5 July 2025  From Popcorn to Crunch Culture: A 70-Year Snack LegacyIn 1955, a year of great political and cultural shifts in Austria, American Howard Morse Kelly and Austrian Herbert Rast laid the foundation for what would become one of Austria's most beloved snack brands: Kelly's. Originally launched as the "American Popcorn Company," the business grew into Kelly Ges.m.b.H. within a decade. Today, Kelly's is a market leader known not only for its iconic products—ranging from chips and popcorn to pretzel sticks—but also for its deep-rooted commitment to Austrian sourcing and production.Kelly's remains proudly local. With over 27,000 tons of potatoes processed annually, 90 regional farms—primarily in Marchfeld, Hollabrunn, and the Tullnerfeld—supply potatoes to the company's facility in Vienna's 22nd district. Many fields lie within just several km of the plant, which helps to minimize emissions and support a regional economy. Austrian salt, no added flavor enhancers, and the exclusive use of plant-based oils further reinforce Kelly's sustainable production philosophy. Contemporary Crunch: Flavors for Modern TastesAs part of its continuous product innovation, Kelly's recently introduced several new chip varieties that reflect evolving consumer preferences. Among them are the Kelly's Chips Grillerei Style, which bring the taste of smoky-sweet BBQ directly into the snack bag. Made from 100% Austrian potatoes and seasoned with alpine salt, this variety captures the essence of summer grill culture. Also newly available are the Kelly's Riffels Pfefferoni, featuring a ridged cut for extra crunch and a bold, spicy pepperoni seasoning. These chips add a fiery twist to the classic potato snack and cater to fans of stronger, more intense flavors. Completing the lineup is the latest addition to the baked chip segment: Kelly's Ofenchips with Gewürzsalz. With 50% less fat than traditional fried chips, these oven-baked snacks are seasoned with a balanced spice-salt mix and follow the growing trend toward lighter alternatives. They join existing oven chip varieties such as Paprika and Sour Cream, offering full flavor with a crisp, airy texture.While these products were not launched specifically for the 70th anniversary, they exemplify Kelly's ongoing efforts to adapt to changing tastes and dietary expectations—without compromising on regional quality and signature crunch. Flavor Meets Fashion: A Retro-Inspired Anniversary CollectionTo mark its 70th year, Kelly's has expanded beyond the snack aisle with a limited-edition merchandise collection that taps into vintage sportswear and contemporary street style. The capsule includes unisex retro baseball shirts reminiscent of the 1950s and 60s, echoing the era of Kelly's founding, and reflecting an active, urban lifestyle associated with the brand. Other pieces include a fisherman's hat with a chip-allover print, socks adorned with chip motifs, a snug beanie for colder months, and a sports bag—all designed to bring the brand's upbeat, playful spirit into everyday wear. Each item reflects the distinctive "joie de vivre" Kelly's is known for: enjoying life with others, sharing snacks, and celebrating small moments with flavor and style.The collection is available online at shop.kelly.at and at select locations, including the MQ Point at Vienna's MuseumsQuartier, known for its carefully curated selection of design items. Image: A couple poses in matching red-and-white T-shirts from the Kelly’s 70th anniversary collection. The color scheme echoes the iconic Kelly’s logo, which features the brand name in white lettering on a red banderole with a white line—visually reminiscent of the Austrian flag. The woman wears a fisherman’s hat printed all over with chip motifs, while the man turns to reveal the back of his shirt, which features a '70 Jahre' anniversary design and an image of a classic Kelly’s Chips package. On the right, a black sports bag is shown with the Kelly’s logo and the inscription '...bringt Knistern ins Leben'—a wordplay that refers both to the sound of crunching and to bringing sparkle or liveliness to life. Photos: © Kelly / Loop |