Kettle Foods
Kettle Brand is a U.S.-based premium kettle-cooked potato chip brand, founded in 1978 and operating as a wholly-owned subsidiary of Campbell Soup Company. It sells four product lines (Classic, Avocado Oil, Krinkle Cut, Kettle Cooked Air Fried) plus a Tater Tracker™ traceability program through national retail and DTC e-commerce to U.S. consumer households.
- Company typePrivate
- Founded1978
- HeadquartersSalem, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Kettle Foods does
Kettle Brand, founded in 1978 and headquartered in the United States, is a premium kettle-cooked potato chip brand operating as a wholly-owned subsidiary of Campbell Soup Company (NYSE: CPB), which acquired the company in 2010. The company's product portfolio is organized into four lines: Classic (traditional bold flavors such as Jalapeño, Sea Salt and Vinegar, and Backyard Barbeque), Avocado Oil (premium-oil chips with flavors like Special Sauce and Apple Cider Vinegar), Krinkle Cut™ (thin, crispy chips in Habanero Lime, Dill Pickle, and Truffle Oil & Sea Salt), and Kettle Cooked Air Fried (a reduced-fat line using air-frying technology). A distinctive non-product asset is Tater Tracker™, a farm-to-chip supply chain transparency program that allows consumers to trace potato origins.
The underlying technology is a conventional kettle-cooking manufacturing process combined with newer air-frying capability for the reduced-fat line; there is no disclosed proprietary AI, software platform, or technology stack differentiating the company at the engineering level. The business model is straightforward consumer packaged goods: Kettle Brand sells through national retail storefront distribution (major U.S. grocery and convenience chains), an owned DTC e-commerce storefront at kettlebrand.com, and a "Where to Buy" online locator that drives omnichannel traffic. Pricing is not publicly disclosed and varies by retailer and product line. The primary customer segment is U.S. consumer retail households, with a horizontal segmentation approach targeting consumers seeking bold-flavored, clean-label snacks and, increasingly, better-for-you options.
Marketing is concentrated in organic social channels (Instagram, TikTok, Facebook) and content marketing through the brand's "Our Story" narrative, which leans heavily on founder heritage and authentic positioning. The company has 501-1000 employees (likely including Campbell-shared corporate staff) and an active operating status with no reported regulatory actions, M&A, or restructuring events in the source material. Revenue is not disclosed. The strategic posture in 2023-2024 has emphasized product line innovation (Air Fried, Avocado Oil) and brand differentiation through Tater Tracker™ to defend the brand's premium positioning in a competitive natural/better-for-you snack category.
Kettle Foods firmographics
Firmographics- Name
- Kettle Foods
- Legal name
- Kettle Brand
- Website
- https://kettlefoods.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Kettle Brand is a U.S.-based premium kettle-cooked potato chip brand, founded in 1978 and operating as a wholly-owned subsidiary of Campbell Soup Company. It sells four product lines (Classic, Avocado Oil, Krinkle Cut, Kettle Cooked Air Fried) plus a Tater Tracker™ traceability program through national retail and DTC e-commerce to U.S. consumer households.
- Ownership category
- akta.pro rank
Kettle Foods industry classification
Industry- Product category
- Potato Chips
- NAICS
- Bakeries and Tortilla Manufacturing (3118)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Potato & Vegetable Chips Manufacturing (AFAKAIAA)
- akta.pro secondary industries
- Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
Keywords
Where Kettle Foods is headquartered
LocationHeadquarters
- HQ city
- Salem
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kettle Foods business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Consumer Packaged Goods Sales: Kettle Brand generates revenue through the sale of potato chips and snack products distributed through retail channels and e-commerce. Products include Classic, Avocado Oil, Krinkle Cut, and Air Fried lines sold to consumers.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Kettle Foods product offering
Product offeringCore offering
Kettle Brand manufactures and sells premium kettle-cooked potato chips across four distinct product lines: Classic (traditional bold flavors), Avocado Oil (premium oil-based), Krinkle Cut™ (thin and crispy), and Kettle Cooked Air Fried (lower-fat air-fried option). Products are distributed through major U.S. retail grocery chains and directly to consumers through the brand's e-commerce website, targeting snack consumers seeking bold flavors and cleaner-ingredient options.
Product overview
Kettle Brand is a snack food company offering premium kettle-cooked potato chips across four distinct product lines: Classic (traditional flavors), Avocado Oil (premium oil-based), Krinkle Cut™ (thin and crispy), and Kettle Cooked Air Fried (air-fried lower-fat option). The company also operates Tater Tracker™, a potato traceability feature that connects consumers to the origin of their potatoes. Founded in 1978, Kettle Brand operates as a subsidiary of Campbell Soup Company and emphasizes authentic, high-quality ingredients and bold flavors.
Differentiator
Problem solved
Functional benefit
Brands
- Classic: Traditional kettle-cooked potato chips in various flavors such as Smoky Buffalo, Jalapeño, and Backyard Barbeque.
