The Good Crisp Company

What The Good Crisp Company does

The Good Crisp Company is a clean-label consumer packaged goods brand founded in 2015 by Matt Parry in Australia, currently operating with 11-50 employees and headquartered in the Boulder/Longmont, Colorado area. The company produces stacked canister potato chips in six flavors (including Classic Original, Sea Salt & Vinegar, Outback BBQ, Aged White Cheddar, Spicy Jalapeño, and Sour Cream & Onion), bagged crinkle-cut chips in multiple flavors and pack sizes, and cheese balls in cheddar and spicy varieties. Manufacturing relies on third-party co-packers in Malaysia (canister chips) and the United States (cheese balls and bagged crinkle cuts), with the stacked canister format serving as the primary differentiated physical product.

All products are certified gluten-free by GFCO, verified by the Non-GMO Project, free from the top 9 FDA allergens (except dairy in select SKUs), and contain no artificial colors or ingredients; crinkle cuts and cheese balls additionally hold Orthodox Union Kosher certification, and palm oil used in canister chips is RSPO certified. The business generates revenue through a hybrid model combining retail wholesale distribution across 20,000+ doors in the U.S., Canada, Australia, and the UK (including Whole Foods, Walmart, Kroger, Publix, Target, Sprouts, Natural Grocers, and CVS), Amazon marketplace sales, and direct-to-consumer e-commerce on its own website with a subscription option that offers a 10% discount on recurring monthly orders.

In January 2026, the company was acquired by MPearlRock, a MidOcean-backed private equity firm focused on consumer packaged goods brands, with a separate January 2026 report indicating a Kroger affiliate also acquired the company, suggesting either a secondary transaction or strategic distribution alignment. Prior capital deployment includes approximately $5.31 million raised from the Murano Group in 2020 and an earlier 2019 engagement with CircleUp; the founder Matt Parry remains the public face of the brand through content marketing, the "Dad Chats with Matt" video series, and ongoing social media presence.

Name

The Good Crisp Company

Legal name

The Good Crisp Company, Inc.

Website

https://thegoodcrispcompany.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

The Good Crisp Company is a clean-label snack brand producing gluten-free, allergen-friendly canister chips, bagged crinkle cuts, and cheese balls sold across 20,000+ retail doors in the U.S., Canada, Australia, and the UK, plus direct-to-consumer e-commerce with subscription options.

Ownership category

akta.pro rank

Product category

Better-for-You Snacks

NAICS

Other Snack Food Manufacturing (311919), Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

akta.pro secondary industries

Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI), Gluten-Free & Allergen-Free Certification Services (AFALAMAH)

Keywords

• Allergy-friendly snacks
• Gluten-free potato chips
• Clean-label snacks
• Stacked canister chips
• Non-GMO snack foods

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: The company operates a direct-to-consumer e-commerce platform selling products in various pack sizes with subscription options offering 10% discount for recurring orders.
2. Retail Distribution: Products sold through major retail chains including Whole Foods, Walmart, Sprouts, Natural Grocers, Kroger, Publix, Target, CVS, and local grocers. Available in over 20,000 retail doors.
3. Subscription/Replenishment: Customers can subscribe to regular deliveries of products with 10% discount, offering recurring revenue through replenishment model.

Pricing tiers

Go-to-market motion2 records

Distribution channels11 records

Marketing channels5 records

Core offering

The Good Crisp Company manufactures and sells clean-label, allergen-friendly snack products, primarily gluten-free stacked canister potato chips, bagged crinkle cut potato chips, and cheese balls. All products are free from the top 9 FDA allergens (except dairy in select items), contain no artificial ingredients, and are certified gluten-free and Non-GMO Project verified.

