Popchips
Popchips is an American brand of snack foods, primarily consisting of popped potato chips produced via a high-pressure popping process rather than deep-frying, which results in lower fat and calorie content compared to traditional fried chips.[1] Founded in 2007 by entrepreneurs Keith Belling and Patrick Turpin in San Francisco, the company initially manufactured its products in a converted rice-cake facility and quickly expanded distribution through retail channels.[2][3] Popchips products typically contain 100 to 120 calories per single-serving bag, are gluten-free, non-GMO verified, and feature flavors such as sea salt, barbecue, and sour cream & onion, emphasizing simple ingredients and bold taste without added oils from frying.[4][5] The brand attracted celebrity investors including Ashton Kutcher and Katy Perry, achieved rapid sales growth in its early years, and underwent multiple acquisitions, including by VMG Partners in 2008 and later by a healthy snacks platform in 2019 before being sold again in 2022.[6][3]
Founding and Early History
Origins and Founders
Popchips was founded in 2007 by entrepreneurs Keith Belling and Patrick Turpin in San Francisco, California.[7][3] Belling, a former lawyer with experience in real estate, identified an opportunity in the snack food market for a healthier alternative to traditional fried potato chips, driven by his personal interest in low-calorie snacking options.[8][9] The core concept emerged from Belling's observation of a high-pressure cooking method that popped rice kernels akin to popcorn, inspiring him to adapt the technique for potato-based snacks to achieve crispiness without deep-frying and excessive oil absorption.[10] Partnering with Turpin, they developed an innovative production process applying intense heat and pressure to potato and corn starches, yielding lightweight, airy chips with approximately 120 calories per serving—about half that of comparable fried varieties.[11] This method positioned Popchips as a "never baked, never fried" product from inception, emphasizing reduced fat content through mechanical popping rather than thermal oil immersion.[12] Belling assumed the role of co-founder and CEO, leveraging his entrepreneurial background to guide early operations, while Turpin contributed to product development and launch strategy.[13] The duo's collaboration focused on grassroots marketing and word-of-mouth distribution to differentiate the brand in a crowded snack aisle dominated by established fried chip makers.[10]Initial Product Development and Launch
Keith Belling, a former corporate lawyer, co-founded Popchips with Patrick Turpin after seeking a healthier alternative to traditional fried potato chips. Observing a high-pressure cooking technique that expanded rice like popcorn during a visit to a manufacturing facility, Belling conceived of applying a similar popping method to potatoes and grains to produce a crisp snack with reduced fat content.[14][10] In October 2005, Belling and Turpin acquired a rice-cake production plant in Los Angeles for less than $10 million, which they repurposed for developing the popped chip technology. Over the subsequent period, spanning more than a year, the team refined the process of subjecting potato slices and other ingredients to heat and pressure, avoiding deep-frying or baking to achieve a lighter product with approximately one-third the calories and fat of standard chips.[10][15] The product launched in May 2007, initially distributed on the West Coast through select retailers, starting with the original sea salt flavor. Early sales reached $6.5 million by 2008, garnering attention from outlets like Forbes for its innovative approach to snack production.[10][15][16]Growth and Business Evolution
Investment and Expansion Phase
In 2008, TSG Consumer Partners provided minority equity capital to Popchips to accelerate domestic growth, enabling expanded distribution into major U.S. retailers, enhanced brand marketing campaigns, and the introduction of new product flavors.[17] This investment followed initial seed funding rounds totaling approximately $5.2 million since the company's 2007 founding, supporting scaling from regional to national availability in grocery and convenience stores.[18] By April 2012, Verlinvest acquired a majority stake from TSG and other early investors, injecting capital specifically for international expansion into Europe, where Popchips Ltd was established to handle operations and distribution.