Proper Crisps
- Company typePrivate
- Founded2007
- HeadquartersStoke, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Proper Crisps firmographics
Firmographics- Name
- Proper Crisps
- Legal name
- Griffin's Foods Limited
- Website
- https://propercrisps.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Proper Crisps industry classification
Industry- Product category
- Salty Snacks (Hand-Cooked Potato Crisps, Tortilla Chips, and Vegetable Crisps)
- NAICS
- Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118), Tortilla Manufacturing (31183)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000), Cookies & Crackers (2052)
- akta.pro primary industry
- Potato & Vegetable Chips Manufacturing (AFAKAIAA)
Keywords
Where Proper Crisps is headquartered
LocationHeadquarters
- HQ city
- Stoke
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Proper Crisps business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Packaged Snack Sales: Proper Crisps generates revenue through the sale of hand-cooked potato, vegetable, and tortilla chip products sold in retail packaging through supermarket chains, independent retailers, and convenience stores across New Zealand and Australia. Products are sold in various sized bags (20G to 450G depending on product type).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Core Range Potato Crisps |
| Unit Pricing | Pay-as-you-go | Big Cut Range Thick-Cut Crisps |
| Unit Pricing | Pay-as-you-go | Tortilla Chip Range |
| Unit Pricing | Pay-as-you-go | Vege Range Vegetable Crisps |
Go-to-market motion2 records
Distribution channels16 records
Marketing channels9 records
Proper Crisps product offering
Product offeringCore offering
Proper Crisps manufactures and sells hand-cooked, kettle-style potato crisps, tortilla chips, and vegetable crisps in four product ranges (Core Range, Big Cut Range, Tortilla Range, and Vege Range) under its own brand. Crisps are cooked in small batches in High Oleic Sunflower Oil using house-made seasonings made from real ingredients with no additives, and each crisp is hand-graded and hand-sorted for quality before being packaged in retail-sized bags and distributed through supermarkets, convenience stores, and independent retailers in New Zealand and Australia.
Product overview
Proper Crisps is a New Zealand-based snack company that manufactures hand-cooked crisps and tortilla chips. The product portfolio consists of four main product ranges: (1) Core Range - classic kettle-cooked potato crisps in flavors including Marlborough Sea Salt, Cider Vinegar and Sea Salt, Rosemary and Thyme, and Chilli; (2) Big Cut Range - thick-cut potato crisps including Purple Gold Cracked Pepper Sea Salt and Dill Pickle and Apple Cider Vinegar; (3) Tortilla Chips Range - authentic Mexican-style tortilla chips including Salted Tortilla and Cheeza-Peno; (4) Vege Range - vegetable crisps including Garden Medley and Kumara Crisps. Additionally, the company offers limited-edition seasonal flavors and runs a recipe/entertaining content platform with cocktail pairing suggestions.
Differentiator
Problem solved
Functional benefit
Brands
- Core Range: The original kettle-cooked crisps in batches with satisfying crunch, dusted in house-made seasonings made from real ingredients. Additive and preservative free.
- Big Cut Range
- Tortilla Range
- Vege Range
Products and services
- Marlborough Sea Salt Crisps (Core Range) Award-winning original-flavour hand-cooked potato crisps seasoned with Marlborough sea salt, available in multiple retail bag sizes (400G, 150G, 40G, 35G, 20G) for everyday snacking.
- Cider Vinegar and Sea Salt Crisps (Core Range) Hand-cooked potato crisps combining Marlborough sea salt with apple cider vinegar for a tangy flavour, available in 140G, 70G, 40G, and 20G retail pack sizes.
- Rosemary and Thyme Crisps (Core Range) Hand-blended potato crisps with fragrant rosemary and thyme, evoking Sunday roast flavours, available in 150G and 40G retail pack sizes.
- Chilli Crisps (Core Range) Fiery potato crisps featuring Sichuan peppers and chilli flakes for a mouth-tingling heat, available in 150G and 70G retail pack sizes.
