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Zapp's

Zapp's is an brand of kettle-cooked renowned for their bold, Cajun- and New Orleans-inspired flavors, distinctive hearty crunch, and production in Gramercy, . The chips are made from hand-selected potatoes sliced and fried in , which contributes to their richer taste and louder snap compared to standard cooked in . Founded in 1985 by Ron Zappe in Gramercy, , the brand emerged from Zappe's transition out of the after the oil bust devastated his previous oil-field equipment business. Zapp's quickly distinguished itself with innovative, regionally themed flavors that capture the essence of Louisiana cuisine, including the signature (a spicy blend born from a factory mishap involving spilled spices), Spicy Cajun Crawtator, Evil Eye, and Sweet Onion. These gluten-free snacks emphasize premium ingredients and small-batch kettle cooking to deliver a louder crunch and more intense seasoning, appealing to fans of hearty, flavorful snacking. In January 2011, Zappe Endeavors LLC, the maker of Zapp's, agreed to be acquired by Utz Quality Foods, the largest independent U.S. snack food producer at the time, with the deal completed in May 2011. The acquisition allowed Zapp's to expand nationwide distribution while preserving its roots and production facility in Gramercy, where the chips continue to be kettle-cooked. Today, Zapp's remains a beloved regional icon, celebrated for embodying the vibrant "sights, sounds, and flavors" of New Orleans and available in variety packs, single-serve bags, and larger formats for snacking occasions.

History

Founding

Ronald Joe "Ron" Zappe was born in 1943 and graduated from in 1965 with a degree in , where he was recognized as the outstanding freshman in 1961. After entering the as a distributor of pumps and other equipment, Zappe owned multiple companies that supplied the sector, but these ventures collapsed during the 1980s oil bust, leaving him bankrupt and prompting a move from to . In 1985, Zappe founded Zapp's Potato Chips in Gramercy, Louisiana, securing a $150,000 bank loan to launch the business after several rejections due to his recent financial setbacks. He converted the former Faucheux Chevrolet dealership building into a modest production facility, where the company began manufacturing kettle-cooked using and drawing inspiration from the bold, spicy of the region to create distinctive flavors. Zapp's debuted with the Cajun Crawtator as its inaugural flavor, a spicy designed to evoke 's crawfish boils and differentiate the product from bland, mass-produced alternatives through its emphasis on regional heat and taste. Early operations faced significant constraints, including limited output from a single fryer and a small team of seven hourly employees, with initial sales confined to local distributors and stores.

Growth and acquisitions

Following its founding, Zapp's transitioned from a local producer to a brand with broader reach in the through partnerships with regional distributors, enabling availability across the Gulf South states including , , and . This expansion marked a shift from initial regional sales concentrated in to a more established presence, supported by efforts such as free samples at local events and a dedicated for orders. A pivotal product innovation came with the development of the signature flavor, which combined sweet heat from notes with Cajun spices for a tangy, smoky profile that quickly became the company's bestseller and a key driver of brand recognition. The flavor's unique blend emerged from an accidental mix of spices during production, highlighting Zapp's emphasis on bold, experimental tastes inspired by New Orleans . Strategic acquisitions further fueled growth, beginning with the purchase of the Dirty Chip Company in , in 1993, which integrated additional kettle chip varieties and strengthened manufacturing capabilities in the Southeast. This was followed by the 2006 acquisition of the California Chip Company in , which expanded Zapp's footprint to the and diversified its flavor offerings with new regional styles. Marketing initiatives reinforced this momentum, including the "Daringly Different" slogan to underscore the brand's spicy, unconventional profiles. Advertising focused on Southern media outlets and trade shows, building consumer loyalty through targeted promotions that celebrated the chips' heritage.

Death of founder and sale to Utz

Ronald Joe Zappe, the founder of Zapp's Potato Chips, died on June 1, 2010, at the age of 67 in , , due to complications, likely a heart attack, arising from his treatment for throat cancer at M.D. Anderson Cancer Center. He had been undergoing , having completed about one-third of the course at the time of his death. Following Zappe's death, Zappe Endeavors LLC, the company behind Zapp's, faced a period of transition as executives, led by Rod Olson, along with the founder's family, temporarily managed day-to-day operations to sustain at the Gramercy, Louisiana facility. This interim leadership ensured continuity amid the emotional impact on the roughly 100 employees in and broader workforce, while aligning with Zappe's prior intentions for the company's future growth and stability. In January 2011, Utz Quality Foods Inc., a Pennsylvania-based snack manufacturer, announced its agreement to acquire Zappe Endeavors for an undisclosed amount, with the deal closing in May 2011. The acquisition encompassed the Zapp's brand, as well as Dirty and California Chips, along with manufacturing facilities in Gramercy, Louisiana; Memphis, Tennessee; and Oxnard, California, aiming to expand distribution through Utz's established network across the eastern U.S. Under Utz ownership, Zapp's retained its Louisiana-based operations and core recipes, preserving the brand's regional identity without announcing major layoffs, as Utz committed to maintaining substantially all existing jobs in Gramercy and pursuing facility expansions to add employment opportunities. This integration focused on leveraging Utz's resources for national growth while honoring the artisanal kettle-cooking traditions established by Zappe.

