Kettle Brand

What Kettle Brand does

Kettle Brand is a US-based premium snack chip brand founded in 1978, currently operating as a wholly-owned subsidiary of Campbell Soup Company. The company produces thick-cut, kettle-cooked potato chips made from whole potatoes, organized across four product lines — Classic, Avocado Oil, Krinkle Cut, and Kettle Cooked Air Fried (a line offering 30% less fat) — with more than 15 flavor varieties and a portfolio that extends into variety packs and a cross-brand pack with sister brand Late July Snacks. Its core technologies are food-processing rather than software: a batch kettle-cooked manufacturing method, an air-frying finishing step for the lighter product line, and the Tater Tracker farm-to-bag traceability system that lets consumers trace potatoes on a packaged bag back to the farm of origin via the brand's website.

The company's revenue model is straightforward CPG retail: products are sold as one-time purchases at consumer snack price points through US grocery, convenience, and mass-merchandiser channels, plus online retail purchase via a 'Where to Buy' locator on the brand's website. Customer engagement is driven by Instagram and TikTok social channels, content marketing (farm stories, sustainability messaging, ingredient transparency), and the Tater Tracker engagement feature. The brand's primary customer segments are mainstream US retail snack buyers and health-conscious snackers seeking non-GMO, gluten-free, clean-label products — with the underlying target audience favoring bold, authentic flavors and provenance transparency.

Differentiators include the long-standing brand (47+ years), first-mover clean-label credentials (first potato chip brand Non-GMO Project verified), three independent third-party certifications (Non-GMO, GFCO, Kosher), regenerative-farming partnerships via the Potato Sustainability Alliance, and the Tater Tracker supply-chain transparency layer. Operating geographies are limited to the United States, with consumer-care correspondence handled from a Montoursville, PA office (948 Plaza Dr) and corporate reporting routed through Campbell Soup Company. No apps, public APIs, AI capabilities, or independent public financial disclosures are present in the source data.

Name

Kettle Brand

Legal name

Kettle Brand

Website

https://kettlebrand.com

Company type

Private

Founded year

1978

Operating status

Operating

Short description

Kettle Brand is a US premium snack chip brand founded in 1978 and owned by Campbell Soup Company, selling thick-cut, kettle-cooked potato chips across four product lines — Classic, Avocado Oil, Krinkle Cut, and Air Fried — through retail grocery and convenience channels, targeting health-conscious and mainstream snackers seeking non-GMO, clean-label products.

Ownership category

akta.pro rank

Product category

Potato Chips / Premium Snack Food

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Potato & Vegetable Chips Manufacturing (AFAKAIAA)

akta.pro secondary industries

Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE), Tortilla & Corn Chips Manufacturing (AFAKAIAB), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)

Keywords

• Kettle cooked chips
• Potato chips
• Snack food
• Consumer packaged goods
• Air fried chips

Headquarters

HQ city

Charlotte

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, Others

Revenue model

1. Consumer Packaged Goods (Snack Chips): Kettle Brand generates revenue through the sale of potato chips and snack products to consumers via retail distribution channels including grocery stores, convenience stores, and online retailers. Products are sold as one-time purchases at various price points based on product line and package size.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Kettle Brand manufactures and sells premium kettle-cooked potato chips under four product lines — Classic, Avocado Oil, Krinkle Cut, and Kettle Cooked Air Fried — across 15+ flavor varieties, plus multi-bag variety packs. Chips are batch-cooked in kettles (and optionally air-fried for 30% less fat), cut from whole potatoes, and distributed through U.S. grocery, convenience, and mass-merchant retailers. The brand differentiates on clean-label credentials (Non-GMO Project Verified, gluten-free, kosher) and its Tater Tracker farm-to-bag traceability program.

