San Francisco, California-based Popchips has announced a complete brand overhaul with a reimagined visual identity and the debut of two new flavors.
After conducting market research to redefine its brand strategy, Popchips has revitalized its distinct package design. The two new innovations, Fiery Buffalo and Fully Loaded, serve as an answer to consumer demand for salty snacks that don’t compromise on taste.
“We started with exploring what matters most to the consumer and worked backward to strengthen our brand strategy,” said Michael Campi, VP of marketing for Los Angeles-based Velocity Snack Brands, the parent company of Popchips. “We know Popchips buyers have a loud and proud love for snacking and won’t sacrifice on flavor, so we made that energy a common thread throughout the visual identity.”
New visual identity
The brand renovation taps into the distinctive personality that has remained at the core of Popchips since its 2007 inception. Consumer insights gave Popchips the license to play with bold packaging that can sometimes be reserved for the traditional salty snacks section.
Inspired by the brand’s mission to spark joy, photography of each chip shines against a black backdrop and richly saturated colors. Beyond the packaging, the refreshed identity will be showcased across digital and in-store activations.
New flavors
Popchips has unveiled two new innovations: Fully Loaded and Fiery Buffalo. These flavors join varieties such as Sea Salt, Barbecue and Aged White Cheddar.
Fiery Buffalo is spicy and savory, getting its flavor from cayenne pepper, garlic and buttermilk. For the baked potato enthusiast, Fully Loaded provides sour cream, cheddar, chives and bacon flavor.
Founded in 2007, Popchips is a better-for-you potato chip brand that offers more chips for your nutritional buck. Popchips potato chips are popped, never fried through a process that combines heat and pressure to pop the chips. With half the fat of fried potato chips, Popchips uses real, simple ingredients and is gluten free, kosher and non-GMO.
The Fully Loaded and Fiery Buffalo flavors are available online at popchips.com, Amazon, Safeway, Walmart and Kroger banner stores nationwide.