- Purple Gold Cracked Pepper Sea Salt Crisps (Big Cut Range) Thick-cut golden and purple potato crisps dusted with Marlborough sea salt and freshly cracked rainbow peppercorns, sold in 140G bags; award-winning across Inspire NZ Artisan and Outstanding Food Producer awards.
- Dill Pickle and Apple Cider Vinegar Crisps (Big Cut Range) Thick-cut golden potato crisps with zingy apple cider vinegar, dill, and subtle pickling herbs for a lip-puckering tang.
- Cheeza-Peno Tortilla Chips (Tortilla Range) Dairy-free cheese-alternative tortilla chips with hints of jalapeño and smoked paprika, vegan-suitable, available in 450G and 150G sizes; award-winning at the Naturally Good Awards.
- Salted Tortilla Chips (Tortilla Range) Hand-cooked traditional Mexican-style tortilla chips made from non-GMO white corn sourced from the US, seasoned simply with Marlborough sea salt, available in 150G bags.
Quantifiable outcome
- 3.5 Health Star Rating for potato and vegetable crisps using High Oleic Sunflower Oil
- +2 more outcomes
Companies that use Proper Crisps
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles3 records
Proper Crisps technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Proper Crisps partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Griffin's SnackscoreGriffin's Foods Limited, trading as Griffin's Snacks, owns and operates the Proper Crisps website and brand. The company's Terms of Use and Privacy Policy reference Griffin's Snacks as the operator of the website, indicating a parent company or brand ownership relationship.
- Better Food DistributioncoreQueensland, New South Wales, and Australian Capital Territory distributor for Proper Crisps products. Handles distribution to retail stockists across these states.
- The Forage CompanycoreVictoria state distributor for Proper Crisps products in Australia.
- PemcocoreWestern Australia distributor for Proper Crisps products.
- Food NationcoreSouth Australia distributor for Proper Crisps products.
- Northern Tasmania DistributorcoreTasmania distributor for Proper Crisps products.
- Soft Plastic Recycling New ZealandminorProud partner of Soft Plastic Recycling New Zealand, allowing customers to recycle Proper Crisps bags through the recycling program.
- Charles GilletminorAward-winning mixologist and House Blend host partnering with Proper Crisps to create cocktail recipes paired with Proper Crisps products for the pop-up cocktail bar event series.
- Xolo Restaurant (Christchurch)minorCarlos, owner of Christchurch restaurant Xolo, partnered with Proper Crisps to create a street nachos recipe featuring Proper Crisps Tortilla Chips.
- Best Ugly BagelminorLimited-time partnership featuring Al Brown's Crisps and Dip Best Ugly Bagel recipe using Proper Crisps products, available at Best Ugly Bagel restaurants during April.
- Kaipara KumaraminorLong-time farming partners providing kumara (sweet potato) for Kumara Crisps and Garden Medley products. Seasonal kumara varieties include Orange (Beureguard), Red (Owairaka), Gold (TokaToka), and Purple Dawn.
- NZ Potato GrowersminorNew Zealand potato growers in the South Island providing high-quality golden and purple potatoes for Proper Crisps products.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Proper Crisps competitors and assessment
Company assessmentEmerging players
- Hardbite Chips: Hardbite Chips is a Canadian artisan kettle-cooked chip brand producing natural, hand-cooked potato and vegetable chips with creative flavors. It is an emerging international comparable to Proper Crisps, sharing the small-batch artisan production philosophy and clean-label positioning.
Others
- Pams (Foodstuffs Own Brand): Pams is the private-label brand of Foodstuffs NZ, sold at New World, Pak'nSave, and Four Square. As a value-priced private label snack competitor on the same shelves, Pams is a relevant comparable for understanding the price-tier dynamics Proper Crisps competes against in the NZ grocery channel.
Direct peers
- Bluebird Foods: Bluebird Foods is one of New Zealand's largest snack manufacturers producing potato chips, corn snacks, popcorn, and other salty snacks. It is the most direct domestic peer to Proper Crisps, competing in the same grocery aisles at Woolworths, New World, and Pak'nSave across overlapping potato crisp and snack categories.