Products

Kettle potato chips

Zapp's kettle potato chips are handcrafted from whole potatoes sliced and cooked in small batches using the traditional kettle method, which involves frying in or a blend of oils at lower temperatures compared to continuous-fry processes. This technique results in a thicker, crunchier and allows for more flavorful, artisanal chips with a rustic appearance. Since their launch in , Zapp's kettle chips have served as the brand's foundational product, establishing its reputation for premium, regionally inspired snacks rooted in New Orleans culinary traditions. The chips emphasize natural ingredients, including premium potatoes and high-quality oils, with no artificial preservatives or trans fats, appealing to consumers seeking authentic, high-quality options. These are typically packaged in 4.75-ounce bags, alongside smaller 1.5-ounce sizes and larger 8-ounce options, featuring bold, colorful designs that incorporate Cajun motifs to evoke Louisiana's vibrant and underscore the small-batch authenticity of production. The nutritional profile reflects the kettle-frying process, with a standard 1-ounce serving providing approximately 150 calories, primarily from 9 grams of due to greater absorption, while maintaining a consistent base of potatoes across flavor variations.

Flavor varieties

Zapp's kettle chips are renowned for their bold, Louisiana-inspired flavor profiles, which emphasize spicy and savory elements drawn from Cajun and culinary traditions. The brand's signature flavors include , a sweet-spicy blend featuring notes of , , and tanginess created from a proprietary spice mix that balances sweetness with a zesty kick. Introduced as an accidental combination in the early days of , Voodoo quickly became the flagship offering due to its unique appeal. Another cornerstone is Hotter 'N Hot , delivering extreme through jalapeño pepper powder and other spices for an intense, fiery experience that appeals to spice enthusiasts. The original Spicy Cajun Crawtator, launched in , captures the essence of a crawfish with a robust mix of Cajun spices, marking the debut flavor that set the tone for the brand's spicy heritage. Beyond these icons, Zapp's offers a range of popular varieties that cater to diverse tastes while maintaining a focus on bold seasonings. Mesquite BBQ provides a smoky-sweet profile reminiscent of Southern barbecue, combining mesquite essence with subtle sweetness for a hearty crunch. Classic options like Salt & Vinegar deliver a sharp, tangy bite, while Sour Cream & Creole Onion blends creamy richness with onion-forward Creole notes. Additional favorites include Cajun Dill Gator-Tator, infusing dill with Cajun flair for a herbaceous twist; Jalapeño for straightforward pepper heat; and the lightly salted Regular, offering a simple, unadorned kettle chip base. Evil Eye stands out as an ultra-hot limited-release variant, featuring a subtle yet building heat with tangy, tomato-like undertones that challenge even seasoned snackers. Since its acquisition by Utz in , Zapp's has continued to innovate with new flavors and partnerships to expand its lineup. In August 2025, the brand launched Blackened Ranch, combining Cajun-style blackened with zesty ranch for a smoky, creamy profile that evokes vibes. That same year, Zapp's collaborated with Sandwich Works on exclusive Hot Pepper Chips, capturing the chain's signature spicy peppers in a portable, kettle-cooked format available only at Potbelly locations nationwide. Seasonal and discontinued offerings, such as Sweet Onion—a sweeter take on onion —have also appeared over the years, adding variety before rotating out of production. The development of Zapp's flavors revolves around a philosophy rooted in cuisine, utilizing proprietary spice blends to infuse each chip with authentic regional character. Heat levels are calibrated from mild options like to intense "voodoo heat" varieties, ensuring broad consumer appeal while honoring the bold, unapologetic spirit of New Orleans snacking. This approach, kettle-cooked in small batches, prioritizes craveable crunch and distinctive taste over conventional profiles.

