Utz Quality Foods has debuted new branding for its Boulder Canyon snack brand, inspired by its Colorado roots.
On packaging and illustrated in the brand’s new digital content, the branding aims to encourage consumers to follow their own path, savour the journey, and to celebrate real, honest experiences.
Jim Ehlen, vice president of marketing for Boulder Canyon, said: “The idea behind our new brand mantra, ‘Find Your Path’, is to encourage fans to choose the course that calls them. For us, that hasn’t always been the beaten path, but that’s what makes us unique. It’s a message we’re reaffirming in our mission and our communication with customers.”
Founded in 1994, Boulder Canyon has grown its line of kettle-cooked potato chips to more than 30 recipes, cooked in a range of oils, including avocado oil, coconut oil, olive oil, sunflower oil, safflower oil, and rice bran oil.
The brand said that these oil varieties help to impart hints of different flavour nuances, “while encouraging a satisfying and hearty, crisp crunch”.
Ehlen added: “We are proud of Boulder Canyon’s evolution over the past 25 years in creating masterful kettle chip recipes that deliver unparalleled flavour with simple ingredients.
“Boulder’s loyal fans have taken us along with them to fuel their adventures on and off the trail and can expect to enjoy the same snacking experience they have come to love. Our recipe hasn’t changed.”
In addition to the new packaging, Utz Quality Foods introduced a new line of beef jerky and a white cheddar kettle chip flavour at Natural Products Expo West last week.
Boulder Canyon was bought by Utz Quality Foods in 2017 as part of its $165 million acquisition of Inventure Foods.
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