Kelly Snacks

What Kelly Snacks does

Kelly Snacks (legal entity Kelly Ges.m.b.H) is an Austrian snack food manufacturer founded in 1955 and headquartered in Vienna, Austria (Hermann-Gebauer-Straße 1, 22nd district). The company produces potato chips, popcorn, nuts, and baked snacks under a multi-brand portfolio that includes Kelly's (flagship chip brand), Soletti (baked salt sticks founded 1949), funny-frisch, ültje, Chio, Tyrrells, and POM-BÄR. Kelly operates as the Austrian market leader in salty snacks, with production facilities in Vienna and Feldbach, Styria, and approximately 440 employees across roughly 30 nationalities. Since 2008, Kelly has been a management unit of the privately owned Intersnack Group (headquartered in Düsseldorf, the #2 player in the European snack market), with operational responsibility for Austria, Switzerland, and Slovenia.

The company's manufacturing model is built on Austrian raw-material sourcing and modern, sustainability-oriented production. Kelly sources potatoes from approximately 90-93 Austrian farms (around 27,000-29,000 tons processed annually) and 12,000 tons of Austrian flour per year, making it one of the country's largest domestic potato processors and industrial flour buyers. Since 2019, all Kelly products have been produced without palm oil; over 60% of the product range is vegan, and more than 30% of sales volume comes from products containing a maximum of 1.5g salt per 100g. The company has invested in renewable energy at both plants — a 3,000 m² photovoltaic system at the Vienna plant (2021) and a 175 kWp system at Feldbach (2023) — achieving a 15% reduction in Scope 1/Scope 2 CO2 emissions versus 2010. Certifications include EcoVadis Gold (2023, upgraded from Silver in 2022), ISO 45001, ISO 50001, EU Pledge signatory status, and ESA membership.

Kelly's go-to-market is centered on retail distribution across Austria through supermarkets and convenience stores, supported by a multi-channel marketing mix that includes TV, online and social media (including influencer partnerships), out-of-home advertising, public relations, and consumer-engagement campaigns such as the annual Chipscontest and SnipsTipp voting competitions. Pricing for its consumer packaged goods is not publicly disclosed. The company has a multi-market remit (Austria, Switzerland, Slovenia), a leadership team drawn from consumer-goods majors (Nestlé, Unilever, Siemens, Atos, Liechtenstein Group), and a partnership ecosystem spanning the Austrian Red Cross, Pink Ribbon Austria, Too Good To Go, MuseumsQuartier Wien, and the ÖFB Women's National Team.

Name

Kelly Snacks

Legal name

Kelly Ges.m.b.H

Website

https://kelly.at

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

251–500 employees

Short description

Kelly Snacks is an Austrian snack food manufacturer and market leader in salty snacks, producing potato chips, popcorn, nuts, and baked snacks under brands including Kelly's, Soletti, and POM-BÄR for retail distribution across Austria, Switzerland, and Slovenia.

Ownership category

akta.pro rank

Product category

Salty Snack Manufacturing

NAICS

Cookie and Cracker Manufacturing (311821), Other Snack Food Manufacturing (311919)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Pretzels & Salted Snacks (CRADABAI)

akta.pro secondary industries

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Salty snack manufacturing
• Potato chips production
• Baked snack foods
• Consumer packaged snacks
• Austrian food manufacturing

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods Sales: Kelly Snacks generates revenue through the sale of branded snack products including potato chips, popcorn, nuts, and baked snacks through retail distribution channels in Austria.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Kelly Snacks manufactures and distributes branded salty snack products — including potato chips, baked snacks, popcorn, crackers, and nuts — under a multi-brand portfolio (Kelly's, Soletti, POM-BÄR, funny-frisch, Chio, ültje, Tyrrells). The company is the Austrian market leader in salty snacks, selling primarily through grocery and convenience retail channels to end consumers, with production supported by allergen-separated lines and palm-oil-free, photovoltaic-powered operations.

Product overview

Kelly Snacks operates as the Austrian market leader in salty snacks with a multi-brand portfolio strategy. The company produces and sells chips, popcorn, nuts, baked snacks, and tortillas under brands including Kelly's (flagship chip and snack brand founded 1955), Soletti (baked salt sticks founded 1949), funny-frisch (chip brand from Germany), ültje (nuts and nut products), Chio (tortillas and dips), POM-BÄR (family snacks including new Crizzlies line), and Tyrrells (British premium chips). Products are manufactured in Vienna and Feldbach, Austria facilities using predominantly Austrian raw materials. The company emphasizes 100% palm oil-free production since 2019, over 60% vegan product range, and products with reduced salt content.

Differentiator

Problem solved

Functional benefit

Brands

• Kelly's: The largest brand on the Austrian snack market, founded in 1955, named after company co-founder Howard Morse Kelly. Product categories include potato chips, specialties, popcorn, and nuts. Known for 'Knistern ins Leben' (crackling into life).
• Soletti
• funny-frisch
• ültje
• Chio
• POM-BÄR
• Tyrrells

Products and services

• Kelly's Flagship Austrian salty snack brand covering potato chips, baked snacks, popcorn, crackers, and nuts, targeted at Austrian household consumers via grocery and convenience retail.
• Soletti Austrian salty snack brand in the Kelly Snacks portfolio, sold through Austrian grocery and convenience retail.
• POM-BÄR Potato-based snack brand in the Kelly Snacks portfolio, sold through Austrian retail channels.
• funny-frisch Branded salty snack product line distributed in Austria through the Kelly Snacks portfolio.
• Chio Branded salty snack product line distributed in Austria through the Kelly Snacks portfolio.
• ültje Branded nut snack product line distributed in Austria through the Kelly Snacks portfolio.
• Tyrrells Premium salty snack brand distributed in Austria as part of the Kelly Snacks portfolio.
• Kelly's Snips Specific potato chip product within the Kelly's range, sold through Austrian grocery and convenience retail.
• POM-BÄR Crizzlies Specific potato-based snack SKU within the POM-BÄR range, sold through Austrian retail channels.
• Kelly's Linsenchips Lentil-chip product within the Kelly's range, sold through Austrian grocery and convenience retail.