Acquired brands

Zapp's acquired the Dirty Chip Company in the mid-1990s, incorporating its kettle-style known for their rugged, unwashed appearance that retains the and natural juices for a distinctive "dirty" and bolder crunch. These chips are hand-ruffled and positioned as an edgier sub-brand, with popular flavors including mesquite BBQ, & onion, and , appealing to consumers seeking intense, unconventional snacking experiences. The acquisition expanded Zapp's portfolio into premium, attitude-driven chips that complement the core Zapp's line by emphasizing unrefined styles over smoother profiles. In 2006, Zapp's further broadened its offerings by acquiring the California Chip Company in , adding the California Chips brand focused on West Coast-inspired with innovative flavor combinations. Key varieties include sea salt & vinegar, honey , creamy , and the signature Earthquake blend—a mix of salt & vinegar, , , and sour cream & onion for a multifaceted taste. Unlike Zapp's spicier originals, California Chips emphasize milder, regionally influenced options, sometimes with lower-sodium variants to target health-conscious snackers. Following Utz Quality Foods' 2011 acquisition of Zappe Endeavors—which encompassed Zapp's, Dirty, and brands—Dirty Chips continued production as a distinct under Utz, while the California Chips line appears to have been discontinued. The integration allowed shared manufacturing efficiencies leveraging Utz's nationwide distribution and facilities for broader market reach, preserving Dirty's bold, rugged appeal. By 2015, Utz formalized a specialty snacks division to promote these acquired brands as premium, better-for-you options, driving expanded availability in retail channels.

Production

Manufacturing process

Zapp's are produced using a batch-cooking method in kettles, which differs from continuous used for many commercial chips and results in thicker, crunchier textures with irregular shapes. Potatoes are selected for quality and sliced thicker than those for standard before being placed into kettles filled with a blend of and other vegetable oils, such as corn, cottonseed, sunflower, or canola oil. This process cooks the chips one batch at a time, allowing for even and natural crisping without enforced uniformity, which contributes to their artisanal character. Following frying, the hot chips are tumbled with seasoning blends to ensure even distribution, such as sea salt for the regular variety or spice mixes like onion powder, garlic powder, and paprika for flavored options. The ingredients remain simple, consisting primarily of potatoes, vegetable oil, and seasonings, with no artificial preservatives or colors added. This approach supports a shelf life of about 6 months under proper storage, emphasizing freshness and natural flavor retention. Quality control focuses on premium U.S.-sourced potatoes and high-oleic oils to maintain consistency and attributes, including being cholesterol-free and trans fat-free. The small-batch nature of the kettle process limits output to preserve intensity and authenticity, avoiding mass-production uniformity. Since Utz Quality Foods acquired Zapp's in , the core kettle-cooking technique has been preserved at the Gramercy, facility, blending traditional methods with scaled operations to meet growing demand while upholding the brand's New Orleans-inspired artisanal roots.

Facilities and operations

Zapp's primary manufacturing facility was originally established in Gramercy, , in 1988 as the company's headquarters and production site for kettle-cooked . By 2011, the plant had expanded to 88,000 square feet to support increased production of Zapp's and Dirty Chips brands, with plans for further growth of an additional 30,000 square feet. However, the Gramercy facility sustained severe damage from in 2021 and has not reopened, leading to its eventual sale as part of ' facility optimization efforts in 2023. Following the acquisition by Utz Quality Foods in 2011, Zapp's production integrated into Utz's broader network, with core Zapp's and Dirty Chips now manufactured at Utz facilities, including the expanded plant in Hanover Industrial Estates near , which added a fifth to handle overflow capacity. An additional site in —acquired through Zapp's 2006 purchase of California Chip Company—focuses on vegetable-based and California Chips production, supporting West Coast operations. Utz operates seven primary manufacturing facilities across states including , Washington, Arizona, and as of late 2025, following the closure of the Grand Rapids, Michigan facility, enabling efficient scaling for Zapp's brands. Utz Brands employs approximately 3,200 workers company-wide as of late 2024, supporting operations that produce around 500 million pounds of salty snacks annually across its portfolio, including Zapp's kettle chips. Distribution leverages Utz's direct-store-delivery (DSD) model, reaching consumers in over 20 states through optimized logistics hubs like the new 650,000-square-foot Rice Distribution Center in Hanover, Pennsylvania, opened in December 2024 to handle 1.1 billion pounds of product yearly. In October 2025, Utz acquired Insignia International's DSD routes and assets across California and the Midwest, enhancing West Coast distribution for brands like Zapp's and California Chips to capitalize on the region's large salty snack market. Under Utz, Zapp's benefits from company-wide initiatives, including the integration of recycled materials into select packaging formats since 2023 and efforts to improve across facilities, which contributed to a reduction in overall emissions in 2024. These measures align with Utz's goals, such as diverting 48% of waste from landfills through and reusing 5.6 million cardboard cartons annually.

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