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" 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. "
Keith Belling
More
Entrepreneur
Sweets
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" We have 11 great potato flavors, and customers have been clamoring for tortilla. For over a year, we worked to develop the four flavors of tortilla popchips: chili limon, nacho cheese, ranch and salsa. They're made with traditional stoneground masa, are gluten-free, and have less than half the fat of other chips. "
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" 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. "
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" I hope popchips will be the Vitaminwater of the snack aisle. "
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" Marketing is a core part of anything you do. "
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" I answer every single e-mail that comes in myself. "
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" I was convinced you were not able to tell a consumer you can have a healthy fried chip or a good-tasting baked chip. "
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" Once consumers try popchips, most people really like it and become fans. "
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Fans
Try
" My focus has always been on connecting with consumers in a meaningful way. "
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Way
Meaningful
" 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. "
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People
Looking
" 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. "
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Fashion
Hands
Mercedes
" Like a lot of snackers, I recognized that snacking is an indulgence and is all about taste. "
Keith Belling
Like
Taste
Recognized
" My passion for snacking and search for a great tasting, better-for-you snack sparked my interest in creating what has become popchips. "
Keith Belling
Passion
Creating
Snack
" Everyone on our team shares a couple passions - putting the fun back in snacking, an entrepreneurial spiriting, and the passion for creating an innovative and exciting brand - all of which makes popchips a really fun place to work these days. "
Keith Belling
Place
Passion
Fun
" 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. "
Keith Belling
Cake
Technology
Practice
" You can't rest on your laurels. You have to continue to innovate; you have to continue to be different. "
Keith Belling
You
Rest
Different
" 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. "
Keith Belling
Corn
Rice
Out
" 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. "
Keith Belling
Light Bulb
Plant
Heat
" I love fried chips, but they weren't good for you, and I didn't like the healthy options like rice chips. "
Keith Belling
You
Good
Rice
" We have a broad range of snackers - moms, kids and healthy active people. "
Keith Belling
Active
Broad
Healthy
" There's a deli around the corner from my office where I'd get a bag of chips with my sandwich, and I was hiding them under my sandwich because I was embarrassed. When I had this epiphany that I was hiding the potato chips from myself, I realized there was an opportunity there. "
Keith Belling
Corner
Myself
Office
" We just wanted to do a chip that tasted great, but wasn't bad for you. "
Keith Belling
Wanted
You
Great
" 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. "
Keith Belling
Fan
Tried
Just