Keith Belling
Keith Belling
hope
I hope popchips will be the Vitaminwater of the snack aisle.
built influence looking people within
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.
creating great interest snack
My passion for snacking and search for a great tasting, better-for-you snack sparked my interest in creating what has become popchips.
indulgence recognized
Like a lot of snackers, I recognized that snacking is an indulgence and is all about taste.
Marketing is a core part of anything you do.
business error lots potatoes rice technology took trial using
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.
You can't rest on your laurels. You have to continue to innovate; you have to continue to be different.
baked bulb cakes heat pops realized rice saw soon visit
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.
definitely known salty serial sweets though time
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.
good
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.