Cashing in their chips: Three family-owned crisp brands holding their own against PepsiCo
From Swiss paprika to Galician olive oil and Breton sea salt, these independent producers are turning local identity into seriously successful snacks.
There are few social gatherings that wouldn’t be elevated by a bowl (or several) of well-chosen crisps. But this versatile, low-cost snack demands high sales volumes to generate profits and a robust logistics network to transport air-filled bags around the world. Conglomerates such as PepsiCo, with a reliable supply chain, have an advantage – but which are the brands determined to keep things in the family?
1.
Zweifel
Spreitenbach, Switzerland
In 1962, rather than limiting its availability to one Swiss canton, Zweifel launched its own distribution network – the Frisch-Service, a fleet of 10 Volkswagen vans that delivered packets to retailers up and down the country. This sales model has endured; today the service supplies more than 13,000 points of sale.
Longevity hasn’t meant standing still. Zweifel – now in its fourth generation of ownership – offers more than 75 flavours. Its mix of tradition and innovation has proven commercially successful: in 2025 the company generated CHF315.5m (€336m) in sales, while a new production facility at its existing site in Spreitenbach opens in 2027. And its Swiss identity goes beyond ownership. About 90 per cent of its potatoes come from 300 Swiss farmers. The original paprika flavour, launched in 1964, remains the hero product without which no Swiss child’s birthday party is complete.
zweifel.ch
2.
Brets
Pontivy, France
The success of Brittany-based Brets lies in its ability to leverage the regional identity of this French Atlantic territory. Affectionately known as le chipsier français – or “the French crisp maker” – Brets celebrates rustic Gallic flavours: think tartiflette, roast chicken and even pastis, often seasoned with sel de Guérande: coarse sea salt harvested from Brittany’s salt marshes. Brets overtook Lay’s last year as France’s leading crisps brand and represents 27 per cent of the market share, with an estimated turnover of €187m in 2025. The company opened its second production facility in Noyal-Pontivy in April. And with it have come fresh ideas. The brand’s new line of sweet crêpe crisps, including salted caramel and lemon-butter flavours, is a testament to its ambition.
brets.fr
3.
Bonilla a la Vista
A Coruña, Spain
Today, Galician brand Bonilla a la Vista is turning heads at delicatessens and department-store window displays with its chic tinned crisps. But the brand had humble beginnings. In 1932 a former navy petty officer called Salvador Bonilla decided to expand his Ferrol-based family business, which made churros sold in stalls at fairgrounds. Crisps seemed like a tasty next step. Bonilla a la Vista is now sold in more than 20 countries, turning over €8.98m in 2024. Outside Spain, South Korea has been the biggest importer since a tin appeared in the film Parasite; Bonilla a la Vista crisps also featured in the goody bags at the Oscars that year. But despite its rags-to-riches story, the brand keeps things simple. The crisps come in just one flavour: olive oil and sea salt.
bonillaalavista.com
