Company: Velocity Snack Brands

Introduced: October 2020

Distribution: National

Product SnapshotVelocity Snack Brands (VSB) has launched two new Popchips product lines in over 2,100 Kroger Co. stores nationwide to meet evolving consumer snacking habits, with further distribution to follow. Popchips Grain Free and Popchips Corn Chips mark the brand’s first new innovation and product rollouts under the ownership of Velocity Snack Brands. The release is the latest step in establishing VSB as a best-in-class platform dedicated to acquiring, incubating, and growing iconic snack brands.

Consumers are seeking better-for-you options but know they do not need to sacrifice taste or texture. Popchips Grain Free utilizes the versatile cassava root, popped with heat and pressure to make a light, airy snackable chip. Available in Sea Salt and Cajun Honey flavors, the popped snack is lower in fat and calories than traditional fried chips, and provides a new, grain free option to snackers. Popchips Corn Chips are air popped to achieve 50 percent less fat than fried corn chips, while still offering the same crispy, crunchy satisfaction. The line is available in a Perfectly Salted flavor with future flavor iterations to come. Both new product lines provide the better-for-you benefits the brand is known for: non-GMO, simple ingredients, no artificial flavors or preservatives and half the fat of fried chips.

Since VSB’s formation and acquisition of Popchips in October 2019, CEO Amit Pandhi has assembled a team of CPG-industry specialists across fields. The team has established new infrastructure, processes, and strategies to prepare for this launch. This work has laid the foundation for VSB to acquire, incubate, and grow brands with shared resources and synergies. Retailers, founders, and consumers alike can continue to expect VSB to be a destination for innovative, in-demand, better-for-you snacking.

“I’m incredibly proud of the world-class team we’ve put together at VSB in the past year,” said Pandhi. “Concepting and delivering new products for Popchips was one of our first objectives as a company. To get that done in just a little over a year, in the face of uncertain times, is a testament to the unique atmosphere we’ve built at VSB. We have the flexibility of small start-ups with the deep expertise of larger corporate entities, all without the cumbersome standards and processes that can hinder growth potential.”

Popchips Grain Free and Popchips Corn Chips are now available on shelves in over 2,100 Kroger Co. stores nationwide (Dillons, Fred Meyer, Fry’s, King Soopers, Kroger, Ralphs, Roundy’s, QFC).

For more information about Velocity Snack Brands, please visit