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.
From Keith Belling
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.
I was convinced you were not able to tell a consumer you can have a healthy fried chip or a good-tasting baked chip.
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.
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