Jackson's Honest
Jackson's Honest is a Boulder, Colorado-based better-for-you snack company producing avocado-oil kettle-cooked sweet potato chips, kettle chips, and veggie straws, selling direct-to-consumer via subscription and multi-pack purchases as well as through U.S. retail and wholesale channels.
- Company typePrivate
- Founded2012
- HeadquartersBoulder, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jackson's Honest does
Jackson's Honest is a Boulder, Colorado-based, privately held better-for-you snack company founded in 2012 that produces kettle-cooked sweet potato chips, kettle-cooked potato chips, and vegetable-based straws, all cooked in avocado oil. The company sells across three core product lines — Sweet Potato Chips (Sea Salt, Wavy Sea Salt, Carolina BBQ), Kettle Chips (Sea Salt, Dill Pickle, Spicy Jalapeño, Sea Salt & Cracked Pepper), and Super Veggie Straws (Sea Salt, Ranch, Cheddar) — plus curated Variety Packs. The technical and brand foundation is the avocado-oil cooking methodology paired with a Top 9 Allergen-Free facility, Non-GMO verification, and Vegan/Kosher/Gluten-Free certifications, which collectively position the line at the premium clean-label tier rather than mass-market snacks.
The business operates a dual-channel go-to-market: direct-to-consumer e-commerce via a Shopify storefront (snackjacksons.com) that supports both one-time multi-pack purchases and a Subscribe & Save subscription (10% off, monthly cadence, swap/skip/pause/cancel), plus retail/wholesale distribution supported by a store locator and a wholesale inquiry flow. Revenue mix is therefore split between subscription-recurring DTC revenue, one-time DTC orders, and wholesale/retail replenishment. Marketing is driven from social (Instagram, Facebook, TikTok, YouTube, X), email capture and promotional campaigns (e.g., CRUNCH discount code, "Up to 30% off" sitewide promotions), PR earned through a prior Shark Tank appearance, and a Bubblehouse-powered loyalty and referral program (Give $10 Get $10). Customer segmentation is horizontal and persona-based: health-conscious consumers, consumers with dietary restrictions (the founder's son Jackson being the originating use case), and families, all served at the same SKU level.
The company is founder-owned with no disclosed institutional capital, no disclosed management team roster, no M&A activity, and no disclosed revenue; reported headcount is 51–100 employees. Operations are U.S.-only and the brand is active on all major consumer social channels. Notable technology integrations are limited to third-party SaaS — Rebuy for cart recommendations and Bubblehouse for loyalty and referrals — with no proprietary AI, ML, or data platform evident in the source data.
Jackson's Honest firmographics
Firmographics- Name
- Jackson's Honest
- Website
- https://jacksonschips.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Jackson's Honest is a Boulder, Colorado-based better-for-you snack company producing avocado-oil kettle-cooked sweet potato chips, kettle chips, and veggie straws, selling direct-to-consumer via subscription and multi-pack purchases as well as through U.S. retail and wholesale channels.
- Ownership category
- akta.pro rank
Jackson's Honest industry classification
Industry- Product category
- Better-For-You Snack Foods
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
Keywords
Where Jackson's Honest is headquartered
LocationHeadquarters
- HQ city
- Boulder
- HQ country
- United States
- HQ region
- North America
Markets served
Jackson's Honest business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through their Shopify e-commerce platform. Consumers purchase directly from the website with options for one-time purchases or subscription orders with 10% savings.
- Wholesale/Retail Distribution: Products sold through retail store partners including major grocery chains. The website features a store locator to help customers find products in physical retail locations.
- Referral Program: Give $10 Get $10 referral program where existing customers can refer new customers for mutual discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Multi-Pack Pricing (Sweet Potato Chips, Kettle Chips, Super Veggie Straws) |
| Subscription | Monthly | Subscribe & Save Subscription |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Jackson's Honest product offering
Product offeringCore offering
Jackson's Honest produces and markets better-for-you kettle-cooked snacks — sweet potato chips, classic potato chips, and vegetable straws — all cooked in avocado oil. The company sells its products direct-to-consumer via its website (with subscription options) and through retail/wholesale channels, positioning around Top 9 Allergen-Free, Non-GMO, vegan, gluten-free, and Kosher credentials.
Product overview
Jackson's Honest is a better-for-you snack company offering a portfolio of kettle-cooked chips and vegetable straws all cooked in avocado oil. The core product lines include Sweet Potato Chips, Kettle Chips, and Super Veggie Straws, each available in multiple flavors. These products are sold both individually and as Variety Packs for sampling. The company differentiates through avocado oil cooking, Top 9 Allergen-Free certification, Non-GMO verification, and vegan/kosher/gluten-free positioning. Supplementary offerings include a Subscribe & Save subscription service and a Bubblehouse-powered rewards program.
