Maida is refined wheat flour with the bran and germ stripped out. It is cheap, it is consistent, and it gives snacks that soft, uniform bite that is easy to mass produce. It is also close to pure starch, which is why it spikes fast and leaves little behind.
Why it is everywhere
Refined flour is the path of least resistance for a factory. It is forgiving, it has a long shelf life, and it keeps costs down. The trade is that you lose the fiber and most of the structure that makes a snack worth eating for any reason beyond the first bite.
What we do instead
We build on real ingredients, nuts and whole components you can name, so the snack carries 6g of fiber rather than acting as filler. It costs more and it is harder to get right. We think the label is worth it. Read it and compare. That is the whole point.