Amplify Snack Brands
Amplify Snack Brands is a Hershey-owned portfolio of better-for-you snack brands including SkinnyPop, Pirate's Booty, DOT'S Homestyle Pretzels, Paqui, ONE Brands, and FULFIL, serving health-conscious and convenience-seeking U.S. consumers through traditional retail distribution channels.
- Company typePrivate
- Founded2012
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Amplify Snack Brands does
Amplify Snack Brands is a portfolio company that owns and operates a family of better-for-you snack brands, currently functioning as a wholly-owned subsidiary of The Hershey Company (NYSE: HSY) following its 2018 acquisition for $1.6 billion. Headquartered in Austin, Texas, the portfolio spans popcorn (SkinnyPop), baked cheese puffs (Pirate's Booty), pretzels (DOT'S Homestyle Pretzels), tortilla chips (Paqui), and protein-forward products (ONE Brands, FULFIL). Its target consumers are health-conscious and convenience-oriented U.S. snackers seeking clean-label, baked-not-fried, and functional-nutrition alternatives to traditional salty snacks.
The business generates revenue through wholesale and retail sales of its branded consumer food products, distributed across grocery, mass, convenience, and e-commerce channels in the United States. As a Hershey subsidiary, Amplify does not operate an independent go-to-market motion; it leverages Hershey's nationwide distribution network and the Hersheyland cross-brand marketing platform, which includes active consumer engagement across Instagram, TikTok, YouTube, Facebook, and Pinterest. There is no proprietary technology, app, API, or AI capability disclosed, consistent with a branded packaged-foods operating model in which pricing is set at retail.
Historically, Amplify pursued scale through M&A (Tyrrell Potato Chips and Boundless Nutrition in 2016) and was publicly traded on NASDAQ under ticker BETR before being taken private by Hershey. The company currently faces material litigation risk: in 2026, a U.S. District Court allowed a negligent design claim against Paqui, Amplify, and Hershey to proceed in a wrongful death suit (Lama-Wolobah) arising from the One Chip Challenge product. Reported headcount is 11-50, reflecting Amplify's role as a lean brand-management entity within Hershey's broader snack portfolio.
Amplify Snack Brands firmographics
Firmographics- Name
- Amplify Snack Brands
- Legal name
- Amplify Snack Brands
- Website
- https://amplifysnackbrands.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Amplify Snack Brands is a Hershey-owned portfolio of better-for-you snack brands including SkinnyPop, Pirate's Booty, DOT'S Homestyle Pretzels, Paqui, ONE Brands, and FULFIL, serving health-conscious and convenience-seeking U.S. consumers through traditional retail distribution channels.
- Ownership category
- akta.pro rank
Amplify Snack Brands industry classification
Industry- Product category
- Better-for-You Snacks
- NAICS
- Other Snack Food Manufacturing (311919)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
- akta.pro secondary industries
- Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)
Keywords
Where Amplify Snack Brands is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Markets served
Amplify Snack Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Snack Product Sales: Amplify Snack Brands generates revenue through the sale of consumer snack products including popcorn, pretzels, and cheese puffs through retail distribution channels. Revenue is derived from wholesale and retail sales of owned brands.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Amplify Snack Brands product offering
Product offeringCore offering
Amplify Snack Brands is a portfolio of better-for-you snack brands operating as a wholly-owned subsidiary of The Hershey Company. It manufactures and sells branded snack products including popcorn (SkinnyPop), baked cheese puffs (Pirate's Booty), pretzels (DOT'S Homestyle Pretzels), tortilla chips (Paqui), and protein bars (ONE Brands, FULFIL) through grocery, mass retail, convenience, and e-commerce channels.
Product overview
Amplify Snack Brands operates as a portfolio of better-for-you snack brands under The Hershey Company, acquired in 2018 for $1.6 billion. The company encompasses multiple sub-brands including Skinnypop (popcorn), Pirate's Booty (baked cheese snacks), Paqui (tortilla chips known for the One Chip Challenge), ONE Brands (protein snacks), FULFIL (high-protein nutrition bars), and DOT'S Homestyle Pretzels. The portfolio emphasizes healthier alternatives within the snacking category, featuring baked over fried options, clean-label ingredients, and functional nutrition profiles.
Differentiator
Problem solved
Functional benefit
Brands
- Paqui: Tortilla chip brand known for the One Chip Challenge spicy tortilla chip product.
