Snack Brands Australia
Snack Brands Australia is a leading Australian salty-snack manufacturer producing and nationally distributing branded potato chips, corn chips, extruded snacks, and natural/healthy snacks (Kettle, CC's, Thins, Cheezels, Natural Chip Company, Nice & Natural) from its Orchard Hills facility to retail consumers.
- Company typePrivate
- Founded1953
- HeadquartersSydney, Australia
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Snack Brands Australia does
Snack Brands Australia (legally Snackbrands Australia) is one of Australia's largest salty-snack manufacturers, producing and nationally distributing a diversified portfolio of potato chips, corn chips, extruded snacks, and natural/healthy snacks under heritage and contemporary brands. The company's brand portfolio spans 70+ years and includes Kettle, CC's, Thins, Cheezels, The Natural Chip Company, Samboy, Chickadees, French Fries, Jumpy's, and the Nice & Natural health-focused sub-brand. Products are sold through national retail channels across Australia and New Zealand, targeting the general Australian consumer market for personal and family snacking occasions.
The business operates from a single, 27-acre world-class manufacturing facility in Orchard Hills, New South Wales, which runs 24 hours per day and incorporates potato fryers, automated washers/peelers/slicers, automatic colour screening, corn lines, extruders, and pellet expansion systems. Potato supply is sourced entirely from Australian farmers, and the site is GFSI certified for food safety and quality. Manufacturing, packaging, and a highly automated distribution centre are co-located, supporting national shelf distribution.
The revenue model is B2C consumer goods sales through retail storefronts; pricing is not publicly disclosed. Since 2021, the company has operated as a subsidiary of Intersnack Group, a privately owned European snack manufacturer that generated €2.93 billion in net sales in 2020. Strategic direction is therefore increasingly influenced by Intersnack's broader European platform, while day-to-day execution remains led by an Australian management team under CEO Paul Musgrave.
Snack Brands Australia firmographics
Firmographics- Name
- Snack Brands Australia
- Legal name
- Snackbrands Australia
- Website
- https://snackbrands.com.au
- Company type
- Private
- Founded year
- 1953
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Snack Brands Australia is a leading Australian salty-snack manufacturer producing and nationally distributing branded potato chips, corn chips, extruded snacks, and natural/healthy snacks (Kettle, CC's, Thins, Cheezels, Natural Chip Company, Nice & Natural) from its Orchard Hills facility to retail consumers.
- Ownership category
- akta.pro rank
Snack Brands Australia industry classification
Industry- Product category
- Salty Snacks
- NAICS
- Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)
- akta.pro secondary industries
- Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG)
Keywords
Where Snack Brands Australia is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Snack Brands Australia business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Snack Food Sales: Manufacture and sale of savoury snack products including chips, corn snacks, and specialty snacks through retail distribution across Australia.
Distribution channels1 record
Snack Brands Australia product offering
Product offeringCore offering
Snack Brands Australia manufactures and distributes branded savoury snack products including potato chips, corn chips, extruded cheese snacks, tortilla strips, onion rings, and health-focused bars and fruit snacks. All products are produced at the company's 27-acre Orchard Hills, NSW manufacturing facility using automated potato processing, fryers, extruders, and pellet expansion systems, and sold nationally across Australia (and New Zealand) through retail channels under brands such as Kettle, CC's, Thins, Cheezels, The Natural Chip Company, Samboy, Jumpy's, Chickadees, French Fries, and Nice & Natural.
Product overview
Snackbrands Australia is a leading Australian snack food manufacturer operating from a world-class manufacturing facility in Orchard Hills, NSW. The company produces a diversified portfolio of savory snacks including kettle-cooked chips (Kettle), corn chips (CC's), extruded snacks (Cheezels, Jumpy's, French Fries), and natural chips (The Natural Chip Company), along with the heritage Thins brand dating back to 1953 and Samboy chips. The portfolio also includes the Nice & Natural health-focused sub-brand featuring nut bars, protein bars, and fruit snacks. Manufacturing includes potato fryers for flat, crinkle and kettle products, corn lines, extruders, and pellet expansion equipment, operating 24/7 with 100% Australian potatoes from local farmers.
