Kettle Foods

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.

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

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

• Kettle cooked chips
• Potato chip snacks
• Premium snack foods
• Consumer packaged goods
• Air fried chips

Headquarters

HQ city

Salem

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, Personnel, Marketing or Sales, Others

Revenue model

1. 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

Core 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.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging 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

• Facebookfacebook.com/147405431973512
• Instagraminstagram.com/kettlebrand
• TikToktiktok.com/@kettlebrand

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Foods