- Avocado Oil
- Krinkle Cut
- Kettle Cooked Air Fried
Products and services
- Classic Traditional kettle-cooked potato chips with bold flavors including Smoky Buffalo, Jalapeno, and Backyard Barbeque varieties, sold to consumers at retail and online.
- Avocado Oil Premium potato chips made with avocado oil, featuring flavors such as Special Sauce, Sea Salt Pink Peppercorn, and Apple Cider Vinegar, sold to consumers seeking higher-end cooking oils.
- Krinkle Cut™ Thin, crispy kettle-cooked chips with bold seasoning, available in Habanero Lime, Dill Pickle, and Truffle Oil & Sea Salt varieties, sold to consumers preferring a crinkle-cut texture.
- Kettle Cooked Air Fried Lower-fat potato chips cooked using air frying technology, offered in Jalapeno, Sea Salt and Vinegar, and Himalayan Salt varieties, sold to health-conscious consumers.
Companies that use Kettle Foods
Customer profileSegments1 record
Ideal customer profiles1 record
Kettle Foods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Kettle Foods partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Kettle Foods competitors and assessment
Company assessmentEmerging players
- Barnana: Barnana is an emerging plantain and better-for-you snack brand competing for health-conscious snack consumers; adjacent in category (chips/crisps) and audience but using non-potato base ingredients.
- Jackson's Honest Chips: Jackson's Honest produces kettle-cooked potato and tortilla chips cooked in premium oils like avocado and coconut oil, an emerging direct competitor in the premium/oil-segment that overlaps with Kettle's Avocado Oil line.
- Siete Grain Free Tortilla Chips: Siete is a fast-growing better-for-you and grain-free chip brand competing for the same natural and better-for-you consumer wallet share that Kettle Brand targets with its Avocado Oil and Air Fried lines.
Broad incumbents
- Pringles: Pringles, owned by Kellogg's/Kellanova, is a broad-incumbent savory snack competitor with a different format (crisps from a tube) but competes for the same single-serve, on-the-go salty snack occasions.
- Utz Brands: Utz is a broad salty-snack incumbent whose portfolio (including Cape Cod, Zapp's, and others) directly competes with Kettle Brand across premium kettle-cooked, BFY, and regional chip segments.
- Lay's (Frito-Lay): Lay's, Frito-Lay's flagship potato chip brand under PepsiCo, is the mass-market category leader and sets the price/quality benchmarks that Kettle Brand competes against in the potato chip aisle.
Direct peers
- Late July Snacks: Late July is a premium, organic tortilla and potato chip brand owned by Amplify Snack Brands/Utz, competing in similar natural-channel shelves as Kettle Brand with comparable clean-label positioning.
- Boulder Canyon Foods: Boulder Canyon produces kettle-cooked and baked chips, including avocado oil and better-for-you variants, overlapping with Kettle's Classic and Avocado Oil product lines in the natural/premium channel.
- Cape Cod Potato Chips: Cape Cod is a premium kettle-cooked potato chip brand owned by Snyder's-Lance (Utz), directly competing with Kettle Brand in the premium kettle-chip aisle with similar flavor-forward positioning and US retail distribution.
- Popchips: Popchips offers popped (not fried) potato chips in the better-for-you segment, directly competing with Kettle's Air Fried line on the 'less fat/cleaner ingredient' positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Kettle Foods social profiles
Digital presenceKettle Foods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kettle Foods leadership team
Management profileNumber of profiles
Profiles1 record
Kettle Foods funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kettle Foods 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 Kettle Foods
What does Kettle Foods do?
Kettle Brand manufactures and sells premium kettle-cooked potato chips across four distinct product lines: Classic (traditional bold flavors), Avocado Oil (premium oil-based), Krinkle Cut™ (thin and crispy), and Kettle Cooked Air Fried (lower-fat air-fried option). Products are distributed through major U.S. retail grocery chains and directly to consumers through the brand's e-commerce website, targeting snack consumers seeking bold flavors and cleaner-ingredient options.
Is Kettle Foods a public or private company?
Kettle Foods is a private company. It is classified as corporate owned and is currently operating.
When was Kettle Foods founded?
Kettle Foods was founded in 1978. It employs 501 to 1,000 people.
Where is Kettle Foods based?
Kettle Foods is headquartered in Salem, United States, in the North America region.
How does Kettle Foods make money?
One revenue line is on record: consumer Packaged Goods Sales.
Who are Kettle Foods's main competitors?
Emerging players on record are Barnana, Jackson's Honest Chips and Siete Grain Free Tortilla Chips. Broad incumbents are Pringles, Utz Brands and Lay's (Frito-Lay). Direct peers are Late July Snacks, Boulder Canyon Foods, Cape Cod Potato Chips and Popchips.
Does Kettle Foods have an API?
No public API is recorded for Kettle Foods.
What industry is Kettle Foods in?
Kettle Foods's product category is Potato Chips. Its primary akta.pro industry code is AFAKAIAA, Potato & Vegetable Chips Manufacturing, with a secondary code of CRADABAE, Chips & Savory Snacks (Potato, Tortilla, Extruded). Its NAICS code is 3118 and its SIC code is 2052.