Quantifiable outcome

• 100% sales without artificial flavor enhancers and artificial colors
• +3 more outcomes

Named customers2 records

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

14 partnerships are on record, tiered core and minor.

• Too Good To GocoreStrategic or Co-development Partner · 1 January 2022Since 2022, Kelly's and Soletti participate in the Too Good To Go initiative to raise awareness about food shelf life and reduce food waste.
• ÖFB Women's National TeamcoreGTM or Marketing Partner · 1 January 2022Kelly's sponsorship of Austrian women's national football team since 2022, supporting equality and women's sports with strong role models.
• Austrian Red Cross (Österreichisches Rotes Kreuz)coreGTM or Marketing Partner · 1 January 2007Soletti has supported the Austrian Red Cross since 2007. Over one million blood donors have received Soletti products as refreshment after giving blood. Partnership celebrating 144 years of Red Cross and 75 years of Soletti.
• CliniClownsminorGTM or Marketing PartnerKelly sponsors CliniClowns who visit children at Gottfried Preyer Children's Hospital weekly, bringing laughter and entertainment to young patients.
• Schönbrunn Zoo (Tiergarten Schönbrunn)minorGTM or Marketing PartnerPOM-BÄR supports species conservation projects at Schönbrunn Zoo, including panda bear and polar bear sponsorships, plus children's playground equipment.
• Land schafft LebenminorGTM or Marketing PartnerKelly supports Land schafft Leben to provide consumers with information about raw material origins and value chain transparency.
• Pink Ribbon Austria (Österreichische Krebshilfe)coreGTM or Marketing PartnerSoletti and Kelly's support Pink Ribbon with limited editions. 10 cents donated per pack sold to Austrian Cancer Aid for breast cancer fight and prevention.
• Die ArcheminorGTM or Marketing PartnerOver 10 years of partnership with Die Arche, a non-profit organization for children from socially disadvantaged families at Intersnack headquarters in Cologne.
• Honest Cashew InitiativeminorStrategic or Co-development PartnerIntersnack initiative in Vietnam and India ensuring transparency, quality, and fair working conditions in cashew supply chains using a 'single-roof' concept.
• Macadamia Project MalawiminorStrategic or Co-development PartnerIntersnack participation in field projects creating more transparent and sustainable value chains for macadamia cultivation in Malawi.
• SMETA (Sedex Members Ethical Trade Audit)coreTechnology or IntegrationKelly works with SMETA initiative for independent audits of suppliers to ensure compliance with ethical trade standards.
• ARAplus (Altstoff Recycling Austria AG)coreStrategic or Co-development PartnerKelly Snacks uses ARAplus services for waste disposal, resource management, and operational environmental protection. ARA ensures packaging collection and recycling.
• Intersnack GroupcoreOthersKelly Snacks is a management unit within Intersnack Group, responsible for Austria, Slovenia, and Switzerland. Intersnack is a privately owned international group based in Düsseldorf, the number two player in the European snack market.
• MuseumsQuartier Wien (MQ goes Green)coreGTM or Marketing PartnerSince 2024, Kelly is exclusive MQ goes Green partner for SDG Goal 12 'Sustainable Consumption and Production'. Design collaboration with Palla Vienna for limited edition bags.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Intersnack Group: Parent company and direct strategic peer. Intersnack is Europe's #2 salty-snack manufacturer and operates Kelly's sister national units across Germany, UK, Nordics, Iberia, Australia and others. Comparable in product mix (chips, nuts, baked snacks) and operating model (multi-brand, regional manufacturing).
• Felix Austria: Austrian food company with overlapping categories (sauces, condiments, snacks). Most direct domestic Austrian CPG peer; shares the same Austrian retail buyer relationships.
• Lorenz Snack-World: German-based salty-snack manufacturer with overlapping product portfolio (chips, baked snacks, nuts) and direct DACH market overlap. Closest geographic and category peer outside the Intersnack umbrella.
• KP Snacks: UK Intersnack sister unit producing Tyrrells, Hula Hoops, McCoy's, etc. Operates as a comparable national management-unit business within the same parent; useful benchmark for Kelly's unit economics.
• Estrella: Nordic Intersnack sister unit (Sweden, Finland, Baltics). Comparable in product mix (chips, nuts) and as a parallel regional management unit within the Intersnack platform.
• Zweifel Chips & Snacks: Swiss salty-snack leader. Closely comparable as a regionally anchored, multi-decade family/heritage brand operating in a neighboring Alpine DACH market that Kelly also serves.

Broad incumbents

• PepsiCo (Lay's): Global salty-snack incumbent via Lay's and Doritos. Competes with Kelly across Austrian retail with materially larger marketing and trade budgets; key competitor for category leadership and shelf space.
• Mondelez International: Global snacks conglomerate with biscuit, chip, and baked-snack portfolios (including acquired Chipita). Competes with Kelly across European retail snack aisles with vastly larger scale.
• General Mills: Global CPG incumbent with snack exposure (Nature Valley, Old El Paso, and licensed brands). Competes for shelf space and consumer snack occasions across European markets.
• Kellanova (Pringles): Global salty-snack incumbent via Pringles and other brands. Overlaps with Kelly's core chip/stick categories in Austrian and broader European retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/kelly-gesellschaft-m-b-h

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Kelly Snacks