Popchips CEO Keith Belling is 'poptimist' on healthy snacks

The rough economy and high unemployment have posed "considerable challenges"for the $30 billion healthy-snack marketplace, according to a June 2009 industry report from Mintel. One in four consumers have cut back on their snack spending, according to Information Resources' 2010 State of the Snack Industry report.

Yet, people keep reaching for Popchips, which retail for an average of $1.29 for a single-serving bag.

Last year, revenue hit $19 million, more than triple what Popchips made in 2008, its first full year in operation, says Keith Belling, CEO of Popchips.

The private company hopes that ramped-up Popchips promotions in key markets such as Boston, Chicago and Miami will help it to hit its 2010 revenue goal of $40 million.

"Our hope is that by the end of this year, we'll break even,"he says.

Popchips' sparsely decorated San Francisco headquarters contains about 35 employees, hundreds of bags of Popchips, and a wide variety of promotional material. Belling proudly points to an ad campaign that says "love. without the handles"and doles out a colorful "principles of pop"booklet that describes the company as "poptimists."

The company's leaders — and fun brand personality — help to lure in "evangelist"consumers who further spread the word about the brand, says Popchips investor Alex Panos, managing director at TSG Consumer.

"Keith has a unique ability to get people on his team,"Panos says. "Not just his employees, but also consumers."

"I answer every single e-mail that comes in myself,"says Belling. "People don't know it's me because it comes from a 'snackers' (e-mail address) — but it's such a learning experience."