Chipoys - Loud Flavor, Loud Crunch!
When it comes to snacking, few brands embody boldness and authenticity quite like Chipoys. Under the leadership of CEO Michael Berro, Chipoys has redefined the snacking experience with its signature rolled tortilla chips, delivering a loud and flavorful punch in every bite. With a mission rooted in preserving traditional Mexican flavors while pushing the boundaries of innovation, Chipoys invites snack lovers everywhere to "Live Loudly Every Day." In this exclusive Delivery Rank’s interview, Michael Berro takes us behind the scenes of Chipoys’ journey—from its inspiration to its unique approach to flavor creation. He shares insights into the brand's dedication to blending tradition with modern tastes, the story behind their bold "Live Loudly" philosophy, and what’s next for Chipoys as they continue to spice up the snack aisle. Get ready to savor the flavor and the story behind one of the most exciting brands in the snack industry.
Chipoys is all about bold flavors and fun. What inspired you to create a brand centered around such an exciting and vibrant mission?
Chipoys was inspired by a desire to redefine snacking through bold, unforgettable experiences. Snacking is more than just eating—it’s about exploring new flavors and finding joy in every bite. The rolled tortilla chip provided the perfect foundation for creating a snack that stands out both in taste and personality. We saw an opportunity to craft something that blends traditional Mexican culinary techniques with modern innovation, offering a bold and fun experience that resonates with today’s adventurous snackers.
Your tagline, “Flavor This Bold Had to Be Rolled,” is intriguing. How do you embody this philosophy in the company culture and the products you create?
The tagline “Flavor This Bold Had to Be Rolled” highlights the interplay between flavor and form. It’s a declaration that our chips are crafted with an intensity of flavor that demands to be delivered in an extraordinary way. The rolled design ensures a perfect balance of crunch and bold seasoning in every bite, making the experience as unforgettable as the flavors themselves.
In our company culture, this philosophy translates to an unwavering commitment to boldness and creativity. We encourage our team to challenge conventions and bring fresh ideas to the table, fostering a spirit of innovation that mirrors the bold flavors we create. This tagline also influences how we connect with consumers—through vibrant campaigns, engaging collaborations, and dynamic storytelling that reflect the energy and excitement of our brand.
Chipoys focuses on preserving traditional Mexican flavors while innovating new ones. What challenges have you faced in balancing authenticity with innovation?
Balancing authenticity and innovation is at the heart of what makes Chipoys unique. We honor the rich heritage of Mexican cuisine by using time-honored techniques and flavor profiles, but we also push boundaries to create exciting new experiences. This balance requires meticulous attention to detail and collaboration with culinary experts who help us stay true to our roots while exploring bold, creative twists.
One challenge is ensuring that our innovative flavors remain authentic and resonate with a diverse audience. For instance, when developing flavors inspired by international or regional influences, we work carefully to maintain cultural integrity while adding our unique Chipoys spin. Another challenge is introducing these bold, unconventional flavors to consumers who might initially prefer more familiar tastes. Through thoughtful packaging and storytelling, we help bridge that gap, inviting consumers to discover the innovation behind our boldness.
Flavor innovation is at the heart of your brand. Can you give us a sneak peek into the creative process behind developing a new Chipoys flavor?
Developing a new Chipoys flavor is an exciting process that combines art, science, and collaboration. It starts with inspiration, whether from cultural traditions, emerging flavor trends, or feedback from our customers. Our team brainstorms ideas that align with Chipoys’ mission of delivering bold, vibrant flavors while honoring our Mexican roots.
Once we identify a concept, we work closely with flavor scientists and chefs to refine it. Each potential flavor goes through multiple iterations, with extensive testing to ensure it delivers the perfect balance of taste, texture, and crunch. We prioritize creating flavors that are both innovative and approachable, appealing to a broad audience while standing out in the competitive snack market. The process is rigorous, but the result is always a chip that’s as bold as it is delicious. The most important thing we are doing from an innovation standpoint is removing artificial food dyes from our ingredient panel. Starting in Q2 we will be removing red 40 and yellow 5 from our ingredient panels. We have spent over 2 years working with spice houses to find a cleaner formula at competitive pricing and ensuring we do not sacrifice taste for our fans.
The rolled tortilla chip space is competitive. How does Chipoys stand out in the market, and what unique value does it bring to customers?
Chipoys stands out by delivering a snacking experience that’s truly bold, from the flavors to the form. Our tagline, “Flavor This Bold Had to Be Rolled,” encapsulates the essence of our brand—we create flavors so daring and dynamic that they demand an equally bold presentation. The rolled shape ensures that every chip is packed with intense flavor and delivers a satisfying crunch, setting us apart from traditional chips.
Our commitment to authenticity and inclusivity also differentiates us. By preserving traditional Mexican recipes and offering a range of spice levels, we ensure there’s something for every palate. Additionally, as a kosher- and halal-certified brand, we celebrate diversity and accessibility in snacking.
We’ve also embraced the modern snacking landscape by focusing on cleaner ingredients, such as removing artificial dyes like Red 40 and Yellow 5, while maintaining the bold flavors we’re known for. Combined with dynamic branding, engaging social media content, and innovative collaborations, Chipoys continues to lead the way in redefining what bold snacking means.
To read more about Chipoys, please visit https://www.chipoys.com/