Differentiator
Problem solved
Functional benefit
Products and services
- Sweet Potato Chips in Avocado Oil Kettle-cooked chips made from sweet potatoes and cooked in avocado oil. Available in Sea Salt, Wavy Sea Salt, and Carolina BBQ flavors. Positioned as a better-for-you snack with 2g fiber per serving, targeting health-conscious consumers and families.
- Kettle Chips in Avocado Oil Classic kettle-cooked potato chips made with avocado oil. Available in Sea Salt, Dill Pickle, Spicy Jalapeño, and Sea Salt & Cracked Pepper flavors. Targeted at consumers seeking allergen-free, clean-label snacking options.
- Super Veggie Straws in Avocado Oil Vegetable-based straw snacks cooked in avocado oil. Available in Sea Salt, Ranch, and Cheddar flavors. Positioned as a vegetable-forward, better-for-you snack alternative.
- Variety Packs Curated multi-flavor packs combining Sweet Potato Chips, Kettle Chips, and Super Veggie Straws. Includes both snack variety packs and chips-only variety packs, allowing customers to sample multiple products.
Quantifiable outcome
- Top 9 Allergen-Free certification
- +2 more outcomes
Companies that use Jackson's Honest
Customer profileSegments3 records
Ideal customer profiles3 records
Jackson's Honest technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature1 record
Jackson's Honest partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Jackson's Honest competitors and assessment
Company assessmentDirect peers
- Beanitos: Better-for-you bean-based chip brand (gluten-free, non-GMO) competing in the same allergen-free snacking shelf set as Jackson's Honest.
- Rhythm Superfoods: Better-for-you kale chips and veggie-straw-style snacks sold in similar natural/specialty grocery aisles with comparable brand storytelling around clean ingredients. Direct overlap with Jackson's Super Veggie Straws.
- Simple Mills: Premium better-for-you cracker and snack brand with comparable clean-label (Non-GMO, gluten-free, paleo-friendly) positioning, DTC-plus-retail motion, and similar premium pack pricing in natural/specialty grocery.
- Bare Snacks: Baked/lightly processed fruit and vegetable snack brand with premium natural-channel distribution and a clean-label proposition analogous to Jackson's sweet potato and veggie straws.
- Boulder Canyon Classic Canyons: Kettle-cooked better-for-you chip brand directly competing with Jackson's kettle chip and sweet potato chip SKUs across natural, conventional, and club channels.
- Siete: Better-for-you snack brand built around allergen-free / grain-free chips, tortillas, and dips with strong DTC and grocery presence. Closest direct comparable to Jackson's Honest in mission (family-founded, allergen-conscious), price point, and channel mix.
Broad incumbents
- Kettle Brand: Long-established kettle-cooked chip brand owned by a major CPG parent (PepsiCo) with national distribution and significant scale advantage in the same kettle chip category Jackson's competes in.
- Late July Snacks: Organic and better-for-you chip, cracker, and popcorn brand acquired by a major CPG parent with broad national distribution in similar natural/specialty aisles.
Emerging players
- Pipcorn: Premium better-for-you popcorn and snack brand founder-led with DTC plus retail motion; overlaps on clean-label credentials and family-founded brand narrative in adjacent snack formats.
- Primal Kitchen: Better-for-you condiments and snacks built around premium fats (avocado oil, healthy oils) with similar clean-label and DTC-plus-retail strategy; adjacent competitor in the avocado-oil narrative.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Jackson's Honest social profiles
Digital presenceJackson's Honest compliance and trust
Trust signalCompliance5 records
Jackson's Honest financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jackson's Honest leadership team
Management profileNumber of profiles
Jackson's Honest funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jackson's Honest M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jackson's Honest
What does Jackson's Honest do?
Jackson's Honest produces and markets better-for-you kettle-cooked snacks — sweet potato chips, classic potato chips, and vegetable straws — all cooked in avocado oil. The company sells its products direct-to-consumer via its website (with subscription options) and through retail/wholesale channels, positioning around Top 9 Allergen-Free, Non-GMO, vegan, gluten-free, and Kosher credentials.
Is Jackson's Honest a public or private company?
Jackson's Honest is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Jackson's Honest founded?
Jackson's Honest was founded in 2012. It employs 51 to 100 people.
Where is Jackson's Honest based?
Jackson's Honest is headquartered in Boulder, United States, in the North America region.
How does Jackson's Honest make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Retail Distribution and referral Program.
Who are Jackson's Honest's main competitors?
Direct peers on record are Beanitos, Rhythm Superfoods, Simple Mills, Bare Snacks, Boulder Canyon Classic Canyons and Siete. Broad incumbents are Kettle Brand and Late July Snacks. Emerging players are Pipcorn and Primal Kitchen.
Does Jackson's Honest have an API?
No public API is recorded for Jackson's Honest.
What industry is Jackson's Honest in?
Jackson's Honest's product category is Better-For-You Snack Foods. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified). Its SIC code is 2090.