Products and services
- SkinnyPop
Companies that use Amplify Snack Brands
Customer profileSegments2 records
Ideal customer profiles1 record
Amplify Snack Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Amplify Snack Brands partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights3 records
Amplify Snack Brands competitors and assessment
Company assessmentDirect peers
- PepsiCo (Frito-Lay): PepsiCo's Frito-Lay division is the largest salty-snack competitor in North America, with brands like Smartfood (popcorn), Fritos, Lay's and Rold Gold (pretzels) directly competing with SkinnyPop, Pirate's Booty and DOT's Homestyle Pretzels.
- Conagra Brands: Conagra's snack portfolio (Slim Jim, Snack Pack, Healthy Choice, Angie's Boomchickapop) competes head-to-head in popcorn, pretzels and better-for-you categories with multiple Amplify brands.
- Utz Brands: Utz is a leading U.S. salty-snack manufacturer whose pretzel and popcorn portfolio (Utz, Zapp's, On The Border) competes directly with DOT's Homestyle Pretzels and SkinnyPop in mass and grocery channels.
- Snyder's-Lance (Campbell Soup): Snyder's of Hanover and Lance are flagship pretzel and cracker brands under Campbell's Snacks division, directly competing with DOT's Homestyle Pretzels and Pirate's Booty in grocery and convenience channels.
- KIND Healthy Snacks: KIND (Mars) is a leading better-for-you snack bar brand whose nut bars and protein bars overlap directly with ONE Brands and FULFIL on shelf and in better-for-you consumption occasions.
- RXBAR: RXBAR (Kellogg's) is a clean-label protein bar brand competing head-to-head with ONE Brands and FULFIL in the high-protein bar segment, with shared distribution in grocery, club and convenience.
Broad incumbents
- The Hershey Company: Hershey is the parent company of Amplify Snack Brands and a broader incumbent in confectionery and snacks (Reese's, Hershey's, SkinnyPop, DOT's), driving distribution and marketing infrastructure that Amplify leverages.
Emerging players
- Lesser Evil: Lesser Evil is a fast-growing better-for-you popcorn and snack brand competing in the same clean-label, low-ingredient popcorn category as SkinnyPop, with overlap in natural and conventional grocery.
- Pipcorn: Pipcorn is a premium, small-batch better-for-you popcorn brand positioned around heirloom corn and clean ingredients, directly competing with SkinnyPop in the better-for-you popcorn segment.
- Bare Snacks: Bare Snacks is a better-for-you baked fruit and veggie chip brand whose clean-label, baked-not-fried positioning and channel mix closely mirror Pirate's Booty and SkinnyPop's go-to-market approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Amplify Snack Brands social profiles
Digital presenceAmplify Snack Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amplify Snack Brands leadership team
Management profileNumber of profiles
Profiles4 records
Amplify Snack Brands subsidiaries and ownership
Company hierarchySubsidiaries1 record
Amplify Snack Brands funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amplify Snack Brands M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amplify Snack Brands
What does Amplify Snack Brands do?
Amplify Snack Brands is a portfolio of better-for-you snack brands operating as a wholly-owned subsidiary of The Hershey Company. It manufactures and sells branded snack products including popcorn (SkinnyPop), baked cheese puffs (Pirate's Booty), pretzels (DOT'S Homestyle Pretzels), tortilla chips (Paqui), and protein bars (ONE Brands, FULFIL) through grocery, mass retail, convenience, and e-commerce channels.
Is Amplify Snack Brands a public or private company?
Amplify Snack Brands is a private company. It is classified as corporate owned and is currently operating.
When was Amplify Snack Brands founded?
Amplify Snack Brands was founded in 2012. It employs 11 to 50 people.
Where is Amplify Snack Brands based?
Amplify Snack Brands is headquartered in Austin, United States, in the North America region.
How does Amplify Snack Brands make money?
One revenue line is on record: snack Product Sales.
Who are Amplify Snack Brands's main competitors?
Direct peers on record are PepsiCo (Frito-Lay), Conagra Brands, Utz Brands, Snyder's-Lance (Campbell Soup), KIND Healthy Snacks and RXBAR. The Hershey Company is listed as a broad incumbent. Emerging players are Lesser Evil, Pipcorn and Bare Snacks.
Does Amplify Snack Brands have an API?
No public API is recorded for Amplify Snack Brands.
What industry is Amplify Snack Brands in?
Amplify Snack Brands's product category is Better-for-You Snacks. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified), with a secondary code of AFAKAIAO, Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional). Its NAICS code is 311919 and its SIC code is 2052.