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We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

- Keith Belling
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Author:
Keith Belling
Tags:
Hands
Mercedes
Fashion
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My passion for snacking and search for a great tasting, better-for-you snack sparked my interest in creating what has become popchips.

Marketing is a core part of anything you do.

You can't rest on your laurels. You have to continue to innovate; you have to continue to be different.

I'm definitely a serial entrepreneur and a serial snacker. And when it comes to snacks, I'm more of a salty snacker, though I've been known to have a craving for sweets from time to time.

We have 11 great potato flavors, and customers have been clamoring for tortilla. For over a year, we worked to develop the four flavors of tortilla popchips: chili limon, nacho cheese, ranch and salsa. They're made with traditional stoneground masa, are gluten-free, and have less than half the fat of other chips.

I knew I shouldn't be eating fried chips, but I'm just not a fan of baked chips, as much as I tried them.

There's a deli around the corner from my office where I'd get a bag of chips with my sandwich, and I was hiding them under my sandwich because I was embarrassed. When I had this epiphany that I was hiding the potato chips from myself, I realized there was an opportunity there.

The influencer strategy hasn't been built around celebrities. We're looking for influencers within every marketplace, who are the people who help influence decision-makers within that community.

Once consumers try popchips, most people really like it and become fans.

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We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.

We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.