Differentiator
Problem solved
Functional benefit
Brands
- Kettle: Premium kettle chips brand available in multiple flavor varieties including Ridge Cut and Firemasters lines.
- CC's
- Thins
- Cheezels
- The Natural Chip Company
- Samboy
- Chickadees
- French Fries
- Jumpy's
- Nice & Natural
Products and services
- Kettle Premium kettle-cooked potato chip brand offering multiple flavor lines including Ridge Cut varieties (Japanese Style Fried Chicken, Italian Style Balsamic & Sea Salt, European Style Sour Cream & Chives, Himalayan Pink Salt), Firemasters (Beef Brisket & Smokey BBQ Sauce, BBQ Chicken & Chimichurri, Red Pepper, Oregano & Sour Cream), and other pack sizes from 28g to 650g, sold through Australian retail.
- CC's Australia's Original Corn Chip brand launched in 1982, marketed as 'You Can't Say No!' and offered in various cheese and flavored corn chip varieties for Australian consumers.
- Thins Light and crispy potato chip brand with heritage dating back to 1953 (originally the Colvan brand), available in Original, Salt & Vinegar, Light & Tangy, Sour Cream & Chives, Chicken, Cheese & Onion, Himalayan Pink Salt, and Cheddar Cheese varieties.
- Cheezels Curly cheese-flavored extruded snack brand launched in 1971 with the tagline 'Finger-licious Fun!', available in Cheese, Chicken, and Salt & Vinegar flavors in 125g and 190g packs plus multi-packs.
- The Natural Chip Company Natural potato chip brand launched in 2012, offering lightly salted and flavor-enhanced potato chips with clean-label positioning for health-conscious Australian consumers.
- Samboy Potato chip brand first launched in 1956 with the tagline 'The Flavour Hits You!', offered in Atomic Tomato, Barbecue, Salt & Vinegar, and Chicken flavors.
- Jumpy's Iconic kangaroo-shaped extruded cheese-flavored snack launched in 2001, available in Chicken flavor and variety packs in 375g and 324g sizes.
- French Fries Potato-based extruded snack launched in 1982, available in Original flavor and an MP6 (111g) multi-pack format.
- Chickadees Chicken-flavored extruded snack launched in 1958 with the tagline 'Chicken Flavoured Fun!', available in a Multipack 6 (114g) format.
- Nice & Natural Health-focused snack brand including Choc Nut Bars (Coconut, Almond, Honeycomb, Apricot, Salted Caramel), Protein Whole Seed Bars (Cranberry & Raspberry, Blueberry & Vanilla), Nut Butter Bars (Peanut Butter, Peanut Butter & Salted Caramel), Active Protein bars (Choc Chip, Mixed Berry), and fruit-based snacks such as Fruit Strings, Fruit Unicorns, Fruit Oddities, Fruit Mythical Mix, Fruit Blocks, Sour Fruit Blocks, and Fruit Blasts (Juicy Grape, Juicy Strawberry).
- Core Chips Value-tier flavored chip range featuring Tasty Cheese, Nacho Cheese, Original Salted, Chilli & Lime, Tangy Salsa, Taco, and Cheese & Jalapeno varieties in 110g and 175g pack sizes.
- Onion Rings Roast onion-flavored ring-shaped extruded snacks available in 45g, 90g, and 175g pack sizes.
- Tortilla Strips Tortilla chip strips available in Lightly Salted and Lime & Chilli varieties in 114g and 220g pack sizes.
- Variety Packs Multi-pack bundles including Top 20, Fun 20, and Jumpy's Variety packs in various configurations and sizes, sold through Australian retail channels.
Companies that use Snack Brands Australia
Customer profileSegments1 record
Ideal customer profiles1 record
Snack Brands Australia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Snack Brands Australia partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
Snack Brands Australia competitors and assessment
Company assessmentRegional players
- McCain Foods (Australia): Major Australian frozen food manufacturer with selective snack adjacency (frozen potato products, prepared foods). Comparable in supply chain and grocery distribution scale in Australia, though a different product category.
