Popchips unveils new look and new flavors, drops sub-brands to focus on top-selling SKUs

Founded in 2007 by Keith Belling and Patrick Turpin, popchips​​​​​ brought innovation to the salty snacks isolated with potato and rice chips ‘popped’ using heat and pressure, with oil and seasoning added afterwards.

The brand, which is now owned by Velocity Snack Brands​​, went on to launch a variety of extensions, from puffed peanut extruded snacks (Nutter Puffs), and popped pea chips (Yes Peas) to popped products utilizing corn and cassava root​.

While these had gained some traction, they were not setting the world on fire, and have been phased out of the portfolio, VSB CEO Amit Pandhi told FoodNavigator-USA.

Part of the learning ​[from recent consumer research conducted by Popchips] was figuring out what is important to the consumer, and for Popchips, potato was really the hero, so we got out of a number of those more niche SKUs to really focus on the core, which is frankly, what’s been driving our growth.”

‘Doing the snack math’

The new packaging, which brings the ‘Never Fried. Always Real’ tagline front and center, is rolling out to stores now, said Pandhi: “The energy that has always been part of the brand… we think this packaging really brings that to life.”

Popchips brand manager Megan Osowski added: “We felt there was an opportunity to amplify that energy through our new brand identity.

“Our audience tends to be in the 32-45-year age range and a bit lower, higher income, living active suburban, urban lifestyles, and they also tend to have kids in the family as well. But aside from demographics, they might work out so they can indulge, they don’t want to have that snacker’s remorse, they’re doing the snack math, where they indulge in better for you salty snacks ​[Popchips have half the fat of traditional potato chips], as well as conventional salty snacks.”

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