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  • Popchips

    Creator and marketer of air popped chips.

       

    Partner Website

    www.popchips.com »

    CASE STUDY



    In 2008, TSG partnered with the founder of popchips® to provide minority equity capital to support growth of the business, including marketing, expanded distribution and the launch of new products.

    When TSG exited its investment to VerlInvest, the family investment company for the founders of Interbrew (now Anheuser Busch InBev) in 2012, sales had increased by 15 times as compared to the year TSG initially invested.

    BACKGROUND

    Founded in 2007, popchips® is an all-natural line of snacks with lower calories and fat content. Celebrity spokespeople for (and investors in) the brand include: Ashton Kutcher, Katy Perry, Jillian Michaels and Heidi Klum.

    TSG expanded distribution, guerilla marketing and new product development.


    Over the course of its partnership with the founder and management team, TSG worked to drive significant value by:

    - Helping replicate a vitaminwater® -like marketing and roll-out strategy

    - Recruiting the former vitaminwater® CMO to the Board of Directors, which led to over a dozen vitaminwater® alumni joining the company

    - Providing early introductions to key NY distributors, taxi-cab top and billboard companies, and other key PR/media contacts

    - Providing ongoing analytical support for business planning

    - Serving as a regular sounding board to the CEO on key strategic issues and partnerships

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