- Proper Crisps: UK-based premium natural potato chip brand focused on clean-label, hand-cooked offerings. Comparable in product positioning to The Natural Chip Company and Nice & Natural ranges, though primarily serving UK/Ireland rather than Australia.
Emerging players
- Poppin: Australian premium popcorn brand. A smaller, emerging player in the Australian salty-snack adjacent category, competing for the same 'better-for-you' snack occasions that Nice & Natural and The Natural Chip Company target.
- Green Monkey Foods: Australian natural and organic snack producer. A niche emerging player in the better-for-you and natural snack segment overlapping with The Natural Chip Company and Nice & Natural portfolios.
Direct peers
- PepsiCo Australia: Operates Smith's Chips, Red Rock Deli, Doritos, and Twisties in Australia — directly competing with Snack Brands across potato chips, corn chips, and extruded snacks with comparable national retail distribution and similar mass-market positioning.
- Arnott's Group: Australia's leading biscuit and cracker manufacturer (Shapes, Jatz, Arnott's biscuits) — competes with Snack Brands in the savory snacking aisle, particularly cracker-style products like Thins, with overlapping retail distribution and shared consumer occasions.
- Kellanova (Australia): Sells Pringles and other snack brands in Australia, directly competing with Snack Brands' Cheezels, Jumpy's, and French Fries in the extruded/crispy snack segment with similar convenience-store and supermarket reach.
Broad incumbents
- Old Dutch Foods: North American potato chip and snack manufacturer with a broad portfolio of salty snacks. Comparable manufacturing approach (potato-based snacks, kettle and flat varieties) and brand portfolio breadth, but operating in a different geographic market.
- Mondelez International: Global snack major with a broad portfolio spanning biscuits (Oreo, Belvita), chocolate (Cadbury), and gum/candy. Competes with Snack Brands across multiple snacking occasions in Australian retail and has substantially larger scale and marketing investment.
- Tyrrells Crisps: Premium hand-cooked crisp brand with international distribution, owned by Intersnack. Highly comparable in production approach and product positioning to Snack Brands' Kettle brand, and a direct Intersnack stablemate.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Snack Brands Australia social profiles
Digital presenceSnack Brands Australia compliance and trust
Trust signalCompliance1 record
Snack Brands Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Snack Brands Australia leadership team
Management profileNumber of profiles
Profiles1 record
Snack Brands Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Snack Brands Australia 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 Snack Brands Australia
What does Snack Brands Australia do?
Snack Brands Australia manufactures and distributes branded savoury snack products including potato chips, corn chips, extruded cheese snacks, tortilla strips, onion rings, and health-focused bars and fruit snacks. All products are produced at the company's 27-acre Orchard Hills, NSW manufacturing facility using automated potato processing, fryers, extruders, and pellet expansion systems, and sold nationally across Australia (and New Zealand) through retail channels under brands such as Kettle, CC's, Thins, Cheezels, The Natural Chip Company, Samboy, Jumpy's, Chickadees, French Fries, and Nice & Natural.
Is Snack Brands Australia a public or private company?
Snack Brands Australia is a private company. It is classified as corporate owned and is currently operating.
When was Snack Brands Australia founded?
Snack Brands Australia was founded in 1953. It employs 251 to 500 people.
Where is Snack Brands Australia based?
Snack Brands Australia is headquartered in Sydney, Australia, in the Oceania region.
How does Snack Brands Australia make money?
One revenue line is on record: snack Food Sales.
Who are Snack Brands Australia's main competitors?
Regional players on record are McCain Foods (Australia) and Proper Crisps. Emerging players are Poppin and Green Monkey Foods. Direct peers are PepsiCo Australia, Arnott's Group and Kellanova (Australia). Broad incumbents are Old Dutch Foods, Mondelez International and Tyrrells Crisps.
Does Snack Brands Australia have an API?
No public API is recorded for Snack Brands Australia.
What industry is Snack Brands Australia in?
Snack Brands Australia's product category is Salty Snacks. Its primary akta.pro industry code is CRADABAE, Chips & Savory Snacks (Potato, Tortilla, Extruded), with a secondary code of AFAKAIAO, Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional). Its NAICS code is 31191 and its SIC code is 2000.