Introducing CHIPS: Nestle Enters the Chips Snack Category

Nestle's entry into the chips snack segment comes with the launch of the CHIPS line. 

In its initial phase, the line will consist of four different types of chips - Classic, BBQ, Chili, and Wavy. In the second phase, another product, Hand Cooked Chips, will be added to the line. The new line will be hitting the shelves in the coming days. 

According to StoreNext data, the chips segment accounts for approximately 30% of snack consumption in Israel, with an annual turnover of around 430 million shekels. The average growth rate in recent years has been over 5% annually. 

While established players like Tofu'Chips and popular imported brands like Pringles dominate the market, there is still room for less industrial brands, such as the premium category. 

A survey conducted by KANTAR found that the most important attribute for consumers when it comes to chips snacks is their crispiness. Therefore, Nestle focused heavily on developing a product that excelled in both texture and crunchiness. In taste tests conducted by KANTAR, CHIPS by Nestle received high scores for texture and crunchiness compared to other brands in the Israeli chips category. 

The new CHIPS series includes four types and flavors so that all chip consumers can find the exact snack for them. The classic series includes: Classic Chips - crispy slices of natural potato flavor, BBQ Chips - classic chips with a smoky barbecue flavor, Chili Chips - classic chips with a refined chili pepper flavor. I

n addition, Wavy Chips are offered - wavy chips with a natural flavor for maximum crispness.

In the second stage of the launch, Hand Cooked Chips will be introduced. Hand Cooked Chips are chips produced using traditional home cooking methods, which create an especially crispy chip experience.

The entire series is without any red markings.