Product overview

The Good Crisp Company offers a portfolio of clean-label, allergen-friendly snack products centered on stacked canister chips and cheese balls. The product lineup consists of: Large Canister Chips (6 flavors: Classic Original, Sour Cream & Onion, Sea Salt & Vinegar, Outback BBQ, Aged White Cheddar, Spicy Jalapeno) and Small Canister Chips (Mini 12 Packs in Classic Original and Sour Cream & Onion); Crinkle Cut Bagged Chips in multiple sizes (1.5oz 15-packs and 5.5oz 12-packs) available in Original, Salt & Vinegar, Outback BBQ, Cheddar Sour Cream, and Spicy Jalapeno flavors plus a Variety Pack; and Cheese Balls in Cheddar and Spicy varieties. All products are certified gluten-free by GFCO, verified non-GMO by the Non-GMO Project, free from the top 9 FDA allergens (except dairy where noted), contain no artificial ingredients, and are lightly fried. The company was founded in Australia in 2015 and operates primarily in the U.S. market.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Original Canister Chips (8 Pack) Gluten-free stacked canister potato chips in Classic Original flavor, made with simple ingredients and no artificial additives, sold in 8-pack format.
• Sour Cream & Onion Canister Chips (8 Pack) Gluten-free stacked canister chips with dairy-based sour cream and onion flavoring, sold in 8-pack format.
• Sea Salt & Vinegar Canister Chips (8 Pack) Gluten-free stacked canister chips featuring sea salt and vinegar seasoning for a tangy flavor profile, sold in 8-pack format.
• Outback BBQ Canister Chips (8 Pack) Gluten-free stacked canister chips with Australian-style BBQ seasoning, sold in 8-pack format.
• Aged White Cheddar Canister Chips (8 Pack) Gluten-free stacked canister chips with aged white cheddar cheese flavoring, contains dairy, sold in 8-pack format.
• Spicy Jalapeño Canister Chips (8 Pack) Gluten-free stacked canister chips with spicy jalapeño seasoning, sold in 8-pack format.
• Mini 12 Pack - Classic Original Canister Chips Pack of 12 mini-sized (1.6oz each) Classic Original flavor canister chips, marketed for kids' snacks and lunch boxes.
• Mini 12 Pack - Sour Cream & Onion Canister Chips Pack of 12 mini-sized (1.6oz each) Sour Cream & Onion flavor canister chips.
• Crinkle Cut Original Potato Chips, 1.5oz Bags (15 Pack) Bagged crinkle cut potato chips in original flavor, made with high oleic sunflower oil, certified gluten-free and kosher, sold in 15-pack of 1.5oz bags.
• Crinkle Cut Outback BBQ Chips, 1.5oz Bags (15 Pack) Bagged crinkle cut chips with Australian-style BBQ seasoning, sold in 15-pack of 1.5oz bags.
• Crinkle Cut Salt & Vinegar Chips, 1.5oz Bags (15 Pack) Bagged crinkle cut chips with sea salt and vinegar seasoning, sold in 15-pack of 1.5oz bags.
• Crinkle Cut Cheddar Sour Cream Chips, 1.5oz Bags (15 Pack) Bagged crinkle cut chips with cheddar and sour cream seasoning, contains dairy, sold in 15-pack of 1.5oz bags.
• Crinkle Cut Original Potato Chips, 5.5oz Bags (12 Pack) Larger bagged crinkle cut potato chips in original flavor, made with high oleic sunflower oil, sold in 12-pack of 5.5oz bags.
• Crinkle Cut Salt & Vinegar Chips, 5.5oz Bags (12 Pack)

Quantifiable outcome

• Products free from gluten, peanuts, tree nuts, eggs, shellfish, sesame, soy, fish, and celery
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Non-GMO ProjectcoreOthersLong-term partnership with the Non-GMO Project to ensure products contain only the best ingredients and are verified non-GMO.
• RSPO (Roundtable on Sustainable Palm Oil)coreOthersPartnership for sustainable palm oil sourcing. Palm oil used in canister chips comes from RSPO certified supplier.
• BSCI (Business Social Compliance Initiative)minorOthersProduction facilities undergo BSCI audits to assess workplace standards across the supply chain.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Late July Snacks: Organic, non-GMO snack brand (tortilla chips, crackers) owned by Hershey with significant distribution in Whole Foods, Target, and Kroger. Comparable clean-label positioning with established shelf presence.
• Bare Snacks: Better-for-you baked fruit and vegetable chip brand owned by PepsiCo. Competes in the healthy-snack chip segment with broad distribution and significantly larger marketing budgets.
• Popchips: Popped (not fried) better-for-you chip brand with conventional and natural retail distribution. Comparable as a cleaner alternative to traditional fried chips in overlapping flavor profiles and retail accounts.
• Kettle Brand (Campbell Soup): Established premium kettle-cooked chip brand owned by Campbell, with broad conventional and natural retail distribution. Larger incumbent in the better-for-you chip space offering overlapping flavors and similar shopper demographics.

Direct peers

• Siete Family Foods: Better-for-you snack brand built on allergen-friendly positioning (grain-free, paleo-friendly) with strong retail presence in Whole Foods, Sprouts, and Target. Directly comparable as a clean-label, allergen-conscious CPG competitor in overlapping retail channels.
• Simple Mills: Premium better-for-you snack and baking brand focused on clean-label, allergen-friendly ingredients with extensive distribution across natural and conventional retail. Overlaps in target shopper (health-conscious families) and better-for-you snack positioning.
• MadeGood: Allergen-free snack brand (granola bars, cookies, crispy squares) specifically formulated free from common allergens. Direct competitor in the allergen-friendly family-snack segment with similar retail channels and certifications.
• Pringles (Kellanova): Owner of the stacked canister chip format The Good Crisp directly emulates. Pringles is the category leader with massive global distribution, making it the closest direct competitor for shelf space and consumer mindshare in the canister chip segment.
• Jackson's Honest: Clean-ingredient tortilla chips and snacks positioned around healthier oils and minimal processing. Comparable as a smaller better-for-you chip brand targeting natural retailers and allergen-aware consumers.

Emerging players

• Pipcorn Snacks: Heirloom corn-based snack brand with allergen-friendly and clean-label positioning, distributed in Whole Foods and other natural retailers. Comparable as a smaller emerging better-for-you snack brand with similar target shopper.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thegoodcrispcompany
• Instagraminstagram.com/thegoodcrispcompany
• LinkedInlinkedin.com/company/thegoodcrispcompany

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Good Crisp Company