Potatoes are popped, with no oil, using the same technology used in the rice cake manufacturing business. It took a lot of trial and error and lots of practice, though, to get the right flavor.
My passion for snacking and search for a great tasting, better-for-you snack sparked my interest in creating what has become popchips.
I'm a snacker, but also health-conscious. I thought there had to be an alternative to what was out there. But it had to taste good - if it doesn't taste good, it isn't a snack.
I hope popchips will be the Vitaminwater of the snack aisle.
Marketing is a core part of anything you do.
My focus has always been on connecting with consumers in a meaningful way.
You can't rest on your laurels. You have to continue to innovate; you have to continue to be different.
I'm definitely a serial entrepreneur and a serial snacker. And when it comes to snacks, I'm more of a salty snacker, though I've been known to have a craving for sweets from time to time.
The influencer strategy hasn't been built around celebrities. We're looking for influencers within every marketplace, who are the people who help influence decision-makers within that community.
We focused on getting popchips into the hands of tastemakers and influencers wherever they were, from the fashionistas at Mercedes Benz fashion week to the passengers on Virgin Airlines.
When I went to visit this rice cake plant, I hadn't realized how the rice cakes were made. As soon as I saw the molds of rice and how the heat pops it like popcorn, the light bulb went off. This is popped. This isn't baked or fried.
You have to have a ton of passion for what you're doing because being an entrepreneur is probably twice as hard as you think it's going to be. The good news is that it's probably twice as much fun when it's going well.
I knew I shouldn't be eating fried chips, but I'm just not a fan of baked chips, as much as I tried them.
We came out with a rice and a corn chip, then quickly decided we needed to focus on potato. It was just too much for consumers to figure out at once.
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