[19] [20] Under Verlinvest's backing, the brand achieved rapid market penetration in the UK and select European countries, reporting consistent year-over-year sales increases through localized marketing and partnerships with regional snack distributors.[19] This phase marked Popchips' shift from U.S.-centric operations to a dual-market strategy, with European revenues contributing significantly to overall growth by 2018. A January 2014 venture round further bolstered infrastructure investments, including production capacity enhancements to meet rising demand from broadened retail footprints.[21] Following the July 2018 divestiture of its UK and European subsidiary to KP Snacks, Popchips Inc redirected resources toward alternative international markets outside Europe, while reinforcing U.S. expansion through optimized supply chains and flavor innovations tailored to domestic consumer preferences.[22] These efforts, funded by prior equity infusions, positioned the company for sustained distribution gains amid competitive pressures in the better-for-you snack segment.Acquisitions and Ownership Changes
In October 2019, private equity firm VMG Partners acquired Popchips from Verlinvest and designated it as the inaugural brand for its new Velocity Snack Brands platform, intended to incubate and scale better-for-you snack offerings.[23][11] This marked the third private equity transaction involving the company, following earlier sales to unnamed firms after initial investments secured by co-founder Keith Belling.[24] In December 2022, Velocity Snack Brands Opco, LLC—the entity holding Popchips—was purchased by Powered Brands, the parent of Real Food From the Ground Up, integrating the brand into a broader portfolio of healthier snacks.[3] This deal aligned with Better For You Holdings' strategy, as documented in transaction records.[25] The acquiring entity operates under the Our Home banner, which has since pursued portfolio expansion, including the May 2024 acquisition of Sonoma Creamery's production facility and brands, but without altering Popchips' direct ownership structure.[26] As of 2025, Popchips remains under Our Home's management, with no reported further transfers.[27]Recent Developments and Rebranding
In April 2022, Popchips underwent a significant rebranding effort, introducing new black packaging designed to emphasize bolder visuals with larger, textured food photography and prominently featuring the tagline "Never Fried. Always Real."[28] This overhaul, informed by market research, aimed to streamline the brand by eliminating sub-brands and focusing on core, top-selling SKUs while appealing to consumers seeking flavorful yet healthier snacks.[29] Accompanying the packaging refresh, Popchips launched two new flavors—Fiery Buffalo and Fully Loaded—in response to demand for intense taste profiles without compromising the brand's popped, never-fried positioning.[30] These innovations were rolled out alongside increased marketing to highlight the product's crisp texture and reduced oil content compared to traditional fried chips.[31] Following the rebrand, Popchips expanded its flavor lineup under new ownership by Better For You Brands (parent company Our Home), introducing Nacho-flavored chips in March 2024, described as delivering bold cheese and spice notes in a popped format.[32] In March 2025, the brand debuted Sweet Heat, a sweet-spicy variant distributed to over 2,700 Kroger stores starting in April, targeting shoppers interested in hybrid flavor experiences.[33] Additional promotional developments included themed partnerships, such as a June 2025 collaboration with The Smurfs Movie, featuring limited-edition BBQ, Sea Salt, and Sour Cream & Onion bags with QR-code sweepstakes to tie into the film's release.[34] Internationally, KP Snacks launched Peri Peri Chicken and Chargrilled Steak flavors in the UK on July 9, 2025, extending the brand's healthier snacking appeal to new markets.[35] These efforts reflect ongoing innovation amid parent company expansions, including Our Home's acquisition of production facilities from Utz in early 2024 to bolster manufacturing capacity.[36]Products and Production
Product Range and Flavors