- Tyrrells Crisps: Tyrrells is a UK premium hand-cooked crisp brand acquired by Amplify Snack Brands and now part of Hershey/PE-owned portfolio. It competes directly with Proper Crisps on artisan kettle-cooking, premium flavor positioning, and clean ingredient lists, and is a relevant international comparable for the premium-crisp category.
- Sea Chips NZ: Sea Chips is a New Zealand hand-cooked potato chip brand emphasizing sea salt seasoning and natural ingredients. It is a direct small-batch competitor to Proper Crisps within NZ specialty retail and supermarket channels, targeting overlapping health- and quality-conscious consumers.
- Kettle Foods (Kettle Brand): Kettle Brand is a US-based pioneer of kettle-cooked potato chips known for hand-cooked batches and clean ingredient decks. It is the closest international analogue to Proper Crisps in production method (kettle cooking) and premium positioning, serving health-conscious snackers in similar supermarket channels.
- Eta Snacks: Eta is a New Zealand-manufactured brand of potato chips, popcorn, corn chips, and savory snacks sold across New Zealand supermarkets. It directly competes with Proper Crisps in the kettle-cook and flavor-innovation segments and shares similar retail channels and consumer targets.
Broad incumbents
- Mission Foods: Mission Foods is the world's largest tortilla and tortilla chip manufacturer, owned by Gruma. While it is a global incumbent, its product range overlaps with Proper Crisps' Tortilla Range (Salted Tortilla and Cheeza-Peno) at retail, making it the most direct comparable for that sub-range of the portfolio.
- Old El Paso: Old El Paso is a General Mills-owned global tortilla and Mexican-style meal kit brand. It overlaps with Proper Crisps' Tortilla Range on retail shelves and represents the mass-market incumbent competing for the same Mexican-inspired snacking occasions at Woolworths and Coles.
- Griffin's Snacks (Parent Brand): Griffin's Snacks is the parent brand portfolio (Huntley & Palmers biscuits, Eta, etc.) operated by Griffin's Foods Limited, which owns Proper Crisps. It is a broad incumbent in the NZ snack category and is the closest internal comparable for parent-company economics, distribution leverage, and brand portfolio strategy.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Proper Crisps social profiles
Digital presenceProper Crisps financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proper Crisps leadership team
Management profileNumber of profiles
Profiles1 record
Proper Crisps funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proper Crisps 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 Proper Crisps
What does Proper Crisps do?
Proper Crisps manufactures and sells hand-cooked, kettle-style potato crisps, tortilla chips, and vegetable crisps in four product ranges (Core Range, Big Cut Range, Tortilla Range, and Vege Range) under its own brand. Crisps are cooked in small batches in High Oleic Sunflower Oil using house-made seasonings made from real ingredients with no additives, and each crisp is hand-graded and hand-sorted for quality before being packaged in retail-sized bags and distributed through supermarkets, convenience stores, and independent retailers in New Zealand and Australia.
Is Proper Crisps a public or private company?
Proper Crisps is a private company. It is classified as corporate owned and is currently operating.
When was Proper Crisps founded?
Proper Crisps was founded in 2007. It employs 11 to 50 people.
Where is Proper Crisps based?
Proper Crisps is headquartered in Stoke, New Zealand, in the Oceania region.
How does Proper Crisps make money?
One revenue line is on record: packaged Snack Sales.
Who are Proper Crisps's main competitors?
Hardbite Chips is listed as an emerging player. Pams (Foodstuffs Own Brand) is listed as an others. Direct peers are Bluebird Foods, Tyrrells Crisps, Sea Chips NZ, Kettle Foods (Kettle Brand) and Eta Snacks. Broad incumbents are Mission Foods, Old El Paso and Griffin's Snacks (Parent Brand).
Does Proper Crisps have an API?
No public API is recorded for Proper Crisps.
What industry is Proper Crisps in?
Proper Crisps's product category is Salty Snacks (Hand-Cooked Potato Crisps, Tortilla Chips, and Vegetable Crisps). Its primary akta.pro industry code is AFAKAIAA, Potato & Vegetable Chips Manufacturing. Its NAICS code is 311821 and its SIC code is 2090.