.

Starting fresh in a new country brought its own set of challenges. Ingredients in Canada differed from what she was used to, and she found herself relearning her recipes to account for variations in local butter, flour, and other essentials. Yet, this adjustment led her to experiment with new products beyond chin chin, eventually adding brownies and cookies to her lineup

Breaking Into the Canadian Market with Foodpreneur Lab

“The amount of money I would have spent if I wanted to speak to professionals like these…would have been crazy,” Tombra explains, emphasizing how crucial the support of Foodpreneur Lab was to her business growth.

In 2022, Tombra joined Foodpreneur Lab, a program dedicated to empowering food businesses. Through the program, she gained access to marketing, packaging, and business development support that helped her take Tonye’s Munchies to the next level.

The program culminated in a video production showcase that gave her visibility and resources to promote her brand on social media. “It was truly a godsend,” she says, noting that the mentorship and networking from the program opened doors she wouldn’t have accessed otherwise(Tonye's Munchies Transc…).

Community and Growth: A Key Ingredient

“Sometimes, it’s not even about selling, I want people to try this…so they know what chin chin is”.

A recurring theme in Tombra’s journey is her commitment to community. From building her brand awareness through local markets to fostering a loyal customer base, Tombra has learned the value of engagement. Her approach to markets is as much about creating connections as it is about making sales.

While markets are invaluable for growth, they also come with significant overhead costs. Tombra explains that the vendor fees, commercial kitchen rentals, and materials often make it difficult to break even. But she’s learned to balance passion with strategy, doing her “due diligence” before committing to any event. “It’s all about testing the waters,” she says. “You learn which markets work best for you and your product”(Tonye's Munchies Transc…).

Advice to Newcomers and Aspiring Entrepreneurs

For newcomers to Canada or anyone looking to start a food business, Tombra’s advice is simple: “Just start.” She encourages aspiring entrepreneurs to push past the fear of failure and focus on building relationships. “Don’t overthink it,” she urges. “Show up, put in the work, and don’t be afraid to ask for help”.

As Tonye’s Munchies continues to grow, it’s clear that Tombra’s journey is a testament to resilience, adaptability, and a deep-rooted commitment to community. Her story reminds us that with creativity, grit, and a little help along the way, our dreams—like hers—can find a home and flourish in unexpected places.