Popchips' product range primarily consists of popped potato chips, produced through a pressurized heating process that pops the chips without frying, resulting in a lighter texture and reduced oil content compared to traditional potato chips.[4] The brand focuses on gluten-free, plant-based snacks with simple ingredients, positioning them as a lower-calorie alternative, typically containing 100-120 calories per 1-ounce serving.[37] Available formats include single-serve bags (0.8-1 oz), larger sharing bags (4-5 oz), and multi-pack variety boxes with 24-30 individual bags.[38] As of 2025, Popchips offers six core potato chip flavors, streamlined from broader historical varieties to emphasize top-selling options following a 2022 rebranding that discontinued sub-brands like veggie chips and certain limited editions.[29] [39] These include:- Sea Salt: A classic, lightly salted flavor using sea salt as the primary seasoning.[4]
- BBQ: Tangy barbecue with smoky and sweet notes from tomato, onion, and spice seasonings.[40]
- Sour Cream & Onion: Combines creamy sour cream tang with savory onion for a balanced profile.[37]
- Sea Salt & Vinegar: Zesty vinegar acidity paired with sea salt for a sharp, tangy taste.[39]
- Sweet Heat: A spicy-sweet blend, often featuring jalapeño or chili elements with subtle sweetness.[39]
- Nacho: Vegan cheesy nacho flavor, launched as a plant-based option evoking cheese and spice without dairy.[41]
Manufacturing Process and Technology
Popchips are manufactured using a heat-and-pressure popping technology that differentiates them from traditional fried or baked potato chips, avoiding the use of oil during the core expansion phase.[42] The process starts with potato starch or pelletized potato ingredients, which are introduced into a specialized pressurized chamber or mould system.[43] Inside this equipment, the ingredients are subjected to high temperature and pressure, converting internal moisture to steam that causes rapid expansion and "popping," resulting in lightweight, crunchy chips without frying.[44] This method, akin to techniques used for puffed rice cakes, ensures minimal fat absorption during formation.[10] Post-popping, the chips undergo cleaning to remove any unexpanded particles or debris via conveyor systems and drums.[43] A light spritz of non-GMO sunflower or safflower oil—non-hydrogenated—is then applied solely for seasoning adhesion, contributing to the product's low oil content of approximately 0.5 grams per serving.[44] Flavors such as sea salt, barbecue, or sour cream and onion are dusted or applied next, followed by packaging to preserve freshness.[42] The entire production line emphasizes efficiency, with automated feeders, processors like hydraulic mould systems, and seasoners enabling scalable output while adhering to zero-oil popping principles.[43] This technology, developed from observations of high-pressure rice popping methods, allows Popchips to achieve a chip-like texture with reduced calories compared to conventional snacks—typically 120 calories per 28-gram serving versus 150-160 for fried equivalents.[10] Manufacturing occurs in facilities compliant with food safety standards, though specific production sites are not publicly detailed beyond U.S.-based operations.[44]Nutritional Analysis
Core Nutritional Composition
Popchips consist primarily of potatoes that undergo a high-pressure popping process rather than traditional frying, supplemented with rice flour, potato starch, and vegetable oils to achieve texture and structure. For the original sea salt flavor, the ingredients are potato, rice flour, vegetable oil (sunflower, safflower, and/or expeller-pressed canola), potato starch, sea salt, and salt, resulting in a product free of artificial colors, preservatives, or cholesterol.[4][45] Flavored varieties incorporate additional seasonings such as onion powder, garlic powder, or maltodextrin, which minimally affect the base macronutrient profile but increase sodium content.[37] A typical 1-ounce (28-gram) serving—equivalent to approximately 20-23 chips—of sea salt Popchips contains 120 calories, derived mostly from carbohydrates, with low fat absorption due to the non-frying method. The macronutrient breakdown includes 4-4.5 grams of total fat (0 grams saturated, 0 grams trans), 18-19 grams of total carbohydrates (1 gram dietary fiber, 0 grams sugars), and 2 grams of protein. Sodium levels range from 190 to 290 milligrams per serving across verified analyses, reflecting natural variation in salt distribution.[5][46][47]| Nutrient | Amount per 28g Serving | % Daily Value* |
|---|---|---|
| Calories | 120 | - |
| Total Fat | 4-4.5 g | 5-6% |
| Saturated Fat | 0 g | 0% |
| Trans Fat | 0 g | - |
| Cholesterol | 0 mg | 0% |
| Sodium | 190-290 mg | 8-12% |
| Total Carbohydrates | 18-19 g | 7% |
| Dietary Fiber | 1 g | 4% |
| Total Sugars | 0 g | - |
| Protein | 2 g | 4% |