popchips

Popchips is a snack food company established in 2007 by co-founders Keith Belling, a serial entrepreneur, and Patrick Turpin, an ex-investment banker. The idea stemmed from Belling's desire for a snack that was both flavorful and healthier than traditional fried or baked chips. Together, they developed a unique production method using heat and pressure to "pop" potato and corn starches, creating a chip with less fat and fewer calories than fried alternatives.

The company's business model focuses on the manufacturing and retail distribution of its snack products. Popchips are sold through a wide network of stores, including major retailers like Target, Safeway, and Walgreens, as well as online. The company targets health-conscious consumers, often described as "busy balancers," who seek enjoyable snacks without compromising on ingredients. Its revenue is generated through the sale of these snack products to consumers via these retail channels.

A significant part of the company's growth strategy involved high-profile celebrity endorsements and investors, including Ashton Kutcher and Katy Perry, which greatly boosted brand awareness. This marketing approach, combined with extensive sampling campaigns, helped the brand gain rapid traction. Forbes recognized Popchips as one of America's most promising companies in 2011. Over the years, the company has undergone significant structural changes. In July 2018, the UK and European arm of the brand, Popchips Ltd., was acquired by KP Snacks, part of the Intersnack Group. Subsequently, in October 2019, the parent company, Popchips Inc., was acquired by private equity firm VMG Partners and became the anchor brand for its new snack platform, Velocity Snack Brands.

The core product is a line of popped chips available in a wide variety of flavors, such as Sea Salt, Barbeque, Sour Cream & Onion, and Sea Salt & Vinegar. The product's main benefit is that it offers the satisfying crunch and taste of potato chips but is never deep-fried, resulting in a lower fat content. The product line has expanded to include different formats like Ridges and offerings made from other ingredients besides potatoes, with over 28 flavors developed over time.

Keywords: popped snacks, healthy chips, snack food manufacturing, Keith Belling, Patrick Turpin, low-fat snacks, CPG, retail snack distribution, KP Snacks, Velocity Snack Brands, better-for-you snacks, popped potato chips, celebrity endorsed food, food and beverage, consumer packaged goods, salty snacks, snack market, alternative chips, grocery products, convenience store snacks