Not so long ago, potato chips were on a first-name basis with the deep fryer: a delicious but greasy and caloric affair. But in 2007 along came a new snack brand, offering consumers a healthy and tasty alternative: potatoes and corn heated in a pressurized chamber and quickly released to “pop” them out.
Catchword assisted partner branding agency Addis Creson in developing the name Popchips, perfectly capturing the excitement and distinctiveness of this category-popping product. The name easily communicates the key product innovation (and indirectly, its health benefits), but with energy, flair, and well … pop!
The company has won numerous food awards and was rated by Forbes as one of America’s 20 most promising companies in 2011, with high-profile investor-endorsers such as Ashton Kutcher, Katy Perry, and Sean Combs. In 2019, the company was acquired by private-equity firm VMG Partners as the foundation for its new Velocity Snack Brands.
First-of-its-kind Popchips ushered in a pack of popped-chip products, from Poppables to PopCorners, reflecting and facilitating America’s move toward “better-for-you” eating, and evolving our favorite snack.
