Popchips

Popchips carved a niche in the competitive snack food market by introducing a healthier alternative to traditional fried potato chips. Founded in 2007 by Keith Belling, a serial entrepreneur, and his fellow snacker Patrick Turpin, the company pioneered a unique manufacturing process. Instead of frying or baking, they utilize heat and pressure to "pop" potato and corn starches, a method similar to that used for puffed rice cakes, which results in a chip with less fat. The idea originated from Belling's personal desire for a tasty, healthier chip he wouldn't be embarrassed to eat.

Belling, a former real estate attorney and founder of AllBusiness.com, brought his experience in building consumer brands to the venture. Turpin, who later became president of Popchips, had a background in investment banking. Together, they identified a gap in the market for a snack that didn't compromise on flavor for the sake of being healthier. The company's business model is centered on manufacturing and distributing these popped snacks through a wide network of retail stores, including major chains like Target, Safeway, and Walgreens across North America and the United Kingdom. They generate revenue through the sale of their various product lines to these retailers. The brand's target audience primarily consists of health-conscious millennials and young adults.

Popchips experienced rapid growth, fueled by savvy marketing, including celebrity endorsements from figures like Katy Perry and Ashton Kutcher, and early investment from private equity. By 2012, annual sales had reportedly grown to $75 million. Over the years, the company has gone through several ownership changes. In 2019, it was acquired by Velocity Snack Brands (VSB), a platform created by private equity firm VMG Partners. More recently, in late 2022, VSB and the Popchips brand were acquired by Powered by Real Food From the Ground Up. Despite these changes, Popchips continues to operate, focusing on its core product proposition of a satisfying, but not deep-fried, snack. The company achieved its first profitable year in 2022, with sales reported at approximately $50 million.

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