Product overview

Kettle Brand is a snack chip company offering four distinct product lines: Classic (traditional kettle-cooked chips), Avocado Oil (premium chips made with avocado oil), Krinkle Cut™ (extra crunchy thick-cut ridge chips), and Kettle Cooked Air Fried (lighter crispy chips with 30% less fat). The portfolio includes over 15 flavor varieties across these lines, including Smoky Buffalo, Jalapeno, Backyard Barbeque, Sea Salt, Sea Salt & Vinegar, Honey Dijon, Parmesan Garlic, Unsalted, Spicy Kimchi, Special Sauce, Sea Salt Pink Peppercorn, Apple Cider Vinegar, Habanero Lime, Truffle Oil & Sea Salt, Himalayan Salt, and Texas BBQ. The company also offers variety packs and a unique Tater Tracker™ traceability feature that connects consumers with partner farms.

Differentiator

Problem solved

Functional benefit

Brands

• Classic: Classic kettle-cooked potato chips made from whole potatoes, cut thick and seasoned with authentic recipes.
• Avocado Oil
• Krinkle Cut
• Kettle Cooked Air Fried

Products and services

• Classic Kettle-Cooked Potato Chips Traditional kettle-cooked, thick-cut potato chips in eight flavor varieties for everyday snacking by consumers seeking bold flavor and clean-label ingredients.
• Avocado Oil Potato Chips Premium potato chips produced with avocado oil for a differentiated fat profile, targeting consumers seeking alternative oils and bold flavors.
• Krinkle Cut™ Potato Chips Extra-crunchy, thick-cut ridge-cut kettle chips engineered to hold up to bold seasoning, for consumers who want a heartier texture and stronger flavor carry.
• Kettle Cooked Air Fried Potato Chips Kettle-cooked chips finished with air-frying technology to deliver a lighter, crispy crunch with 30% less fat than regular kettle chips, targeting calorie-conscious snackers.
• Favorite Flavors Variety Pack 20-count multi-bag variety pack offering a curated selection of three favorite Kettle Brand flavors, sold for households and group snacking occasions.
• Kettle Brand and Late July Snacks Mix Variety Pack 20-count multi-brand variety pack combining Kettle Brand potato chips with Late July tortilla chips, cross-selling sister brands within the Campbell Snacks portfolio.

Quantifiable outcome

• 30% less fat in Air Fried product line compared to regular Kettle Brand Jalapeno chips
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Campbell Soup CompanycoreOthersCampbell Soup Company owns Kettle Brand. The corporate footer references Campbell Soup Company's privacy policy, terms of use, and media contacts ([email protected]). Kettle Brand operates as a subsidiary brand under the Campbell Snacks division.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cape Cod Potato Chips: Premium kettle-cooked potato chip brand (owned by Campbell via Snyder's-Lance) competing directly in the same thick-cut, better-quality chip segment and retail channels.
• Utz: Branded salty-snack maker with kettle and traditional potato chip lines sold through US grocery, convenience, and mass retail, directly overlapping Kettle Brand's category and customers.
• Boulder Canyon: Better-for-you kettle-cooked chip brand emphasizing avocado oil and clean ingredients, mirroring Kettle Brand's premium, health-conscious positioning.
• Good Health: Premium kettle-style and avocado-oil chip brand targeting clean-label, health-conscious snackers in the same retail channels as Kettle Brand.
• Deep River Snacks: Kettle-cooked, non-GMO premium potato chip brand directly comparable on product method, clean-ingredient claims, and target consumer.

Broad incumbents

• Lay's (Frito-Lay / PepsiCo): Dominant US potato chip manufacturer with kettle-cooked and better-for-you lines; the largest competitor for shelf space and consumer share against Kettle Brand.
• Pringles (Kellanova): Large global salty-snack brand competing for the same snacking occasions and retail placement, though using a stacked/formed chip format rather than kettle-cooked.
• Wise Foods: Established regional-to-national potato chip and salty-snack maker overlapping in product category and retail distribution.

Others

• Late July Snacks: Sister brand also under Campbell Snacks; an organic tortilla-chip maker that is co-packaged with Kettle Brand in variety packs and shares the premium clean-label snack positioning.

Regional players

• Kettle Chips (UK): Premium hand-cooked potato chip brand with shared heritage from the original Kettle Foods, operating primarily in the UK/Europe rather than the US market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/KettleBrand/?ref=br_rs
• Instagraminstagram.com/kettlebrand
• TikToktiktok.com/@kettlebrand
• Xx.com/kettlebrand

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Kettle Brand