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UpSnack Brands acquires Pipcorn Heirloom Snacks and Spudsy

Startup UpSnack expands with acquisitions amid hopes to make a mark in the better-for-you space with a diverse selection of upcycled ingredients.

New brand UpSnack Brands acquires Pipcorn, known for heirloom corn snacks, and Spudsy, a leader in upcycled sweet potato products, to grow its sustainable snack offerings. Through its acquisition, UpSnacks aims to strengthen both brands’ market positions and sustainability impact.

As part of the acquisition, Joe DePetrillo, CEO of Pipcorn, has become the CEO of UpSnack Brands. “We are thrilled that UpSnack Brands is uniting Pipcorn and Spudsy under the same umbrella, combining these two high-growth brands to expand our impact in delivering great tasting snacks with a shared commitment to quality and sustainability,” DePetrillo told Ingredients Network. “This new venture will enable continued investment in growth and fuel innovation in our future product offerings,” DePetrillo added.

UpSnack Brands aims to raise the bar in the better-for-you snacks category. “From levelling up the taste of our products to upping the sustainability efforts of our brands and creating a better future for the next generation of snackers, we’re committed to setting a new standard in the industry,” DePetrillo told Ingredients Network.

The acquisition will bring together Pipcorn’s reach and expertise in using heirloom corn to create tasty snack products with Spudsy’s ability to transform imperfect spuds into tasty snacks. The company’s offerings will feature a diverse range of snacks representing Pipcorn and Spudsy’s creative use of natural, environmentally friendly ingredients in products that strive to be better for consumers and the environment.

Premiumisation meets upcycling

Consumers are calling for a range of features from their premium and upcycled ranges. UpSnack is responding to these consumer calls in several ways, one of which is to team up with Pipcorn and Spudsy to achieve a premium portfolio with upcycled products.

“Consumers today value sustainability and reduction of food waste, but the idea of ‘upcycling’ and the UFA certification is still in the early stages of consumer recognition,” said DePetrillo. Upcycled Food Association (UFA) has developed its Upcycled Certification programme, which aims to lower food waste by promoting upcycling within the food landscape.

“What consumers value most in snacks are products that deliver an outstanding taste experience and are made with real ingredients they can feel good about eating and giving to their families,” added DePetrillo. With its premium heirloom corn and real, non-GMO ingredients throughout the portfolio, UpSnacks strives to focus on sustainability throughout its supply chain and see strong growth in the marketplace across channels.

Acquiring Pipcorn and Spudsy

Pipcorn Heirloom Snacks is a better-for-you salty snacks brand that aims to elevate everyday snacks with its staple ingredient, heirloom corn, to deliver tasty snacks that sit in the healthier alternatives space. Pipcorn offers six product lines: Cheese Balls, Fries, Twists, Crunchies, Corn Dippers and Mini-Popcorn. Its family of Pipcorn products include 100% non-GMO ingredients and seeks to appeal to consumers by offering less fat and calories than traditional salty snacks.

“We have been excited to support and see the evolution of Pipcorn from mini popcorn to a broader, heirloom-based snack portfolio, and we look forward to the future growth of these two great, like-minded brands as part of UpSnack Brands,” said Dave West, CEO of Pipcorn’s lead investor Factory LLC.

Spudsy, hailed as the world’s first upcycled sweet potato snack, focuses on upcycling and saving the spud. The approach means taking a portion of the sweet potatoes that would have otherwise ended up in landfills due to minor “flaws” like shape, size and colour, and transform them into tasty snacks. Snackers can access Spudsy’s wide range of products, including Sweet Potato Fries, Sweet Potato Poppers, and Sweet Potato Scoops, which are all made with upcycled ingredients, as well as the Sweet Potato Puffs.

“We are extremely proud of Spudsy’s journey and accomplishments. This union of the Pipcorn and Spudsy brands in UpSnack will further enhance Spudsy’s capabilities and market presence. We are enthusiastic about UpSnack Brands now taking this brand under their wing and helping Spudsy grow even further,” Billy Logan, Managing Partner at KarpReilly, the private equity partner behind Spudsy, said. Ashley Rogers, founder and former CEO of Spudsy, will be transitioning to a new role as CEO of Sprinkles CPG, part of the KarpReilly family of brands.

Beyond UpSnacks’ acquisition

UpSnack is planning for its current and future product ranges. Today, it is focusing on completing the integration of Pipcorn and Spudsy into UpSnack Brands and working with its retailers to optimize their assortment. It will look at its portfolio and simplify how it works with them as a single entity.

Both brands, Pipcorn Heirloom Snacks and Spudsy, are experienced in new product development (NPD). Pipsnacks launched upcycled Twists in 2023 and Fries in 2024, while Spudsy released its new Poppers.

“We still have a lot of opportunity in getting those innovations as well as our base products to a broader customer base,” said DePetrillo. Forming part of its strategic plan, UpSnacks anticipates that Pipsnacks’ heirloom platform and Spudsy’s upcycled potato platform offer endless possibilities for continued NPD.