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October 26, 2020: 12:00 AM EST
The Los Angeles-based company, created by private equity firm VMG Partners as an incubating platform after it acquired Popchips last year, has launched additional varieties, including two grain-free popped chips made with cassava – sea salt and cajun honey – as well as an air-popped corn chip product. They will be available at more than 2,100 U.S. Kroger stores. Additional flavors will launch in other major retailers, including Albertsons’ Safeway, in the near future. According to VMG, Popchips has achieved 89 percent brand awareness with its distribution in nearly every domestic retailer. Popchips products are not fried, have clean taste profiles with simple ingredients, and are gluten-free and non-GMO. VMG plans to launch the new products with an integrated, data-driven digital and in-store marketing campaign, in addition to a new website for Popchips in the coming weeks. The company is doubling down on efforts to help brands increase their e-commerce revenues because of decreased foot traffic in brick-and-mortar stores.
Douglas Yu, "Velocity Snack Brands Launches New Popchips Lines To Strengthen Healthy Snacking Platform", Forbes.com, October 26, 2020, © Forbes Media LLC
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